PENGARUH CELEBRITY ENDORSER NCT DREAM PADA PRODUK LEMONILO TERHADAP MINAT BELI KONSUMEN (Survey pada fanbase nctzen pada akun di instagram @wownctzen.id)

FITRI, ANNISA APRILIA HEKA (2023) PENGARUH CELEBRITY ENDORSER NCT DREAM PADA PRODUK LEMONILO TERHADAP MINAT BELI KONSUMEN (Survey pada fanbase nctzen pada akun di instagram @wownctzen.id). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to measure and explain the influence of NCT DREAM celebrity endorser on Lemonilo products on consumer buying interest. NCT Dream is a South Korean Celebrity Endorser or idol group under SM Entertainment is considered to be able to influence consumer buying interest in lemonilo products. Variable X in this study is Celebrity Endorser with dimensions (Trushworthiness, Expertise, Attractiveness, Respect and Similarity). Variable Y in this study is Buying Interest with dimensions (Attention, Interest, Desire, Decision and Action). The method used is quantitative. Determination of the number of samples using the Yamane formula then obtained 100 samples from a population of 374,000. The analysis was performed with the SPSS 25 application. Based on the results of research NCT Dream celebrity endorser relationship in influencing consumer buying interest in lemonilo products is in a strong relationship with a pearson correlation result of 0.706, with a large influence of 49,9%. The conclusion of the study proves that the influence of NCT Dream celebrity endorsers on lemonilo products on consumer buying interest. Nct Dream has extensive knowledge in convincing people to buy products and on lemonilo products there is an NCT Dream photocard in the packaging of lemonilo noodle products that makes NCT Dream (nctzen) fans have an interest in making purchases. Keywords: Celebrity Endorser, Buying Interest, NCT Dream, Lemonilo Penelitian ini bertujuan untuk mengukur dan menjelaskan Pengaruh Celebrity Endorser NCT DREAM Pada Produk Lemonilo Terhadap Minat Beli Konsumen. NCT Dream merupakan Celebrity Endorser atau idol group korea selatan yang dinaungi oleh SM Entertaiment dinilai dapat mempengaruhi minat beli konsumen pada produk lemonilo. Variabel X pada penelitian ini yaitu Celebrity Endorser dengan dimensi (Trushworthiness, Expertise, Attractiveness, Respect dan Similarity). Variabel Y pada penelitian ini yaitu Minat Beli dengan dimensi (Attention, Interest, Desire, Decision dan Action). Metode yang digunakan adalah kuantitatif. Penentuan jumlah sampel menggunakan rumus Yamane maka di dapatkan 100 sampel dari jumlah populasi 374.000. Analisis dilakukan dengan aplikasi SPSS 25. Berdasarkan hasil penelitian hubungan celebrity endorser NCT Dream dalam mempengaruhi minat beli konsumen pada produk lemonilo berada pada hubungan yang kuat dengan hasil korelasi pears on sebesar 0.706, dengan besar pengaruh 49,9%. Kesimpulan penelitian membuktikan bahwa adanya pengaruh celebrity endorser NCT Dream pada produk lemonilo terhadap minat beli konsumen. Nct Dream mempunyai pengetahuan wawasan yang luas dalam menyakinkan masyarakat untuk membeli produk dan pada produk lemonilo terdapat photocard NCT Dream didalam kemasan produk mie lemonilo yang membuat penggemar NCT Dream (nctzen) memiliki minat untuk melakukan pembelian. Kata Kunci : Celebrity Endorser, Minat Beli, NCT Dream , Lemonilo

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 23 029
NIM/NIDN Creators: 44319010027
Uncontrolled Keywords: Celebrity Endorser, Minat Beli, NCT Dream , Lemonilo
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.24 Content/Isi Komunikasi
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 24 Jul 2023 06:38
Last Modified: 24 Jul 2023 06:38
URI: http://repository.mercubuana.ac.id/id/eprint/79527

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