The Effect of Endorser Credibility and Advertising Creativity on Attitude Toward Brand Through Advertising Efectiveness
Sucia Fajriati Sabah (a*), Ratih Hurriyati (b), Hilda Monoarfa (b)

a) Department of Management
Management Postgraduate Program
Postgraduate School of Universitas Pendidikan Indonesia
Bandung, Indonesia
*suciafs[at]upi.edu
b)Management Postgraduate Program
Postgraduate School of Universitas Pendidikan Indonesia
Bandung, Indonesia

Abstract

Advertising is all forms of non-personal messages about a product or company that are conveyed through the media and shown to the public. Like the Gojek company, PT. Karya Anak Bangsa application that uses advertisements as a promotional medium. Gojek no longer carries out advertisements as detailed promotional media such as the use of applications and what is offered by Gojek, but in this advertisement wants to entertain audience with their creativity also get Attitude towards brand from consumers.
Therefore, this study aims to determine and analyze factors that influencing the advertisement advertising effectiveness to create an attitude towards the brand. This research uses quantitative methods with an causality type. The result of this research shows that the attitude towards the brand can be increased through an advertisement effectiveness where the factors are influenced by the advertisement creativity and endorser^s credibility.

Keywords: Ad Effectiveness- Attitude towards Brand- Endorser Credibility- Ad Creativity- Gojek

Topic: Marketing Management