Pengaruh Penggunaan Celebrity Endorser dalam Iklan terhadap Brand Image Motor Yamaha di Komunitas Yamaha R15 Soloraya

The formation of an image on a brand is an effort that must be made to build a good image in the community, because in a good image in the eyes of consumers will create effective communication between products and consumers. This study aims to see how the influence of Celebrity Endorser in forming Brand Image. This research was carried out in Surakarta especially in the Soloraya Yamaha R15 Community. The sampling technique uses a quantitative descriptive method using research instruments, namely questionnaires with a sample of 50 people, the determination of respondents using Slovin formula with an error tolerance of 5%. After the t test is calculated using the SPSS 21.00 program, based on the results of data analysis, the results of the tcount test are 5.446 and sig. 0,000 and significance (p) = 0,000; (p