ABSTRACT

Television has become the primary means of promotion. However, advertising expenditure in print media like newspapers, magazines, and tabloids actually showed a decrease. In creating effective advertising, there are various important factors, including the selection of celebrities as supporters. The attributes that can be used to say if the endorser is effective or not include attractiveness, trust, and expertise. The purpose of this research is to examine the effect of attractiveness, expertise, and trustworthiness using the celebrity endorser Maudy Ayunda either simultaneously or partially on the brand image of Teh Javana and to measure which of these three attributes has a dominant influence on the brand image. The samples of this research were 25 students of Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa. This research was tested by using multiple linear regression analysis method. The results of the analysis show that attractiveness, trust, and expertise of the endorser simultaneously have a significant influence on the brand image. Partially, only trust and expertise affected the brand image significantly. Attractiveness partially has no significant effect on the brand image.