PENGARUH ENDORSER ARIEF MUHAMMAD TERHADAP MINAT BELI KONSUMEN PADA PRODUK CAKEKINIAN. (Survei Terhadap Followers Aktif Akun Instagram @cakekinian.official)

PRISMADINI, MAYLIA AJENG (2020) PENGARUH ENDORSER ARIEF MUHAMMAD TERHADAP MINAT BELI KONSUMEN PADA PRODUK CAKEKINIAN. (Survei Terhadap Followers Aktif Akun Instagram @cakekinian.official). S1 thesis, Universitas Mercu Buana.

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Abstract

Current technological advances make it easier for producers to advertise their products one of them using social media. The strategy carried out by the company in increasing the value of product sales through advertising elements, one of which is determined by Endorser. This endorser also has an influence on consumer buying interest in a product. This research aims to determine the influence of endorser Arief Muhammad againts consumer buying interest on the product Cakekinian. On the Celebrity Endorser Concept, according to Terence A. Shimp, there are 5 dimensions of TEARS celebrity endorsers, namely Trustworthiness, Expertise, Attractiveness, Respect and Similarity. And the concept of buying interest used in this study is the AIDA model theory (Attention, Interest, Desire, Action) initiated by Kotler & Keller. The type of research used is the type of explanatory correlational research. The research method used is the survey method. This research was conducted using non probability data collection techniques. Respondents from this study were active followers from Instagram account @cakekinian.official. The results showed that the credibility of the celebrity endorser contributed 63.1% of its influence on brand awareness which meant a strong influence and the remaining 36.9% influenced other factors beyond the factors studied. This study concluded that there was an influence of celebrity endorsers on consumer buying interest. Keywords: Endorser, Social Media, AIDA, Buying Interest Kemajuan teknologi saat ini memudahkan para produsen dalam mengiklankan produknya salah satunya menggunakan media sosial. Strategi yang dilakukan oleh perusahaan dalam meningkatkan nilai penjualan produk melalui elemen iklan, salah satunya ditentukan oleh Endorser. Endorser ini pun mempunyai pengaruh terhadap minat beli konsumen pada sebuah produk. Penelitian ini bertujuan untuk mengetahui Pengaruh Endorser Arief Muhammad Terhadap Minat Beli Konsumen Pada Produk Cakekinian.Pada konsep Selebriti Endorser menurut Terence A. Shimp terdapat 5 dimensi celebrity endorser TEARS yaitu Trustworthiness, Expertise, Attractiveness, Respect dan Similarity. Dan pada konsep minat beli yang digunakan pada penelitian ini adalah teori model AIDA (Attention, Interest, Desire, Action) yang digagas oleh Kotler & Keller. Metode penelitian dalam penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Penelitian ini dilakukan dengan teknik pengumpulan data teknik non probability sampling. Responden dari penelitian ini adalah followers aktif dari akun instagram @cakekinian.official. Hasil penelitian menunjukkan bahwa kredibilitas endorser memberikan kontribusi sebesar 63.1% pengaruhnya terhadap minat beli yang berarti pengaruh kuat dan sisanya 36,9% di pengaruhi faktor lain diluar faktor yang diteliti. Penelitian ini menyimpulkan bahwa ada pengaruh endorser terhadap minat beli konsumen. Kata Kunci: Media Sosial, Endorser, AIDA, Minat Beli

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 20 016
Call Number:	SK/43/21/072
NIM/NIDN Creators:	44317110052
Uncontrolled Keywords:	Media Sosial, Endorser, AIDA, 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 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 > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	Dede Muksin Lubis
Date Deposited:	25 May 2022 03:15
Last Modified:	08 Feb 2023 08:42
URI:	http://repository.mercubuana.ac.id/id/eprint/61792

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