PENGARUH KOMUNIKASI PEMASARAN DAN CELEBRITY ENDORSEMENT TERHADAP MINAT MEMBELI PRODUK ANTIS HAND SANITIZER

HARYOKO, TIARA SAVIRA PUTRI (2021) PENGARUH KOMUNIKASI PEMASARAN DAN CELEBRITY ENDORSEMENT TERHADAP MINAT MEMBELI PRODUK ANTIS HAND SANITIZER. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini dengan judul “Pengaruh Komunikasi Pemasaran dan Celebrity Endorsement terhadap Minat Membeli Antis Hand Sanitizer” bertujuan 1). untuk mengetahui seberapa besar pengaruh komunikasi pemasaran terhadap minat membeli Antis hand sanitizer 2). untuk mengetahui seberapa besar pengaruh celebrity endorsement terhadap minat membeli Antis hand sanitizer 3). untuk mengetahui perkembangan teori S-O-R dan model AISAS melalui sosial media Instagram. Penelitian ini berawal dari kegiatan komunikasi pemasaran yang biasanya dilakukan selama pandemic dan melibatkan model AIDMA beralih menjadi online dengan model AISAS melalui social media @antisindonesia. Selama pandemic, peluang bisnis hand sanitizer meningkat hingga 587% sehingga menimbulkan daya saing jual yang tinggi dan melibatkan komunikasi pemasaran dengan berbagai cara agar menarik minat audiens untuk mencoba dan membeli produk. Penelitian ini menggunakan teori S-O-R untuk mengetahui pengaruh komunikasi pemasaran yang disampaikan oleh Antis dan celebrity endorsement dengan model AISAS untuk mengetahui apakah pesan dapat diterima dengan baik oleh followers sehingga memberikan tindakan. Penelitian ini menggunakan 3 variabel yang akan diuji pengaruhnya dari variabel bebas komunikasi pemasaran (X1) dengan 4 dimensi penelitian (sales promotion, event and experience, public relation and publicity, word of mouth) dan celebrity endorsement (X2) dengan 4 dimensi penelitian (visibility, credibility, attraction, dan power) terhadap variabel terikat minat membeli (Y) dengan 5 dimensi penelitian (attention, interest, search, action dan share). Penelitian ini menggunakan metode survey. Sampel responden penelitian ini menggunakan purposive sampling dengan jumlah 100. Penyebaran kuesioner penelitian dilakukan dengan mengirimkan G-form kepada follower. Hasil penelitian menunjukan bahwa variabel (X1) terhadap variabel (Y) memiliki pengaruh yang sangat kuat dengan hasil korelasi 0,929 dan analisis regresi berganda sebesar 6,070, sementara variabel (X2) terhadap variabel (Y) juga memiliki pengaruh yang sangat kuat dengan hasil korelasi 0,947 dan analisis regresi berganda sebesar 6,914. Hasil penelitian ini memiliki pengaruh yang sangat kuat, karena kegiatan komunikasi pemasaran yang sebelumnya diadakan secara tradisional melalui model AIDMA kini bertransformasi menggunakan internet atau sosial media melalui model AISAS, dengan model AISAS masyarakat yang menerima informasi, dapat memperhatikan pesan dengan visual yang menarik, dapat mencari informasi, dan memberikan tindakan terhadap pesan melalui fitur like, comment dan share. ==== This research with the title "The Effect of Marketing Communication and Celebrity Endorsement on Interest in Buying Antis Hand Sanitizer" aims 1). to find out how much influence marketing communication has on interest in buying Antis hand sanitizer 2). to find out how much influence celebrity endorsement has on interest in buying Antis hand sanitizer 3). to find out the development of the S-O-R theory and the AISAS model through social media Instagram. This research started from marketing communication activities that are usually carried out during a pandemic and involved the AIDMA model switching to online with the AISAS model through social media @antisindonesia. During the pandemic, the hand sanitizer business opportunity increased by 587%, resulting in high selling competitiveness and involving marketing communications in various ways to attract audience interest to try and buy products. This study uses the S-O-R theory to determine the effect of marketing communications delivered by Antis and celebrity endorsements with the AISAS model to determine whether the message can be well received by followers so that they take action. This study uses 3 variables to be tested for the influence of the independent variable marketing communication (X1) with 4 research dimensions (sales promotion, event and experience, public relations and publicity, word of mouth) and celebrity endorsement (X2) with 4 research dimensions (visibility). , credibility, attraction, and power) on the dependent variable of buying interest (Y) with 5 research dimensions (attention, interest, search, action and share). This research uses survey method. The sample of respondents in this study used purposive sampling with a total of 100. The distribution of research questionnaires was carried out by sending G-forms to followers. The results showed that the variable (X1) on the variable (Y) had a very strong influence with a correlation result of 0.929 and multiple regression analysis of 6.070, while the variable (X2) on the variable (Y) also had a very strong influence with a correlation result of 0.947 and multiple regression analysis of 6.914. The results of this study have a very strong influence, because marketing communication activities that were previously held traditionally through the AIDMA model are now transformed using the internet or social media through the AISAS model, with the AISAS model people who receive information, can pay attention to messages with attractive visuals, can search for information. information, and take action on messages through the like, comment and share features. Keywords: Marketing Communication, Celebrity Endorsement, Buying Interest.

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