| dc.description.abstract | M Agung Pradana. 103119002. The Effect of Humor Themed Ads and Celebrity Endorsers in
Humor Ads on Consumer Purchase Interest in Head And Shoulders Shampoo (Case Study of
Pertamina University Students)
The use of advertisements in the shampoo industry with various themes and using celebrities as
actors is a trend that is happening in the current era. With this trend, many companies are
required to provide attractive advertisements so that they become in various media and Head
ans Shoulders is one of them that makes interesting advertisements with humor themes and
celebrity endorsers with Joe Taslim. The purpose of this study was to examine: the influence of
humor themed advertisements and celebrity endorsers in humor advertisements on consumer
buying interest (a case study of Pertamina University students). This research uses quantitative
methods. The sample used in this study was 100 respondents with a standard for taking
consumers at Pertamina University students, and the sampling technique wa simple random
sampling or random sampling, data analysis used in this study was descriptive analysis,
hypothesis testing, multiple linear regression testing, research instrument testing, and data
testing using SPSS Software version 25 and Microsoft Excel. The Result of this study are 1)
Partially, humor themed advertisements do not have a positive and significant influence on
purchase intention. 2) Partially, celebrity endorsers have a positive and significant influence on
purchase intention. 3) Simultaneously humor themed advertisements and celebrity endorsers
have a positive and significant influence on purchase intention | en_US |
