ANALISIS EFEKTIVITAS PENGGUNAAN TOKOH AGAMA DALAM PEMBENTUKAN CITRA PRODUK PERUSAHAAN

Abstract

This research was conducted to know the effectivity of using religious figure as a brandambassador in form a good image for the product. This research used descriptive researchand the research methods were survey method. The factors in this research which influencethe product image were grouped into product acknowledge, religious figure acknowledge,efficiency of using religious figure, the advertising contents can confidence the audiens, andthe product image can be representative by religious figure. Data collection techniques usedwas interview, questioner, and bibliography study. Sampling method was judgementalsampling with the respondents are those who buy more then 5 botol and for their ownconsumption. Data analysis technique used in this research was qualitative analysistechnique.