Abstract

Afrina Sari, Yuni Octavia

ABSTRACT

This study examines the opinion of high school students in Jakarta who like food from noodles. The influence between the easiness of eating the type of noodles with the advertisement that aired as a form of delivery of knowledge about products from instant noodle manufacturers in Indonesia. The purpose of this study is to find out how the attractiveness of advertising messages and credibility of celebrity endorser on noodle ads on television. We conducted a survey in 2017 to 96 students at 6 high schools in Jakarta. The sampling technique is a cluster sampling of 17 people (SMA 18), 23 people (SMK 9), 18 (SMA 3), 18 People (SMA 5), 18 People (SMK 7), 2 persons (MA). The results showed that; 1) The attractiveness of advertising messages significantly affects brand awareness with a sig value. 0,000 t table 1.989. This means that Ads served to the artist's preferred use strategy will affect the brand awareness of their customers. 2) The credibility of Celebrity Endorser significantly influences brand awareness with sig. 0.000 (0.05 and t value 4.962> t table 1.989) meaning credibility of artist used as endorser celebrity contributes to brand awareness to consumer 3) Power drag Ad messages and credibility of celebrity endorser simultaneously have a significant effect on Awareness brand with sig value 0,000 <0,05 and f count value 124,452> f table 3.09. The coefficient of determination showed that R Square 0,656 mean 65.6% simultaneously Between Attraction of Advertising with Celebrity Endorser Credibility influence to brand Awareness. Generally, it can be concluded that the majority of high school students are interested in noodle advertisement that aired on television. They also like the celebrity endorser that is in use as an advertiser. The selection of ad stars gives impact to the likes on the products advertised.