Analisis Classical Conditioning dalam Menguji Pengaruh Endorser Selebriti pada Citra Merek dan Niat Pembelian Produk and Hand Body Lotion Nivea
Idris Idris,
Resly Indah Sari,
Sugeng Wahyudi
Abstract:In contemporary marketing, companies widely employ strategies utilizing celebrity endorsements, significantly impacting consumers' purchasing intentions due to their effectiveness in advertising. Consumer attitudes toward these celebrity endorsers play a pivotal role in disseminating their effectiveness to fellow consumers. This research focuses on Nivea hand and body lotion consumers in Semarang City, aiming to establish a model, formulate hypotheses, identify indicators, and examine the impact of attitudes t… Show more
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