Imanita, Mayrizka Altriana Widya (2014) Pengaruh Kredibilitas Perusahaan Dan Kredibilitas Endorser Pada Sikap Konsumen (Terhadap Iklan Dan Merek) Dan Intensi Membeli. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kredibilitas perusahaan dan kredibilitas endorser pada sikap konsumen (terhadap iklan dan merek) dan intensi membeli . Jenis penelitian adalah penelitian eksperimen. Penelitian ini menggunakan desain faktorial 2x2. Penelitian ini menggunakan empat macam iklan cetak sebagai stimulus eksperimen. Iklan cetak tersebut antara lain: iklan Pepsodent dengan Agnes Monica sebagai endorser , iklan Pepsodent dengan Camellia Lubis (Camel Petir) sebagai endorser , iklan Ritadent dengan Agnes Monica sebagai endorser dan iklan Ritadent dengan Camel Petir sebagai endorser . Partisipan yang dipilih untuk penelitian ini adalah mahasiswa Universitas Brawijaya. Partisipan dalam penelitian ini berjumlah 160 orang yaitu laki-laki sebanyak 56 orang dan perempuan sebanyak 104 orang. Data primer di dalam penelitian ini dikumpulkan melalui penyebaran kuesioner . ANOVA digunakan untuk menguji pengaruh dari variabel independen penelitian (kredibilitas perusahaan dan kredibilitas endorser ) terhadap variabel sikap terhadap iklan, sikap terhadap merek dan intensi membeli. Hasil dari penelitian ini menunjukkan bahwa kredibilitas endorser berpengaruh positif pada sikap terhadap iklan, sikap terhadap merek dan intensi membeli. Kredibilitas perusahaan juga berpengaruh positif pada sikap terhadap iklan, sikap terhadap merek dan intensi membeli. T erdapat interaksi antara kredibilitas perusahaan dan kredibilitas endorser pada sikap terhadap iklan dan sikap terhadap merek . Selain itu, t erdapat interaksi antara kredibilitas perusahaan dan kredibilitas endorser terhadap intensi membeli . Penelitian ini mendukung penelitian terdahulu bahwa kredibilitas perusahaan dan kredibilitas endorser mempengaruhi sikap konsumen dan intensi membeli. Oleh karena itu, penting bagi perusahaan untuk memiliki kredibilitas yang baik agar dapat mempengaruhi sikap dan minat beli konsumen secara positif. Selain itu, para pemasar juga dituntut untuk lebih selektif dalam memilih endorser untuk meraih efektivitas iklan dan peningkatan minat beli konsumen.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2014/467/051407948 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Hasbi |
| Date Deposited: | 02 Dec 2014 13:45 |
| Last Modified: | 29 Nov 2021 03:45 |
| URI: | http://repository.ub.ac.id/id/eprint/107501 |
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