The Effect of Brand Image, Ad Creativity, Credibility of Celebrity Endorsers and Communication Media on the Effectiveness of Advertising Telkomsel Products

agnes dwita, susilawati and Deddy Prihadi, S.E., M.Kom, . and Faiz Irsyad, Prasetyo and M Andi, Budiyanto (2022) The Effect of Brand Image, Ad Creativity, Credibility of Celebrity Endorsers and Communication Media on the Effectiveness of Advertising Telkomsel Products. Proceedings of the International Conference on Global Innovation and Trends in Economics and Business (ICOBIS 2022). pp. 68-93. ISSN 2352-5428

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Abstract

The objective of this research is to determine: 1) To determine the impact of brand image on the efficacy of advertising. 2) Determine the relation- ship between advertising originality and advertising effectiveness. Determine the impact of celebrity endorser credibility on the advertisement efficacy. To determine the impact of communication channels on the efficacy of advertising. 5) Deter- mine the effects of brand image, advertising innovation, the credibility of celebrity endorsers, and communication medium on the efficacy of Telkomsel product pro- motion among Pancasakti Tegal University Students. This study’s population con- sisted of students at Pancasakti Tegal University who used Telkomsel products. One hundred respondents were sampled using purposive sampling, and data were analyzed using classical assumption tests, multiple linear regression analysis, the F test, the T test, and the coefficient of determination. 1) Brand image has a favor- able and statistically significant impact on the efficacy of advertising for Telkomsel goods. 2) Advertising inventiveness has a favorable but not statistically significant influence on the efficacy of Telkomsel product advertising. 3) The credibility of celebrity endorsers has a favorable and substantial impact on the efficacy of adver- tising. 4) Communication mediums have a favorable but insignificant impact on the efficacy of Telkomsel product promotion. 5) Brand image, advertising innova- tion, celebrity endorser credibility, and communication medium all influence the success of Telkomsel product commercials simultaneously. Keywords: Brand image advertising creativity credibility of endor selebrity communication media and Advertising Effectiveness

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