THE RELATIONSHIP OF AFFECTIVE AND COGNITIVE RESPONSES AND THEIR EFFECT ON TYPICAL PERSON ENDORSER BRAND IMAGE COSMETICS

Rama Dwissa  Wiana; Dwika Lutfhi  Permana; Janeru  Kennedy

doi:10.53067/ije3.v1i1.95

Authors

Rama Dwissa Wiana Polytechnic of Science of the Art of Creativity
Dwika Lutfhi Permana Polytechnic of Science of the Art of Creativity
Janeru Kennedy Polytechnic of Science of the Art of Creativity

DOI:

https://doi.org/10.53067/ije3.v1i1.95

Keywords:

Typical Person Endorser, Cognitive, Active Response

Abstract

The population of this study were people who knew and had heard of or seen Cosmetics ads. Because the population is not limited in number, a study sample of 100 respondents was taken, consisting of 50 male respondents and 50 female respondents. Sampling technique with accidental sampling. Data is collected with a questionnaire. The data analysis techniques used are multiple linear regression tests and simple linear regression tests. The results showed: partially affective response to the typical person endorser in testimonial ads on brand image has a positive effect on the brand image of Cosmetics, but the more dominant influence is male respondents, partial cognitive response to typical person endorsers in testimonial ads on brand image positively affects brand image Cosmetics , but the more dominant influence is female respondents, Together affective responses to typical person endorsers in testimonial advertisements on brand images and cognitive responses to typical person endorsers in testimonial advertisements on brand images have a positive effect on brand image Cosmetics, among these 2 variables the greatest influence is the variable affective response to the typical person endorser in testimonial ads on brand image male respondents, brand image positively affects the brand attitude of Cosmetics

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