Pengaruh Celebrity Endorsment Pada Media Sosial Instagram Terhadap Keputusan Pembelian Produk Erigo

Nurul Hairunnisa, Dian Hartati

Sari


Abstrak

Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini adalah Kepercayaan (X1), Keahlian (X2), Daya Tarik (X3), Rasa Hormat (X4) dan Kesamaan (X5) dan Struktur Keputusan Pembelian (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner secara online pada konsumen yang pernah membeli produk Erigo melalui Instagram dan mengetahui Arief Muhammad sebagai brand endorser dari Erigo. Sampel yang digunakan dalam penelitian ini berjumlah 118 orang responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda.

Kata Kunci: Celebrity Endorser, Media Sosial Instagram, Keputusan Pembelian.

Abstract

This research uses an explanatory research type with a quantitative approach. The variables used in this study are Trust (X1), Expertise (X2), Attractiveness (X3), Respect (X4) and Similarity (X5) and Purchase Decision Structure (Y). Data collection was obtained by distributing online questionnaires to consumers who had bought Erigo products through Instagram and knew Arief Muhammad as a brand endorser from Erigo. The sample used in this study amounted to 118 respondents. The sampling technique used is purposive sampling. Analysis of the data used is descriptive analysis and multiple linear regression analysis.

 

Keywords: Celebrity Endorser, Instagram Social Media, Purchase Decision.


Teks Lengkap:

PDF

Referensi


Darmansyah, Muhartini Salim dan Syamsul Bachri. 2014. Pengaruh Celebrity Endorser terhadap Keputusan Pembelian Produk di Indonesia (Penelitian Online). Jurnal Aplikasi Manajemen Fakultas Ekonomi Manajemen Universitas Bengkulu : Vol. 12, No. 2, hal. 230 – 238

Dissanayake, Ravindra and Nurlida Ismail. 2015. Relationship Between Celebrity Endorsement and Brand Attitude : with Reference to Financial Services Sector Brands in Sri Lanka. Faculty of Commerce and Management Studies University of Kelaniya.

Ifeanyichukwu, Chioma. 2016. Effect of Celebrity Endorsement on Consumers Purchase Decision in Nigeria. International Research Journal of Management, IT and Social Sciences (IRJMIS) : Vol. 3, pp. 103-110

Kaplan, Michael Haenlein. 2010. “Users of the World, Unite! The Challenges and Opportunities of Social Media” Business Horizons : Vol. 53, pp. 59 – 68

Koththagoda, Kosala and Ravindra Dissanayake. 2017. Perceived Effectiveness of Celebrity Endorsement on Perceived Brand Evaluation in the Scope of Services Sector : a Review Paper. International Journal of Business and Management Review : Vol. 5, No.7, pp. 9-21

Kotler, Philip dan Gary Armstrong. 2001. Prinsip – Prinsip Pemasaran. Alih Bahasa Damos Sihombing. Jilid 1. Edisi 8. Jakarta : Erlangga

ntanen, Janina. 2017. Celebrity Endorsement in Social Media Marketing. Helsinki: Degree Programme in Modern Languages and Business Studies for Management Hagaa-Helia University of Applied Sciences. Bachelor’s Thesis

Sekaran, Uma dan Roger Bougie. 2017a. Metode Penelitian untuk Bisnis. Terjemahan oleh Kwan Men Yon. Edisi 6. Buku 1. Jakarta : Salemba Empat

Sugiyono. 2015. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung : Alfabeta

Zoel. 2010. Brand Endorser Effect. https://marketing.co.id/brand-endorser-effect/. Diakses pada tanggal 21 Desember 2017.




DOI: https://doi.org/10.37531/yum.v4i3.1731

Refbacks

  • Saat ini tidak ada refbacks.


Lisensi Creative Commons
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional
Web Analytics Made Easy - StatCounter