PENGARUH CELEBRITY ENDORSEMENT DAN CONSUMER INNOVATIVENESS TERHADAP PURCHASE INTENTION PADA PRODUK SAUS DELISAUS HOT LAVA MAMA SUKA

KAMILIA, HANA (2019) PENGARUH CELEBRITY ENDORSEMENT DAN CONSUMER INNOVATIVENESS TERHADAP PURCHASE INTENTION PADA PRODUK SAUS DELISAUS HOT LAVA MAMA SUKA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to find out to find out between the variables Celebrity Endorsement and Consumer Innovation with Purchase Intention variables, namely in the Delisaus Hot Lava Mama Suka. The number of respondents in this study was 199 respondents. The sampling technique uses insidental sampling technique. This study uses regression analysis in data analysis techniques. All calculations in this study use Statistical Package for Social Sciences (SPSS) for Windows. The results of the study showed on all three variables (Celebrity Endorsement, Consumer Innovation, and Purchase Intention) had a positive relationship where the value of R2 = 0.429, F (2,196), 73,732, P <0.01. So that it can be concluded that the independent variables simultaneously have a significant effect on the dependent variable and this indicates H1 is accepted. Keywords: celebrity endorsement, consumer innovativeness, purchase intention Penelitian ini bertujuan untuk mengetahui untuk mengetahui antara variabel Selebriti Pendukung dan Inovasi Konsumen dengan variabel Minat Beli, yaitu pada produk Delisaus Hot Lava Mama Suka. Jumlah responden dalam penelitian ini adalah 199 konsumen. Teknik pengambilan sampel menggunakan teknik insidental sampling. Penelitian ini menggunakan analisis regresi dalam teknik analisis data. Seluruh perhitungan dalam penelitian ini menggunakan Statistical Package for the Social Sciences (SPSS) for windows. Hasil penelitian menunjukkan pada ketiga variabel (selebriti endorse, inovasi konsumen, dan minat beli) memiliki hubungan poitif dimana nilai R2 = 0.429, F(2,196), 73.732, P < 0.01. Sehingga dapat disimpulkan bahwa variabel independen secara simultan berpengaruh signifikan terhadap variabel dependen dan hal ini menandakan H1 diterima. Kata Kunci: selebriti pendukung, inovasi konsumen, minat beli.

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