PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI (Survei pada Pengunjung 3Second Store di Jalan Soekarno Hatta Malang)

Abstract

This study aims to determine the effect of which is composed of a Celebrity Endorser Credibility variables, Attractiveness, and Suitability together and partially to the consumer buying interest. Type of research is explanatory research. The population in this study was a visitor 3Second Store, and samples are taken of the 104 respondents who were visitors 3Second Store Jalan Sukarno Hatta Malang. The sampling technique used is random sampling. Data were collected by using a questionnaire. The analysis used is descriptive analysis, inferential analysis, and multiple linear regression analysis results showed that the results of multiple regression analysis f obtained significance value 0.000 <0.05, then the variables are jointly credibility, attractiveness, and Suitability significantly affect the variables consumers to buy. The results of the t test or partially explain the influence of independent variables and the dependent variable with the results obtained showed sig Credibility t 0.001, Attractiveness showed sig t 0.000, Suitability showed sig t 0.036. Through the test results found that the variable Attractiveness dominant influence on Consumer Buying Interest.

Keywords: Endorser, Advertising, Celebrity, Promotion, Brand.

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser yang terdiri dari variabel Credibility, Attractiveness, dan Suitability secara bersama-sama dan parsial terhadap Minat beli konsumen. Penelitian yang dipakai explanatory research. Pengunjung 3Second Store selama sebulan adalah Populasi dalam penelitian ini, Sampelnya sebanyak 104 orang responden yang merupakan pengunjung 3Second Store Jalan Sukarno Hatta Malang. Metode pengumpulan data dengan menggunakan kuesioner. Analisis yang digunakan adalah analisis deskriptif, analisis inferensial, dan analisis regresi linier berganda Hasil penelitian menunjukan bahwa hasil analisis regresi berganda diperoleh nilai signifikansi f 0,000 < 0,05, maka secara bersama-sama variabel credibility, attractiveness, dan suitability berpengaruh secara signifikan terhadap variabel minat beli konsumen. Hasil Uji t atau parsial menjelaskan adanya pengaruh antara variabel bebas dan terikat dengan hasil yang diperoleh variabel Credibility menunjukkan nilai sig t 0,001, Attractiveness menunjukkan nilai sig t 0,000, Suitability menunjukkan nilai sig t 0,036. Melalui hasil pengujian tersebut diketahui bahwa variabel Attractiveness berpengaruh dominan terhadap Minat Beli Konsumen

Kata Kunci : Endorser, Iklan, Selebriti, Promosi, Merek.