PENGARUH CELEBRITY ENDORSMENT SEBAGAI MEDIA IKLAN DAN BRAND AWARENESS TERHADAP MINAT PEMBELIAN EMINA COSMETIC DI INSTAGRAM

SURYAWATI, ISNAENI DHUHA (2020) PENGARUH CELEBRITY ENDORSMENT SEBAGAI MEDIA IKLAN DAN BRAND AWARENESS TERHADAP MINAT PEMBELIAN EMINA COSMETIC DI INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is aimed at knowing the effect of Celebrity Endorsement and Brand Awareness on interest in purchasing Emina Cosmetic on Instagram. The subjects of this study studied were 179 respondents. The method used in sampling is Purposive Sampling, in which samples are received from women obtained 16-25 years. The Celebrity Endorsement measuring device consists of 9 items with a reliability of 0.766, the Brand Awareness measuring device consists of 9 items with a reliability of 0.873 and the Purchasing Interest gauge consists of 6 items with a reliability of 0.532. Data was taken using a Likert scale questionnaire. Data analysis uses Multiple Linear Regression Analysis because the variables are more than two variables. The results of this study from Celebrity Endorsement and Brand Awareness of Purchase Interest have the coefficient R Square = 0.463. The importance of Celebrity Support and Brand Awareness each has a 46.3% influence on Purchase Interest. Keywords: Celebrity Endorsement, Brand Awareness, Buy Interest Penelitian ini bertujuan untuk mengatahui Pengaruh Celebrity Endorsement dan Brand Awareness Terhadap Minat Pembelian Emina Cosmetic di Instagram. Subjek penelitian ini berjumlah 179 responden. Metode yang digunakan dalam pengambilan sampel adalah Purposive Sampling, dimana sampel berasal dari wanita berusia 16-25 tahun. Alat ukur Celebrity Endorsement terdiri dari 9 item dengan reliabilitas 0,766, alat ukur Brand Awarness terdiri dari 9 item dengan reliabilitas 0,873 dan alat ukur Minat Beli terdiri dari 6 item dengan reliabilitas 0,532. Data diambil menggunakan kuesioner dengan skala Likert. Analisis data menggunakan Analisis Regresi Linier Berganda karena variabel teliti lebih dari dua variabel. Hasil penelitian ini antara Celebrity Endorsement dan Brand Awareness terhadap Minat Pembelian memiliki koefisien R Square = 0,463. Artinya secara garis besar Celebrity Endorsement dan Brand Awareness masing-masing memiliki 46,3% pengaruh terhadap Minat Beli. Kata Kunci: Celebrity Endorsement, Brand Awareness, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FP/PSI. 20 015
NIM/NIDN Creators: 46116010035
Uncontrolled Keywords: Celebrity Endorsement, Brand Awareness, 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 > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.5 Psychological urges/Dorongan psikologis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 12 May 2022 04:38
Last Modified: 12 May 2022 04:38
URI: http://repository.mercubuana.ac.id/id/eprint/61065

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