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Studi berangkat dari dorongan promosi yang intens serta penggunaan selebriti sebagai endorser untuk meningkatkan perhatian, membangun kesan positif, hingga memengaruhi niat pembelian. Metode eksplanatori dengan pengambilan sampel simple random sampling, kuesioner, analisis kuantitatif, dan uji hipotesis menggunakan Pearson product moment. Hasil menunjukkan iklan Honda Scoopy di televisi dinilai cukup baik.",{"@graph":63,"@context":119},[64,81,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,72,75,78],{"item":68,"name":69,"@type":70,"position":71},"https://docshare.wps.com","Home","ListItem",1,{"item":73,"name":9,"@type":70,"position":74},"https://docshare.wps.com/id/document/",2,{"item":76,"name":31,"@type":70,"position":77},"https://docshare.wps.com/id/document/penelitian-laporan/",3,{"item":79,"name":59,"@type":70,"position":80},"https://docshare.wps.com/id/document/the-influence-of-using-the-vierra-band-endorser-in-honda-scoopy-tv-advertising-on-brand-image-formation/316760/",4,{"url":79,"name":59,"@type":82,"image":83,"author":88,"headline":59,"publisher":91,"fileFormat":94,"inLanguage":57,"description":61,"dateModified":95,"datePublished":96,"encodingFormat":94,"isAccessibleForFree":97,"interactionStatistic":98},"DigitalDocument",{"url":84,"@type":85,"width":86,"height":87},"https://docshare.wps.com/thumbnails/the-influence-of-using-the-vierra-band-endorser-in-honda-scoopy-tv-advertising-on-brand-image-formation/316760.png","ImageObject",300,407,{"name":89,"@type":90},"Jake","Person",{"url":68,"name":92,"@type":93},"DocShare","Organization","application/pdf","2026-09-30","2026-09-20",true,{"@type":99,"interactionType":100,"userInteractionCount":74},"InteractionCounter",{"@type":101},"ViewAction",{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"Apa fokus penelitian tentang iklan Honda Scoopy?","Question",{"text":109,"@type":110},"Penelitian berfokus pada pengaruh penggunaan endorser Band Vierra pada iklan Honda Scoopy di televisi terhadap terbentuknya brand image pada remaja RW 010 Perumnas II Karawaci Tangerang.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"Mengapa endorser selebriti digunakan dalam iklan menurut naskah?",{"text":114,"@type":110},"Endorser selebriti dipandang memberi keuntungan publisitas dan kekuatan menarik perhatian, serta membantu membangun atau membentuk image merek di benak konsumen.",{"name":116,"@type":107,"acceptedAnswer":117},"Bagaimana metode dan teknik pengumpulan data penelitian ini?",{"text":118,"@type":110},"Metode yang digunakan bersifat eksplanatori. Data dikumpulkan melalui kuesioner dengan teknik pengambilan sampel simple random sampling proporsional, lalu dianalisis secara kuantitatif dan diuji hipotesis menggunakan Pearson product moment.","https://schema.org",{"og:url":79,"og:type":121,"og:title":59,"og:site_name":92,"og:description":61},"article",{"robots":123,"canonical":79},"index,follow",{"doc_id":125,"site_id":56},316760,1790727646,{"code":4,"msg":5,"data":128},{"doc_id":125,"user_id":129,"nickname":89,"user_avatar":130,"doc_module":4,"category_id":30,"category_name":31,"doc_title":59,"doc_description":61,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":74,"is_deleted":4,"is_public":71,"is_downloadable":71,"audit_status":71,"page_count":136,"language":137,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":138,"faqs":139,"seo_title":140,"seo_description":61,"update_tm":141,"read_time":142},962084928904,"https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","PENGARUH PENGGUNAAN ENDORSER BAND VIERRAPADA IKLAN HONDA SCOOPY DI TELEVISI  \nTERHADAP TERBENTUKNYA BRAND IMAGE  \nArdiAdithya S  \nFakultas Ilmu Komunikasi Universitas Prof. Dr. Moestopo (Beragama), Jakarta  \n[wagiyo@moestopo.ac.id](wagiyo@moestopo.ac.id)  \nAbstract  \nThe research was motivated by many marketers and advertising making use of celebrity endorsers in particular to introduce and promote a product or service. The use of celebrities as endorsers for a commercial product or service expected to impart increased awareness and establish a positive impression in the minds of consumers, and ultimately creating a follow-purchase. Based on the background of the problem, the formulation of theproblem in this research is “how much influence the use of endorsers in advertisements Band Vierra Honda Scoopy the formation of brand image among adolescent RW 010 Housing II Karawaci Tangerang?”