PENGARUH CELEBRITY ENDORSEMENT DAN BRAND IMAGE IKLAN BLACKPINK DI TOKOPEDIA TERHADAP MINAT BELI KOMUNITAS PENGGEMAR KOREAN POP BLINK

PUTRA, ANANDA REGIE PRATAMA (2022) PENGARUH CELEBRITY ENDORSEMENT DAN BRAND IMAGE IKLAN BLACKPINK DI TOKOPEDIA TERHADAP MINAT BELI KOMUNITAS PENGGEMAR KOREAN POP BLINK. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The background of the problem from this research with the large number of e- commerce in Indonesia makes the competition even tighter. Tokopedia uses Blackpink as a brand ambassador to attract buyers. The aims of this study are (1) the effect of blackpink celebrity endorsements in Tokopedia advertisements on purchase intention, (2) the influence of brand image in Tokopedia advertisements on purchase intention and (3) the influence of celebrity endorsement and brand image in Tokopedia advertisements on purchase intention. This study uses a quantitative approach that involves collecting data by survey. This study also uses a purposive sampling technique based on certain characteristics. The sample for this survey is 100 from the Instagram account @blackpink_net. The questionnaires were tested for accuracy and reliability using data collection techniques. The data analysis technique used to answer the hypothesis has several regressions. The results of this study indicate that (H1) celebrity endorsement has a significant effect on buying interest with the value of Sig. 0.037> 0.05 and the value of t count (2.112), (H2) brand image has a significant effect on buying interest, the value of Sig. 0.017 <0.05 and the value of t count (2,430) is greater than t table, (H3) celebrity endorsements and brand image simultaneously have a significant effect on buying interest with the calculated F value (33.924) greater than F table (3.09) and Sig . (0.000) < 0.05,. The percentage of buying interest after being influenced by celebrity endorsement and brand image can be seen from the value of R square (0.399) or 39.9% and the remaining 60.1% determined by other variables not examined in this study. Keywords: Celebrity Endorsment, Brand Image, Buying Interest, Tokopedia Advertising Latar belakang masalah dari penelitian ini dengan banyaknya e-commerce di Indonesia membuat persaingan semakin ketat. Tokopedia menggunakan Blackpink sebagai brand ambassador untuk meminat daya tarik pembeli. Tujuan dari penelitian ini yaitu (1) pengaruh celebrity endorsment blackpink di iklan tokopedia terhadap minat beli, (2) pengaruh brand image di iklan tokopedia terhadap minat beli dan (3) pengaruh celebrity endorsement dan brand image di iklan tokopedia terhadap minat beli. Penelitian ini menggunakan pendekatan kuantitatif yang melibatkan pengumpulan data secara survei. Penelitian ini juga menggunakan teknik purposive sampling berdasarkan karakteristik tertentu. Sampel untuk survei ini adalah 100 dari akun Instagram @blackpink_net. Kuesioner diuji akurasi dan reliabilitasnya menggunakan teknik pengumpulan data. Teknik analisis data yang digunakan untuk menjawab hipotesis memiliki beberapa regresi. Hasil penelitian ini menunjukkan bahwa (H1) celebrity endorsement berpengaruh signifikan terhadap minat beli dengan nilai Sig. 0,037>0,05 dan nilai t hitung (2,112), (H2) brand image berpengaruh signifikan terhadap minat beli nilai Sig. 0,017 < 0,05 dan nilai t hitung (2.430) lebih besar dari t table, (H3) celebrity endorsment dan brand image secara simultan berpengaruh signifikan terhadap minat beli dengan nilai F hitung (33,924) lebih besar dari F tabel (3.09) dan Sig. (0,000) < 0,05,. Besarnya persentase minat beli setelah dipengaruhi celebrity endorsement dan brand image dapat dilihat dari nilai R square (0,399) atau 39,9% dan sisanya 60,1% ditentukan variabel lain yang tidak diteliti dalam penelitian ini Kata Kunci: Celebrity Endorsment, Brand Image, Minat Beli, Iklan Tokopedia

Item Type: Thesis (S2)
NIM/NIDN Creators: 55219120057
Uncontrolled Keywords: Celebrity Endorsment, Brand Image, Minat Beli, Iklan Tokopedia. Celebrity Endorsment, Brand Image, Buying Interest, Tokopedia Advertising
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Pascasarjana > Magister Manajemen
Depositing User: MYTHA ALVIANA SARI
Date Deposited: 15 Jun 2022 07:51
Last Modified: 15 Jun 2022 07:51
URI: http://repository.mercubuana.ac.id/id/eprint/63421

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