MAULINA, LOLA CAHYA (2020) “PENGARUH CELEBRITY ENDORSER MEDIA SOSIAL (INSTAGRAM) RACHEL VENNYA TERHADAP MINAT BELI PRODUK ELSHESKIN” (SURVEY TERHADAP FOLLOWERS INSTAGRAM @LOLALCM). S1 thesis, Universitas Mercu Buana.
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Abstract
Technological developments are followed by the development of social media like Instagram. The large number of users of this Instagram then developed into a business area. Then came the celebrity Instagram figure who was then approached by several brands to market their products, called endorsements. This is realized by the company as an opportunity to get the interest of consumers by utilizing the power or attractiveness of the celebrity endorser instagram social media. This study aims to determine how much influence social media endorser (Instagram) Rachel Vennya has on buying interest in Elsheskin products. The theory used is the celebrity endorser theory, namely Attractiveness, Trustworthiness, and Expertise. Whereas the theory of buying interest namely transactional interest, referential interest, preferential interest, and explorative interest. The type of research used in this study is explanatory with a quantitative approach. And the data collection method uses a survey method in the form of a questionnaire with a sample of 86 respondents who are followers of @lolalcm who have followed their Instagram @rachelven account and have seen Rachel Vennya's Instagram posts promoting Elsheskin products. The results of this study indicate that there is an influence between celebrity endorser social media (Instagram) on buying interest in Elsheskin products, the magnitude of this influence is 21.9%. The level of correlation between celebrity endorsers with buying interest, shows the number 0.468 (between 0.40 - 0.599) which shows that the level of correlation (correlation) between the two variables in this study is quite strong. Based on the results of research that has been done, the authors suggest that Elsheskin should maintain Rachel Vennya as the celebrity endorser of her product because this is considered to have an effect on the buying interest of Elsheskin products. Keywords: Celebrity Endorser, Purchase Intention, Social Media. Perkembangan teknologi diikuti dengan berkembangnya media sosial seperti Instagram. Banyaknya pengguna instagram ini kemudian berkembang menjadi lahan bisnis. Lalu muncul sosok selebriti instagram yang kemudian didekati beberapa brand untuk memasarkan produknya, yang disebut endorsement. Hal ini disadari oleh perusahaan sebagai peluang untuk mendapatkan minat dari konsumen dengan memanfaatkan kekuatan ataupun daya tarik yang dimiliki sosok celebrity endorser media sosial instagram tersebut. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh celebrity endorser media sosial (Instagram) Rachel Vennya terhadap minat beli produk Elsheskin. Teori yang digunakan adalah teori celebrity endorser yakni Attractiveness, Trustworthiness, dan Expertise. Sedangkan teori minat beli yakni minat transaksional, minat referensial, minat preferensial, dan minat eksploratif. Tipe penelitian yang digunakan dalam penelitian ini bersifat eksplanatif dengan pendekatan kuantitatif. Dan metode pengumpulan data menggunakan metode survey berupa kuesioner dengan jumlah sampel 86 responden yang merupakan followers @lolalcm yang memfollow akun instagram @rachelvennya dan pernah melihat postingan instagram Rachel Vennya yang mempromosikan produk Elsheskin. Hasil penelitian ini menunjukan adanya pengaruh antara celebrity endorser media sosial (instagram) terhadap minat beli produk Elsheskin, besarnya pengaruh tersebut adalah 21,9%. Tingkat korelasi antara celebrity endorser dengan minat beli, menunjukan angka 0,468 (diantara 0,40 - 0,599) yang menunjukkan bahwa tingkat hubungan (korelasi) antar dua variabel pada penelitian ini tergolong cukup kuat. Berdasarkan hasil penelitian yang telah dilakukan, penulis menyarankan kepada Elsheskin agar sebaiknya mempertahankan Rachel Vennya sebagai celebrity endorser produknya karena hal ini dinilai berpengaruh terhadap minat beli produk Elsheskin. Kata Kunci: Celebrity Endorser, Minat Beli, Media Sosial
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