PENGARUH PENGGUNAAN CELEBRITY ENDORSER CHELSEA ISLAN PADA IKLAN CAPTURE THE REAL YOU TERHADAP MINAT BELI KONSUMEN DI JAKARTA PADA PRODUK OPPO F5 (Survei Terhadap Pengguna Aktif Media Sosial di Jakarta)

CHANDRA, CHANDRA (2019) PENGARUH PENGGUNAAN CELEBRITY ENDORSER CHELSEA ISLAN PADA IKLAN CAPTURE THE REAL YOU TERHADAP MINAT BELI KONSUMEN DI JAKARTA PADA PRODUK OPPO F5 (Survei Terhadap Pengguna Aktif Media Sosial di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Increased interestusage smartphone in Indonesia is now making producers compete with each other to issue smartphone products with various features and types offered. One of the most popular smartphone manufactures this time is Oppo smartphone. Oppo Smartphone includes smartphone manufacturers who carry out promotional activities through advertising. In the current digital era, Oppo smartphones are pushing for promotional activities through social media and advertising differentiation by using celebrity endorsers. This study aims to determine the effect of the use of the celebrity endorser Chelsea Islan onadvertising on capture the real consumer buying interest in Jakarta on the Oppo F5 product. This study uses a literature review ofattributes endorser TEARS'sand buying interest with the theoretical concept initiated by the Dentsu Group in 2014, AISAS. The research method used is the type of explanatory correlational research,method survey with random sampling technique and simple linear regression method. The results showed that the credibility of the celebrity endorser had an influence on consumer buying interest by contributing 49.6% and the remaining 50.4% influenced other factors beyond the factors studied. Keywords: Celebrity Endorser, Social Media, AISAS, Buying Interest Meningkatnya peminat penggunaan smartphone di Indonesia kini membuat para produsen saling berlomba untuk mengeluarkan produk smartphone dengan berbagai fitur dan tipe yang ditawarkan. Salah satu produsen smartphone yang tergolong popular saat ini yaitu Oppo Smartphone. Oppo Smartphone termasuk produsen smartphone yang melakukan kegiatan promosi melalui iklan. Di era digital saat ini mendorong Oppo smartphone untuk melakukan kegiatan promosi melalui media sosial dan melakukan pendekatan diferensiasi periklanan dengan menggunakan celebrity endorser. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan celebrity endorser Chelsea Islan pada iklan capture the real you terhadap minat beli konsumen di Jakarta pada produk Oppo F5. Penelitian ini menggunakan tinjauan pustaka atribut endorser TEARS dan minat beli dengan konsep teori yang digagas oleh Dentsu Group pada tahun 2014 yaitu AISAS. Metode penelitian yang digunakan adalah tipe penelitian eksplanatif korelasional, meteode survey dengan teknik random sampling dan metode regresi linear sederhana. Hasil penelitian menunjukan bahawa kredibilitas celebrity endorser mempunyai pengaruh terhadap minat beli konsumen dengan memberikan kontribusi sebesar 49,6% dan sisanya 50,4% di pengaruhi faktor lain diluar faktor yang diteliti. Kata Kunci: Celebrity Endorser, Media Sosial, AISAS, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FK/MCA. 19 136
NIM: 44314110034
Uncontrolled Keywords: Celebrity Endorser, Media Sosial, AISAS, Minat Beli
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
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 > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 07 Oct 2019 03:57
Last Modified: 17 Jan 2020 07:56
URI: http://repository.mercubuana.ac.id/id/eprint/51100

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