Pengaruh Fitur Spokes Character terhadap Brand Atittude Melalui Kepercayaan atas Spokes Character pada Produk Ice Cream Paddlepop
Abstract
This research to goal measures influency contribution of Spokes Character Fiture for Brand Atitude to direct Trust on Spokes Character for Ice Cream Paddlepop Product. Samples of research to use 115 respondence. Sampling technique use non probability sampling (judgement sampling methode). Finaly implication of research to explain that Spokes Character Fiture at the variances: Expertise, Relevance, Nostalgi has influency of significancy for Trust of Consumer has result probability value of hypotesis test under’s confidence level about 5%. At then Trust of Consumer has influency of significancy for Brand Atitude has result probability value of hypotesis test under’s confidence level about 5%. Path Coefficient Analysis of Expertise for Trust of Consumer about 26.5%, Relevancy for Trust of Consumer about 63.8%, Nostalgi for Trust of Consumer about 55.5% and Trust of Consumer for Brand Atitude about 3.4%. The hypotesis of 1, The hypotesis of 2, The hypotesis of 3, The hypotesis of 4 for research can be evidence has reality as empiric
Moraref