PENGARUH CELEBRITY ENDORSER AFGAN DALAM TVC KOPI GOOD DAY ORIGINALE CAPPUCINO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Survey Pada Komunitas Fans Club Afgan di Tangerang)

RAMADHANTI, CYNTHIA PUTRI (2019) PENGARUH CELEBRITY ENDORSER AFGAN DALAM TVC KOPI GOOD DAY ORIGINALE CAPPUCINO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Survey Pada Komunitas Fans Club Afgan di Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
Text (HAL COVER)
1. Halaman Judul.pdf

Download (173kB) | Preview
[img]
Preview
Text (ABSTRAK)
2. Abstrak.pdf

Download (107kB) | Preview
[img]
Preview
Text (LEMBAR PERNYATAAN)
3. Surat Pernyataan.pdf

Download (622kB) | Preview
[img]
Preview
Text (LEMBAR PENGESAHAN)
4. Lembar Pengesahan.pdf

Download (212kB) | Preview
[img]
Preview
Text (KATA PENGANTAR)
5. Kata Pengantar.pdf

Download (116kB) | Preview
[img]
Preview
Text (DAFTAR ISI)
6. Daftar Isi.pdf

Download (35kB) | Preview
[img]
Preview
Text (DAFTAR TABEL)
7. Daftar Tabel.pdf

Download (47kB) | Preview
[img]
Preview
Text (DAFTAR GAMBAR)
8. Daftar Gambar.pdf

Download (43kB) | Preview
[img]
Preview
Text (DAFTAR LAMPIRAN)
9. Daftar Lampiran.pdf

Download (42kB) | Preview
[img] Text (BAB I)
10. BAB I.pdf
Restricted to Registered users only

Download (257kB)
[img] Text (BAB II)
11. BAB II.pdf
Restricted to Registered users only

Download (309kB)
[img] Text (BAB III)
12. BAB III.pdf
Restricted to Registered users only

Download (367kB)
[img] Text (BAB IV)
13. BAB IV.pdf
Restricted to Registered users only

Download (456kB)
[img] Text (BAB V)
14. BAB V.pdf
Restricted to Registered users only

Download (89kB)
[img] Text (DAFTAR PUSTAKA)
15. Daftar Pustaka.pdf
Restricted to Registered users only

Download (184kB)
[img] Text (LAMPIRAN)
16. Lampiran.pdf
Restricted to Registered users only

Download (227kB)

Abstract

This research is based on the background of the many companies that issue coffee beverage products ready to drink in bottles of polyethylene terephthalate (PET) bottles, which has resulted in increasingly fierce competition. The using of celebrity endorsers here is expected that the public can recognize and give their own attention to the product advertised because of the charm that they click on. This research aims to determine the effect of using celebrity endorser Afgan in the product of TVC Good Day originale cappucino coffee on consumer purchasing decisions. In this research using TEARS celebrity endorser attributes, they are Truthwortiness, Expertise, Attractiveness, Respect, and Similarity. And also the AIDDA theory, they are Attention, Interest, Desire, Decision and Action. The type of research conducted is a correlative explanatory research type. The research method used is a quantitative approach with a survey method. This research was conducted with purposive sampling data collection techniques. Respondents in this research amounted to 64 from Instagram followers of the Afgan fans club community in Tangerang (Afganisme Tangerang). The result show that the influence of using celebrity endorser Afgan in Good Day Originale Cappuccino coffee TVC on consumer purchasing decisions have a constribution of 64,1% (41 respondents) and the most dominant are Trustworthiness element. From this research it can be concluded that there is an influence of celebrity endorser on consumer purchasing decisions in the Afgan fans club community in Tangerang (Afganisme Tangerang). Key Word: TVC, celebrity endorser, Consumer Purchasing decision Penelitian ini di latar belakangi oleh banyaknya perusahaan yang mengeluarkan produk minuman kopi siap minum dalam kemasan botol polyethylene terephthalate (PET), yang mengakibatkan persaingan semakin ketat. Penggunaan celebrity endorser disini diharapkan khalayak dapat mengenali dan memberikan perhatian tersendiri terhadap produk yang diiklankan karena pesona yang dimlikinya. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan celebrity endorser Afgan dalam TVC kopi Good Day originale cappuccino terhadap keputusan pembelian konsumen. Dalam penelitian ini menggunakan atribut celebrity endorser TEARS yaitu Truthwortiness (kepercayaan), Expertise (keahlian), Attractiveness (daya tarik), Respect (kekaguman), dan Similarity (kesamaan). Dan juga teori AIDDA yaitu Attention (perhatian), Interest (ketertarikan), Desire (minat), Decision (keputusan) dan Action (tindakan). Jenis penelitian yang dilakukan adalah tipe penilitian eksplanatif korelasional. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan metode survey. Penelitian ini dilakukan dengan teknik pengumpulan data purposive sampling. Responden dalam penelitian ini berjumlah 64 dari followers Instagram komunitas fans club Afgan yang berada di Tangerang. Berdasarkan pada hasil penelitian yang di dapatkan dari pengaruh penggunaan celebrity endorser Afgan dalam TVC kopi Good Day Originale Cappuccino terhadap keputusan pembelian konsumen memiliki pengaruh sebesar 64,1 % (41 responden) dan paling dominan pada unsur Trustworthiness (kepercayaan). Dari penelitian ini dapat disimpulkan bahwa ada pengaruh celebrity endorser terhadap keputusan pembelian konsumen pada komunitas fans club Afgan di Tangerang (Afganisme Tangerang). Kata kunci: TVC, Celebrity Endorser, Keputusan Pembelian Konsumen.

Item Type: Thesis (S1)
Call Number CD: FK/MCA. 19 001
Call Number: SK/43/19/010
NIM: 44315010051
Uncontrolled Keywords: TVC, Celebrity Endorser, Keputusan Pembelian Konsumen.
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
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: 11 Oct 2019 03:13
Last Modified: 09 Jan 2020 03:39
URI: http://repository.mercubuana.ac.id/id/eprint/51279

Actions (login required)

View Item View Item