-, Nuriyanna (2019) Pengaruh Celebrity Endorser Suhay Salim Terhadap Purchase Intention (Studi Pada Calon Konsumen Produk Kecantikan Merek Safi Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Konsumsi produk di industri kecantikan semakin meningkat, sehingga membuat banyak produk kecantikan yang berlomba-lomba mengenalkan dan memasarkan produknya baik dari dalam negri maupun produk luar negri yang berusaha masuk ke Indonesia. Dalam memasarkan produk, pemilihan celebrity endorser yang tepat diharapkan dapat meningkatkan purchase intention. Tujuan Penelitian ini adalah untuk menganalisis dan menjelaskan keterkaitan hubungan antara trustworthy, expertise, physical attractiveness, respect dan similiarity terhadap purchase intention produk kecantikan merek Safi di Kota Malang. Jenis penelitian ini menggunakan explanatory research. Penelitian ini menggunakan 170 sampel dengan metode non-probability samping dengan teknik purposive sampling. Analisa data dalam pengujian instrument penelitian dengan menggunakan SPSS ver 20.0 melalui tahapan analisis regresi linear berganda, dengan uji hipotesis menggunakan (uji-t). Hasil penelitian menunjukkan bahwa trustworthy, expertise, physical attractiveness, respect dan similiarity berpengaruh signifikan terhadap purchase intention. Expertise memeliki pengaruh yang paling tinggi. Hal ini menunjukkan bahwa Suhay Salim sebagai celebrity endorser memiliki keahlian yang sangat tinggi dalam mengkomunikasikan prroduk kecantikan merek Safi di media sosialnya.
English Abstract
The consumption of products in the beauty industry is increasing, this makes many beauty products competing to introduce and market their products. Both from within the country and overseas businesses who are trying to enter the Indonesian market. In marketing products, choosing the right celebrity endorser is expected to increase purchase intention. The purpose of this study is to analyze and explain the relationship between trustworthy, expertise, physical attractiveness, respect and similarity on purchase intention towards Safi beauty products in Malang. The sample of this explanatory research is selected through non-probability sampling method with purposive sampling technique, resulting in 170 samples. Data analysis using Multiple Linear Regression Analysis and hypothesis testing using t-test performed using SPSS 20.0. The results show that trustworthy, expertise, physical attractiveness, respect and similarity significantly effect on purchase intention. The most influential is Expertise. It shows that Suhay Salim as an endorser of celebrities has high expertise in communicating Safi's brand beauty products on her social media.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/121/051903558 |
| Uncontrolled Keywords: | celebrity endorser, purchase intention, pemasaran internet, komunikasi pemasaran, celebrity endorser, purchase intention, internet marketing, marketing communication |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.872 Telemarketing and direct marketing |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 23 Aug 2020 14:01 |
| Last Modified: | 21 Oct 2021 06:40 |
| URI: | http://repository.ub.ac.id/id/eprint/170464 |
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