Wijaya, Andy Kurniawan (2018) Pengaruh Celebrity Endorser terhadap Brand Awareness Instagram @jimshoney.surabaya (Studi Elaboration Likelihood Model). Sarjana thesis, Universitas Brawijaya.
Abstract
Teori Elaboration Likelihood Model menjelaskan mengenai bagaimana seseorang memproses suatu pesan komunikasi yang diterimanya yang menimbulkan perubahan sikap setelah memproses pesan tersebut (Lien, dalam Devitarani, 2014). Elaboration Likelihood Model menggambarkan bahwa di dalam proses persuasi terdapat dua rute yaitu rute peripheral dan rute sentral (Abdurrahman, 2014). Dalam penelitian ini, peneliti menggunakan Elaboration Likelihood Model sebagai teorinya. Objek penelitian ini adalah celebrity endorser yang diposting oleh akun Instagram @jimshoney.surabaya. Target responden dalam penelitian ini adalah 100 orang followers akun Instagram @jimshoney.surabaya. Penelitian ini menggunakan metodologi penelitian eksplanatif kuantitatif dengan menggunakan lebih dari satu variabel independen (X), yaitu attractiveness (X1), product match-up (X2), trustworthiness (X3), dan expertise (X4), serta satu variabel dependen (Y) yaitu brand awareness. Hasil analisis data menunjukkan bahwa secara parsial, variabel attractiveness (X1), product match-up (X2), trustworthiness (X3), dan expertise (X4) memberikan pengaruh positif terhadap brand awareness (Y). Lebih rinci lagi, variabel attractiveness (X1), product match-up (X2), trustworthiness (X3) berpengaruh secara signifikan terhadap brand awareness (Y). sedangkan variabel expertise (X4) memberikan pengaruh positif, namun tidak signifikan. Hasil analisis data secara simultan menunjukkan bahwa masing-masing variabel X, yaitu variabel attractiveness (X1), product match-up (X2), trustworthiness (X3), dan expertise (X4) secara bersama-sama memberikan pengaruh terhadap brand awareness (Y). Selain itu, hasil dari penelitian ini membuktikan bahwa pengaruh yang ditimbulkan oleh variabel (X) yang tergabung dalam rute peripheral memiliki pengaruh yang lebih signifikan jika dibandingkan dengan variabel (X) yang tergabung dalam rute sentral.
English Abstract
The Elaboration Likelihood Model Theory explains how a person processes a message of communication that receives a change of attitude after processing the messages (Lien, in Devitarani, 2014). Elaboration Likelihood Model illustrates that in the process of persuasion, there are two routes, including the peripheral and central routes (Abdurrahman, 2014). In this study, researcher used Elaboration Likelihood Model as the theoretical basis. The object of this research is Celebrity endorser which being promoted and posted on @jimshoney’s Instagram account. The respondents whom targeted in this research are 100 people whose following @jimshoney.surabaya on Instagram. This research used quantitative explanative as a methodology by using an online questionnaire and multiple linier regression data analysis techniques. This research using more than one independent variable (X). The independent variables (X) included peripheral route are attractiveness (X1), product match-up (X2), trustworthiness (X3), and expertise (X4). And then, this research has been equipped with a dependent variable (Y) which is brand awareness. The result of data analysis shows that partially, attractiveness (X1), product match-up (X2), trustworthiness (X3), and expertise (X4) give positive influence to brand awareness (Y). More specifically, the third one, which is attractiveness (X1), product match-up (X2), trustworthiness (X3), significantly has affects brand awareness of @jimshoney.surabaya. The variable expertise (X), give a positive effect, but insignificant. The result of data analysis simultaneously shows that each variable X which is, attractiveness (X1), product match-up (X2), trustworthiness (X3), and expertise (X4) together towards the brand awareness variable (Y). In addition, the results of this study prove that the influence caused by the variable (X) incorporated in the peripheral route has a more significant influence when compared with the variable (X) incorporated in the central route.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/1028/051900177 |
| Uncontrolled Keywords: | Elaboration Likelihood Model, social media marketing, celebrity endorser, kesadaran merk.-Elaboration Likelihood Model, social media marketing, celebrity endorser brand awareness. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 23 Apr 2019 06:30 |
| Last Modified: | 25 Oct 2021 03:31 |
| URI: | http://repository.ub.ac.id/id/eprint/163330 |
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