Tiyara Gita Marieska (66140102), Celebrity Endorser Credibility, Ad Attractiveness towards Brand Attitude to prospective consumers of Mesz.


This study aims to analyze the efect of Celebrity Endorser Credibility and Ad Attractiveness on Brand Attitude. This research was conducted with a quantitative method with a survey approach. The analysis is carried out in quantitative descriptive and verification. The results of the study showed that the results of the respondents about celebrity endorser credibility were positive and high. Second, the results of the Ad Attractivness respondents in Mesz show the results that the attractiveness of the ads on Mesz is interesting. Third, the brand's attitude is positive and high in the minds of consumers. Fourth, there is a positive and significant influence on celebrity endorser credibility on brand attitude. Fifth, there is a positive and significant influence on ad attractivness variables on brand attitude. The sixth result of simultaneous hypothesis testing is obtained that the variables of celebrity endorser credibility and ad attractivness together have a significant effect on brand attitude.


Keywords : Celebrity endorser credibility, Ad attractiveness, Attitude towards the brand, Brand Attitude