PENGARUH KREDIBILITAS SUMBER DAN RERANGKA PESAN PADA PERSEPSI RISIKO KONSUMEN
ABSTRACT: Marketing
communication is defined as an attempt by companies to inform, persuade, and
remind consumers both directly and indirectly about the products and brands
that are sold (Kotler and Keller, 2009: 510). Marketers need to pay attention
to the importance of the sender/source/sender/source/endorser is used in
advertising. Sender/source/endorser will convey information, persuade or remind
consumers about a product or service. Process with celebrity and expert
endorsements influence change consumer attitudes and beliefs may be different
(Freiden, 1984 as quoted by Biswas et al, 2006). Soliha and Zulfa (2009)
suggests there are differences in risk perception of consumers on advertising
by using celebrity endorser and expert endorser. Consumers feel the perception
of lower risk with expert endorser than celebrity endorser. This indicates that
the presences of the use of expert endorsers are more effective than celebrity
endorsers in advertising.
Keywords: sender, perception,
advertising
Penulis: Euis Soliha
Kode Jurnal: jpmanajemendd110411
