Influence of Celebrity Endorser, Attractiveness and Packaging Impressions on Interest in Watching Pesbukers ANTV

Abstract

Abstract. RESEARCH OBJECTIVES is to determine the effect of Celebrity Endorser,
Impressions Attractiveness, Impression packaging and Interest in Watching of Pesbukers
ANTV Television program(1) to know the effect of Celebrity Endorser to Interest in Watch
(2) to know the effect of Impressions Attractiveness to Interest in Watch (3) to determine
the effect of Impressions Packaging to Interest in Watch (4). The number of respondents in
this study amounted to 100 respondents taken from students / I Sekolah Tinggi Ilmu
Ekonomi Kesatuan Bogor. This research data in though by using SPSS. RESEARCH
METHODS used is to use quantitative research that places the celebrity endorser,
Attractiveness Impressions, and packaging Impression as independent variable and interest
in watching as a dependent variable. With primary data used is questionnaires distributed to
selected respondents and processed the results with statistical calculations. Results Y^=-
0,820+ + +0,353X3+ Which in this case means if the celebrity endorser is 1 (one) then the
interest in watching value will be 0,207. If the attractiveness imprression is 1 (one) then the
interest in watching will be 0,568. If the packaging impression is 1 (one) then the interest in
watching will be 0,353.

Keywords: Celebrity Endorser, Attractiveness Impressions, packaging Impression, Interest
in Watching