. While the purpose of this study was to determine the response teenagers RW 010 Housing II Karawaci Tangerang Vierra as an endorser of the influence on the formation of an ad Honda Scoopy television brand image, know the brand image of Honda Scoopy.  \nAs the cornerstone think this study used the theory Stimulus-Organism-Response. This theory is supported by the model need VISCAP. In addition to describing the process of the formation of brand image (brand image), the author uses the theory of Hierarchy Effects Off.  \nThe method used is explanatory. Decision-sampling technique using simple random sampling proportionate sample. Data was collected by distributing questionnaires to the respondents technique. Then the data is collected and interpreted quantitatively analyzed to obtain an overview of the observed variables. After that hypothesis testing using Pearson product moment technique.  \nBased on research and analysis of data that Honda Scoopy ads on television quite good.  \nKeywords: Advertising, Endoser, Brand Image  \nLatar belakang masalah  \nPadatnya penduduk di Indonesia, terutama di  \nkota-kota besar menyebabkan kemacetan di ja  \nlan raya, sehingga orang – orang lebih memilihkendaraan roda dua untuk dipakai sehari – hari karenamudah, irit, efisien, dan cepat. Persaingan di dunia industri otomotif pada kendaraan roda dua yang semakinketat menuntut produsen untuk berusaha sekuat mungkin melakukan promosi guna meningkatkan jumlahpembelian salah satunya dengan beriklan.  \nIklan sebagai media penyampaian pesan dalamperiklanan, seringkali menggunakan sosok endorser sebagai salah satu strategi marketing dalam periklanan. Terdapat beberapa jenis endorser yang digunakandalam periklanan, salah satunya adalah adalah endorserselebriti (celebrity) ” Hal ini disebabkan penggunaanselebriti sebagai endorser dalam periklanan memiliki keuntungan dalam publisitas dan kekuatan menarik perhatian (attention getting power) .”  \nPenggunaan selebriti untuk sebuah iklan memang menjadi keputusan yang dilematis. Bukan hanya karenabiayanya yang sangat tinggi, tetapi karena ini adalah sebuah proses peningkatan image sebuah merek pada image seorang bintang. Image selebriti yang terlalu kuat bisa menutupi image merek. Apalagi jika padasaat yang bersamaan ada event-event lain yang jugamengekspos bintang ini secara berlebihan. Merek yang dibawakan dalam iklan bisa jadi tidak diingat sama sekali oleh khalayak.  \nDari penjelasan tersebut, peneliti mencoba melakukan penelitian untuk melihat bagaimana pengaruh penggunaan band Vierra sebagai endorser pada iklan Honda Scoopy di televisi terhadap terbentuknya brand image di kalangan remaja warga RW 010 Perumnas IITangerang.  \nEndorser dapat menimbulkan reaksi yang positif dalam mempengaruhi perilaku konsumen terhadap merek yang mereka bintangi. Para selebriti juga memi-  \nWacana Volume XI No.4, November 2012  \nliki pengaruh yang kuat terhadap konsumen, dan mereka juga dipercaya untuk mewakili kepribadian dari merek yang mereka bawakan. Karakteristik dari selebriti itu sendiri juga dapat membangun image dari merek yang mereka baw","cbCaijXgDWnYOEvj","https://ap.wps.com/l/cbCaijXgDWnYOEvj","pdf",628236,23,"Indonesian","# Latar Belakang Masalah\n# Rumusan Masalah dan Tujuan Penelitian\n# Landasan Teori\n# Metode Penelitian\n# Hasil Penelitian dan Analisis\n# Kata Kunci\n# Pembatasan Masalah\n# Pembatasan Istilah","[{\"question\":\"Apa fokus penelitian tentang iklan Honda Scoopy?\",\"answer\":\"Penelitian berfokus pada pengaruh penggunaan endorser Band Vierra pada iklan Honda Scoopy di televisi terhadap terbentuknya brand image pada remaja RW 010 Perumnas II Karawaci Tangerang.\"},{\"question\":\"Mengapa endorser selebriti digunakan dalam iklan menurut naskah?\",\"answer\":\"Endorser selebriti dipandang memberi keuntungan publisitas dan kekuatan menarik perhatian, serta membantu membangun atau membentuk image merek di benak konsumen.\"},{\"question\":\"Bagaimana metode dan teknik pengumpulan data penelitian ini?\",\"answer\":\"Metode yang digunakan bersifat eksplanatori. Data dikumpulkan melalui kuesioner dengan teknik pengambilan sampel simple random sampling proporsional, lalu dianalisis secara kuantitatif dan diuji hipotesis menggunakan Pearson product moment.\"}]","PENGARUH PENGGUNAAN ENDORSER BAND VIERRA PADA IKLAN HONDA SCOOPY DI TELEVISI TERHADAP TERBENTUKNYA BRAND IMAGE | PDF",1789923238,35]