PENGARUH CELEBRITY ENDORSER ( UUS ) TERHADAP MINAT BELI MINUMAN ALKOHOL VIBE DI JAKARTA SELATAN (Survey pada followers akun instagram uusbiasaaja)

WINDI, MUHAMMAD RIZKY PUTERA (2023) PENGARUH CELEBRITY ENDORSER ( UUS ) TERHADAP MINAT BELI MINUMAN ALKOHOL VIBE DI JAKARTA SELATAN (Survey pada followers akun instagram uusbiasaaja). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to identify the characteristics of consumers of alcoholic beverage products (VIBE), to find out several factors that most influence the process of buying interest in alcoholic beverage products (VIBE). Uus is a comedian as well as a YouTuber who has penetrated into the world of celebrity endorsers which is now a celebrity endorser of alcohol brands namely Vibe and fashion brands namely Erigo, Variable X in this study is Celebrity Endorser with dimensions (Credibility, Attractiveness, and Power). Variable Y in this study is buying interest with dimensions (transactional interest, referential interest, preferential interest, explorative interest). In this study, using the positivism paradigm. This type of research is quantitative, the research method used is the survey method. The sampling technique in this study was non probability sampling with purposive sampling technique. A sample of 100 respondents, who are followers of the Uusbiaaja Instagram account & the VibeIndonesia Instagram account. The analysis was carried out using the Product Moment Correlation Test and the Determination Test with the SPSS 25 program. Based on the results of research on the relationship between Celebrity Endorser Uus in influencing purchase intention of the VibeIndonesia brand, there is a weak relationship with the results of the Pearson correlation of 0.236 with a large influence of 6%. Keywords: Marketing Communication, Celebrity Endorser, buying interest, Vibe Tujuan penelitian ini adalah untuk Mengidentifikasi ciri konsumen produk minuman alkohol (VIBE), Mengetahui beberapa faktor yang paling mempengaruhi proses minat pembelian produk minuman alcohol (VIBE). Uus merupakan comedian sekaligus youtuber yang meranah kedalam dunia celebrity endorser yang dimana sekarang menjadi celebrity endorser dari brand alkohol yaitu Vibe dan Brand fashion yaitu Erigo, Variabel X pada penelitian ini yaitu Celebrity Endorser dengan dimensi (Credibility, Attractiveness, dan Power). Variable Y Pada penelitian ini yaitu Minat Beli dengan dimensi (Minat Transaksional, Minat referensial, Minat Preferensial, Minat eksploratif ). Dalam penelitian ini, menggunakan paradigma positivisme. Jenis penelitian ini adalah kuantitatif, dengan metode penelitian yang dipakai yaitu metode survey. Teknik penarikan sampel dalam penelitian ini adalah non probabilitiy sampling dengan pengambilan teknik purposive sampling. Sampel sebanyak 100 Responden, yang merupakan pengikut akun instagram Uusbiasaaja & akun Instagram Vibeindonesia. Analisis dilakukan dengan menggunakan Uji Korelasi Product Moment dan Uji Determinasi dengan program SPSS 25. Berdasarkan hasil penelitian hubungan Celebrity Endorser Uus dalam mempengaruhi minat beli brand Vibeindonesia berada pada hubungan yang lemah dengan hasil korelasi pearson sebesar 0.236 dengan besar pengaruh 6%. Kata Kunci: Marketing Communication, Celebrity Endorser, Minat Beli, Vibe.

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