Sholeh, Ceppi Habibi (2019) Pengaruh Kredibilitas Selebriti Endorser Terhadap Minat Pembelian Produk Smartphone Oppo F9. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh secara parsial dan simultan antara kredibilitas selebriti endorser terhadap minat pembelian produk smartphone OPPO F9 dengan menggunakan analisis Elaboration Likelihood Model. Pada penelitian ini kedua rute Elaboration Likelihood Model digunakan untuk menganalisis kredibilitas selebriti endorser. Variabel terdiri dari kredibilitas selebriti endorser dibagi ke dalam rute periferal dan rute sentral. Variabel independen pada rute periferal terdiri dari Visibility (X1), Credibility (X2), Attractiveness (X3), dan Product Match-up (X4). Sedangkan variabel pada rute sentral Power (X5). Variabel dependen adalah minat pembelian (Y). Metode penelitian yang digunakan ialah kuantitatif eksplanatif dengan menggunakan kuesioner yang disebarkan secara online kepada 272 responden yang pernah melihat cuplikan iklan smartphone OPPO F9 versi Chelsea Islan. Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan terdapat pengaruh yang positif dan signifikan antara kredibilitas selebriti endorser terhadap minat pembelian. Variabel yang memiliki pengaruh paling dominan adalah variabel Visibility (X1). Hasil tersebut menunjukkan bahwa konsumen yang pernah melihat cuplikan iklan smartphone OPPO F9 versi Chelsea Islan menggunakan elaborasi yang rendah dalam minat pembelian.
English Abstract
The purpose of this study to determine the effect of celebrity endorser credibility to purchase intention OPPO F9 smartphone products by using Elaboration Likelihood Model analysis. In this study, both routes of Elaboration Likelihood Model are used to analyze celebrity endorser credibility that is divided into peripheral route and central route. The independent variables on peripheral route are Visibility (X1), Credibility (X2), Attractiveness (X3), and Product Match-up (X4). The variable in central route are Power (X5). Dependent variable is the purchase intention (Y). The research method is explanative quantitative by using questionnaires distributed online to 272 respondents who have seen footage of OPPO F9 smartphone advertisement version of Chelsea Islan. The data analysis technique used is multiple linear regression. The result of this study showed that there is a significantly positive effect between celebrity endorser credibility to purchase intention. The variable that has the most dominant influence is a variable of Visibility (X1). These results showed that consumers who have seen footage of OPPO F9 smartphone advertisement version of Chelsea Islan using low elaboration in purchase intention.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/.2019/498/051905329 |
| Uncontrolled Keywords: | Elaboration Likelihood Model, kredibilitas selebriti endorser, minat pembelian, Elaboration Likelihood Model, celebrity endorser credibility, purchase intention. |
| Subjects: | 300 Social sciences > 381 Commerce (Trade) > 381.1 Marketing channels > 381.14 Retail channels by merchandising pattern > 381.142 Teleshopping |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Nur Cholis |
| Date Deposited: | 18 Aug 2020 02:57 |
| Last Modified: | 18 Aug 2020 02:57 |
| URI: | http://repository.ub.ac.id/id/eprint/171346 |
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