Pengaruh Source Credibility Dan Celebrity-Product Congruence Dr Richard Lee Terhadap Purchase Intention Produk Skincare

Saputra, Arya Nata and Nia Ashton Destrity, S.I.Kom., MA. (2024) Pengaruh Source Credibility Dan Celebrity-Product Congruence Dr Richard Lee Terhadap Purchase Intention Produk Skincare. Sarjana thesis, Universitas Brawijaya.

Abstract

Variabel kredibilitas sumber serta kesesuaian selebriti dan produk telah banyak diteliti dalam konteks celebrity endorsement. Namun, hanya sedikit diteliti dalam konteks celebrity Entrepreneur Endorsement. Perkembangan praktik endorsement dan meningkatnya persaingan pasar membuat evaluasi efektivitas pesan iklan menjadi penting. Penelitian ini bertujuan mengetahui pengaruh kredibilitas sumber serta kesesuaian selebriti dan produk dr. Richard Lee mempengaruhi minat beli pada produk skincare. Penelitian ini menggunakan pendekatan kuantitatif, metode survei dan analisis regresi berganda terhadap 394 responden yang dipilih melalui purposive sampling. Temuan menunjukkan kredibilitas sumber serta kesesuaian selebriti dan produk berpengaruh positif terhadap minat beli ketika dr. Richard Lee, seorang celebrity entrepreneur, endorse produknya sendiri. Implikasi teoritis dan praktikal dibahas lebih lanjut dalam penelitian ini.

English Abstract

The variables of source credibility and celebrity product congruence have been extensively researched in the context of celebrity endorsement, but little attention has been given to these variables in celebrity Entrepreneur Endorsement. The evolving endorsement practices and increased market competition, evaluating the effectiveness of advertising messages has become important. This study aimed to explore the impact of source credibility and celebrity product congruence dr. Richard Lee on purchase intention of a skincare product. This research employed quantitative approaches, survei methods, and multiple regression on 394 respondents who were selected through purposive sampling. Our finding revealed that source credibility and celebrity product congruence have a positive effect on purchase intention, when dr. Richard Lee, a celebrity entrepreneur, endorses his product. This study also discusses the theoretical and practical implications of the findings.

Item Type:	Thesis (Sarjana)
Identification Number:	052411
Uncontrolled Keywords:	Celebrity Entrepreneur Endorsement, Kredibilitas Sumber, Kesesuaian Selebriti dan Produk, Minat Beli-Celebrity Entrepreneur Endorsement, Source Credibility, Celebrity Product Congruence, Purchase Intention
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User:	Sugeng Moelyono
Date Deposited:	25 Jul 2024 08:45
Last Modified:	25 Jul 2024 08:45
URI:	http://repository.ub.ac.id/id/eprint/223032

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