Wijayaningrum, Laras Ayu (2018) The Effect Of Celebrity Endorser On Brand Awareness And It’s Impact On Purchase Decision (Study On Undergraduate Student Of Oppo Smartphone In Malang City). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Celebrity Endorser terhadap Brand Awareness, (2) menjelaskan pengaruh Celebrity Endorser terhadap Purchase Decision, (3) menjelaskan pengaruh Brand Awareness terhadap Purchase Decision. Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Celebrity Endorser,Brand Awareness dan Purchase Decision. Kriteria populasi dalam penelitian ini adalah konsumen yang berstatus sebagai mahasiswa aktif S1 dengan usia minimal 18 tahun-22 tahun, pernah melihat iklan dari Oppo Smartphone, dan telah melakukan pembelian salah satu produk Oppo Smatphone. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara online kepada 116 responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa 1) Celebrity Endorser berpengaruh secara signifikan terhadap Brand Awareness, (2) Celebrity Endorser secara signifikan terhadap Purchase Decision, (3)Brand Awareness secara signifikan terhadap Purchase Decision. Ketiga diantaranya yakni, pengaruh hubungan antara Celebrity Endorser terhadap Brand Awareness dengan pengaruh sebesar 0.570. Pengaruh Brand Awareness terhadap Purchase Decisionsebesar 0.255. Sedangkan pengaruh Celebrity Endorser terhadap Purchase Decision terdapat pengaruh secara langsung sebesar 0.577 dan mempunyai pengaruh tidak langsung melalui Brand Awareness, yakni sebesar 0.145 sehingga didapatkan total pengaruh sebesar 0.722.Berdasarkan hasil penelitian, sebaiknya perusahaan Oppo Smartphone dapat meningkatkan kualitas iklan mereka dengan menggunakan Celebrity Endorser dengan cara memilih criteria Celebrity Endorser dengan tepat agar sesuai dengan produk Oppo Smartphone yang akan diiklankan. Melalui peningkatan Celebrity Endorser diharapkan semakin banyak konsumen yang sadar dan melakukan pembelian terhadap Oppo Smartphone.
English Abstract
This research aimed to (1) explain the influence of Celebrity Endorser on Brand Awareness, (2) explaining the influence of Celebrity Endorser on Purchase Decision, (3) explaining the influence of Brand Awareness on Purchase Decision. The type of this research is explanatory research with quantitative approach. The variables of the research are Celebrity Endorser, Brand Awareness dan Purchase Decision. The criteria of population in this research are (1) Undergraduate Student User of Oppo Consumer with 18-22 years old as the minimum of age, (2) Have bee seen Oppo Advertisement that use Celebrity Endorser, and (3) Had purchased Oppo Product. The sampling technique for this research was using purposive sampling and the data collection method by distributiononline questionnaire to 116 respondents according to population criteria. Data analysis used descriptive analysis and path analysis. The results showed (1) Celebrity Endorser has significant influence on Brand Awareness, (2) Celebrity Endorser has significant influence on Purchase Decision, (3) Brand Awareness has significant influence on Purchase Decision. Which is, the influence of the relationship between Celebrity Endorser to Brand Awareness with total influence of 0.570. The effect of Brand Awareness on Purchase Decisions is 0.255. While thereis direct effect of Celebrity Endorser on Purchase Decision of 0.577 and have indirect effect through Brand Awareness, which is equal to 0.145 with total effect is 0.722. Based on the results of research, the company should improve the quality of their advertisement by using celebrity endorser by choosing the right celebrity endorser criteria to fit the Oppo Smartphone product that wants to advertised. Through intense Celebrity Endorser is expected more consumers are aware and make purchases of Oppo Smartphone
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/562/051807756 |
| Uncontrolled Keywords: | Celebrity Endorser, Brand Awareness,Purchase Decision, dan Smartphone, Celebrity Endorser, Brand Awareness, Purchase Decision and Smartphone |
| 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 Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Nur Cholis |
| Date Deposited: | 28 Aug 2019 07:51 |
| Last Modified: | 28 Oct 2021 03:58 |
| URI: | http://repository.ub.ac.id/id/eprint/166127 |
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