PENGARUH CELEBRITY ENDORSEMENT "RACHEL VENNYA" TERHADAP KEPUTUSAN PEMBELIAN SKINCARE ONLINE PELANGGAN (Survey Terhadap Followers @rachelvennya)

MUTIA, YUNI (2026) PENGARUH CELEBRITY ENDORSEMENT "RACHEL VENNYA" TERHADAP KEPUTUSAN PEMBELIAN SKINCARE ONLINE PELANGGAN (Survey Terhadap Followers @rachelvennya). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of social media, particularly Instagram, has made celebrity endorsement an effective marketing strategy in influencing consumers’ purchasing decisions. Rachel Vennya, as a public figure with a large follower base and a strong personal image, serves as the object of this study to determine the extent to which her endorsements affect online skincare purchasing decisions. This study aims to analyze the influence of Rachel Vennya’s celebrity endorsement on the skincare purchasing decisions of her Instagram followers (@rachelvennya). The literature review in this research consists of five previous studies and theoretical concepts including communication, marketing communication, social media, Instagram, celebrity endorsement, and purchasing decisions. This research employs a positivist paradigm and a quantitative method, with data collected through questionnaires distributed to 100 respondents who are followers of Rachel Vennya and meet the research criteria. The results show that celebrity endorsement has a significant influence on purchasing decisions, as evidenced by the t-test results in which the t-value of 10.027 is greater than the t-table value of 1.664. In addition, the coefficient of determination (R²) indicates that celebrity endorsement contributes 50.6% to purchasing decisions, while the remaining 49.4% is influenced by other factors outside this study, such as price, product quality, brand image, social media trends, and social recommendations. These findings confirm that Rachel Vennya has a strong influence as a celebrity endorser in encouraging interest and purchasing decisions for online skincare products among her followers. Keywords: Celebrity Endorsement, Rachel Vennya, Purchasing Decision, Instagram, Online Skincare. Perkembangan media sosial, khususnya Instagram, menjadikan celebrity endorsemen sebagai strategi pemasaran yang efektif dalam memengaruhi Keputusan pembelian konsumen. Rachel Vennya sebagai figure public dengan jumlah pengikut besar dan citra kuat menjadi objek penelitian untuk mengetahui sejauh mana endorsement yang ia lakukan memengaruhi Keputusan pembelian skincare online. Penelitian ini bertujuan menganalisis pengaruh celebrity endorsement Rachel Vennya terhadap Keputusan pembelian skincare pada followers akun Instagram @rachelvennya. Tinjauan Pustaka dalam penelitian ini terdiri dari lima penelitian terdahulu dan kajian teoritis meliputi komunikasi, komunkasi pemasaran, media sosial, Instagram, celebrity endorsement, dan Keputusan pembelian. Penelitian ini menggunakan paradigma positivisme dan metode kuantitatif dengan teknik simple random sampling dan pengumpulan data mlalui penyebaran kuisioner melalui skala likert kepada 100 responden followers Rachel Vennya yang memenuhi kriteria penelitian. Hasil penelitian menunnjukkan bahwa celebrity endorsement berpengaruh signifikan terhadap Keputusan pembelian, dibuktikan melalui hasil uji – t dengan nilai t hitung 10,027 yang lebih besar dari pada t table 1,664. Selain itu, uji koefisien determinasi (R2) menunjukkan bahwa celebrity endorsement memberkan kontribusi sebesar 50,6% terhadap Keputusan pembelian, sementara 49,4% lainnya dipengaruhi factor lain di luar penelitian, seperti harga, kualitas, produk, brand image, tren media sosial, dan rekomendasi sosial. Temuan ini menegaskan bahwa Rachel Vennya memiliki pengaruh besar sebagai celebrity endorser dalam mendorong minat dan Keputusan pembelian skincare online dikalangan pengikutnya. Kata Kunci: Celebrity endorsement, Rachel Vennya, Keputusan Pembelian, Instagram, Skincare Online

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44222010112
Uncontrolled Keywords:	Celebrity endorsement, Rachel Vennya, Keputusan Pembelian, Instagram, Skincare Online
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	11 Apr 2026 01:15
Last Modified:	11 Apr 2026 01:15
URI:	http://repository.mercubuana.ac.id/id/eprint/101970

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