Permana, Lalu Wahyu (2017) Pengaruh Celebrity Endorser terhadap Minat Beli Konsumen (Studi Elaboration Likelihood Model Bara Pattiradjawane dalam Iklan Tantangan Sambal ABC (2016). Sarjana thesis, Universitas Brawijaya.
Abstract
Teori Elaboration Likelihood Model menjelaskan mengenai bagaimana seseorang memproses suatu pesan komunikasi yang diterimanya yang meimbulkan perubahan sikap setelah memproses pesan tersebut (Lien, dalam Devitarani. 2014). Elaboration Likelihood Model menggambarkan bahwa di dalam proses persuasi terdapat dua rute untuk persuasi, diantaranya adalah rute periferal dan sentral (Abdurrahman, 2014). Dalam penelitian ini, peneliti menggunakan Elaboration Likelihood Model sebagai landasan teorinya. Objek penelitian dalam penelitian ini adalah iklan Tantangan Sambal ABC (2016) yang telah diposting oleh Sambal ABC dalam akun Instagram resminya yaitu @sambal_abc. Target responden dalam penelitian ini adalah 100 orang followers akun Instagram @sambal_abc. Penelitian ini menggunakan metodologi penelitian eksplanatif kuantitatif dengan menggunakan lebih dari satu variabel independen (X), diantaranya adalah attractiveness (X1), product match-up (X2), trustworthiness (X3), dan expertise (X4), serta satu variabel dependen (Y) yaitu minat beli konsumen. Hasil analisis data menunjukkan bahwa secara parsial, variable attractiveness (X1) product match-up (X2), trustworthiness (X3), dan expertise (X4) memberikan pengaruh positif terhadap minat beli konsumen (Y) sambal ABC. Lebih rinci lagi, variable attractiveness (X1) adalah satu-satunya variable yang berpengaruh signifikan terhadap minat beli konsumen (Y) sambal ABC. Sedangan variable product match-up (X2), trustworthiness (X3), dan expertise (X4) memberikan pengaruh yang positif, namun tidak signifikan. Hasil analisis data secara simultan menunjukkan bahwa masing-masing variable X yaitu, variable attractiveness (X1) product match-up (X2), trustworthiness (X3), dan expertise (X4) secara Bersama-sama memberikan pengaruh terhadap variable Y (minat beli konsumen) Sambal ABC. Selain itu, hasil dari penelitian ini membuktikan bahwa pengaruh yang ditimbulkan oleh variable (X) yang tergabung dalam rute peripheral memiliki pengaruh yang lebih signifikan jika dibandingkan dengan variable (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 message (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, researchers used Elaboration Likelihood Model as the theoretical basis. The object of this research is Tantangan Sambal ABC (2016) advertisement which has been posted in by Sambal ABC’s official Instagram (@sambal_abc). The respondents target in this research is 100 people who follows @sambal_abc Instagram account. This research uses quantitative explanative research methodology by using an online questionnaire and multiple linier regression data analysis techniques. This research also using more than one independent variable (X). The independent variables (X) included peripheral route are attractiveness (X1), product match-up (X2), and trustworthiness (X3). While the independent variables (X) included central route is expertise (X4). Also, this research be equipped with one dependent variable (Y ) which is consumer buying interest. The result of data analysis shows that partially, attractiveness (X1) product match-up (X2), trustworthiness (X3), and expertise (X4) give positive influence to consumer buying interest (Y) of ABC sauce. More specifically, the attractiveness (X1) variable is the only variable that significantly affects consumer buying interest (Y) of ABC sauce. The variable product match-up (X2), trustworthiness (X3), and expertise (X4) give a positive effect too, 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 toward the variable (Y) (consumer buying interest ) of ABC sauce. 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/2017/845/051711178 |
| Uncontrolled Keywords: | Elaboration Likelihood Model, Celebrity Endorser, Minat Beli Konsumen, Penelitian Eksplanatif |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.2 Communication |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 08 Nov 2017 07:58 |
| Last Modified: | 06 Nov 2024 04:18 |
| URI: | http://repository.ub.ac.id/id/eprint/5081 |
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