PENGARUH PESAN DAN PENGGUNAAN ENDORSER PADA IKLAN TELEVISI TERHADAP KEPUTUSAN PEMBELIAN MINUMAN YOU C 1000 VITAMIN DI SURABAYA SELATAN

Abstract

In 2011, PDB has increased by 6.5 %, and in the first quarter of 2012, PDB has increased by 6.3 % ( BPS 2012 ). It occurs a change in spending from Indonesian consumer for FMCG products (Fast Moving Of Consumer Goods). According to the Nielsen research, it shows that the household spending for health category has increased since the year of 2009. This applies also to the purchase of the healthy drink products. PT. Djojonegoro C-1000 is one of the healthy drink companies with a brand You C 1000. The promotion strategies, especially the right television commercial have a big influence on the actions of consumers to purchase the drinks You C 1000 Vitamin.This research aims to discuss the influence of advertising messages and the characteristics of celebrity as the endorser of television commercial towards the decision purchase of You C 1000 Vitamin in South Surabaya. Data were analyzed by multiple linier regression. The result showed that the message and celebrity endorser give contribution of influenced on purchase decision.  Keywords : message, celebrity endorser, and purchase decision.