BERUTU, DEVI SUHARNI (2026) PENGARUH CELEBRITY ENDORSEMENT PEVITA PEARCE TERHADAP MINAT BELI VOUCHER ZAP PADA PEREMPUAN DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to identify and explain the effect of Pevita Pearce’s celebrityendorsement on the purchase intention of ZAP vouchers among women in West Jakarta. Celebrity endorsement is a marketing communication strategy that uses public figures to convey promotional messages by leveraging theirpopularity, credibility, appeal, and influence. Meanwhile, purchase intentionrefers to a consumer’s tendency to pay attention to, show interest in, desire, and take action to purchase a product or service. This study employs apositivist paradigm with a quantitative approach and a survey method. Theresearch sample consisted of 100 female respondents aged 20–29 who reside inWest Jakarta, are familiar with ZAP Clinic, and have seen ZAP advertisementsfeaturing Pevita Pearce as the celebrity endorser. The sampling technique usedwas purposive sampling, while data collection was conducted through thedistribution of questionnaires via Google Forms. The data were analyzed usingSPSS 25 through validity, reliability, and normality tests, Pearson’s correlation, the coefficient of determination, simple linear regression, the F-test, and the ttest. The results showed a correlation coefficient of 0.403, indicating amoderate positive relationship. The coefficient of determination of 0.162indicates that celebrity endorsement contributes 16.2% to purchase intent, while 83.8% is influenced by other factors outside the scope of this study. TheT-test yielded a calculated T-value of 4.358, which is greater than the critical T-value of 1.661, with a significance level of 0.000 < 0.05. These resultsindicate that the more positive consumers’ evaluations of Pevita Pearce as acelebrity endorser, the higher the tendency for purchase intent. Thus, PevitaPearce’s celebrity endorsement has a positive and significant effect onpurchase intent for ZAP vouchers among women in West Jakarta. Keywords: Celebrity Endorsement, Purchase Intent, ZAP Clinic, Marketing andPublic Relations. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh celebrityendorsement Pevita Pearce terhadap minat beli voucher ZAP pada perempuandi Jakarta Barat. Celebrity endorsement merupakan strategi komunikasi pemasaran yang menggunakan figur publik untuk menyampaikan pesanpromosi dengan memanfaatkan popularitas, kredibilitas, daya tarik dankekuatan pengaruh yang dimilikinya. Sementara itu, minat beli merupakankecenderungan konsumen untuk memberikan perhatian, menunjukkanketertarikan, memiliki keinginan serta melakukan tindakan pembelian terhadapsuatu produk atau jasa. Penelitian ini menggunakan paradigma positivistikdengan pendekatan kuantitatif dan metode survei. Sampel penelitian berjumlah100 responden perempuan berusia 20–29 tahun yang berdomisili di JakartaBarat, mengetahui ZAP Clinic, serta pernah melihat iklan ZAP yangmenampilkan Pevita Pearce sebagai celebrity endorser. Teknik pengambilansampel menggunakan purposive sampling, sedangkan pengumpulan datadilakukan melalui penyebaran kuesioner menggunakan Google Forms. Datadianalisis dengan bantuan SPSS 25 melalui uji validitas, reliabilitas, normalitas, korelasi Pearson, koefisien determinasi, regresi linear sederhana, uji F dan uji T. Hasil penelitian menunjukkan nilai korelasi sebesar 0,403 yang menandakanhubungan positif dengan kategori sedang. Nilai koefisien determinasi sebesar 0,162 menunjukkan bahwa celebrity endorsement memberikan kontribusi sebesar 16,2% terhadap minat beli, sedangkan 83,8% dipengaruhi oleh faktor lain di luar penelitian. Hasil uji T memperoleh nilai T hitung sebesar 4,358, lebih besar daripada T tabel sebesar 1,661, dengan nilai signifikansi 0,000 <0,05. Hasil tersebut menunjukkan bahwa semakin positif penilaian konsumenterhadap Pevita Pearce sebagai celebrity endorser, semakin tinggi kecenderungan minat beli. Dengan demikian, celebrity endorsement PevitaPearce berpengaruh positif dan signifikan terhadap minat beli voucher ZAPpada perempuan di Jakarta Barat. Kata Kunci: Celebrity Endorsement, Minat Beli, ZAP Clinic, MarketingPublic Relations.
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