Tansy, Lunetta Emilia (2024) PENGARUH CELEBRITY ENDORSER GIRL GROUP RED VELVET TERHADAP MINAT BELI AZARINE TINTED LIPPIE CAKE (Survei pada Followers Instagram @azarinecosmeticofficial). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Perkembangan pesat industri kecantikan di Indonesia mendorong berbagai brand untuk berlomba memenangkan persaingan dengan berbagai strategi komunikasi pemasaran. Salah satu brand yang sedang populer adalah Azarine Cosmetic. Pada April 2023, Azarine meluncurkan produk baru yaitu Azarine Tinted Lippie Cake. Azarine bekerja sama dengan celebrity endorser girl group Red Velvet sebagai strategi komunikasi pemasaran untuk meluncurkan produk tersebut. Penelitian ini bertujuan untuk mengukur seberapa besar pengaruh celebrity endorser girl group Red Velvet terhadap minat beli Azarine Tinted Lippie Cake. Teori yang digunakan dalam penelitian ini adalah teori kredibilitas celebrity endorser TEARS Model dengan lima dimensi yaitu Trustworthiness, Expertise, Attractiveness, Respect, dan Similarity. Untuk variabel minat beli, digunakan teori menurut Ferdinand dengan empat indikator yaitu Minat Transaksional, Minat Preferensial, Minat Referensial, dan Minat Eksploratif. Penelitian ini menggunakan metode penelitian kuantitatif. Pengumpulan data dilakukan dengan metode survei terhadap followers akun instagram @azarinecosmeticofficial. Jumlah sampel yang digunakan adalah 100 responden dengan teknik purposive sampling. Hasil penelitian ini menunjukkan adanya korelasi antara variabel celebrity endorser dan minat beli dengan nilai Korelasi Pearson sebesar 0,727. Pengaruh Celebrity Endorser Red Velvet terhadap Minat Beli Azarine Tinted Lippie Cake adalah sebesar 0,529 atau 52,9%. Berdasarkan hasil tersebut dapat disimpulkan bahwa celebrity endorser berpengaruh terhadap minat beli. The rapid growth of the beauty industry in Indonesia has caused brands to compete using various marketing communication strategies. One of the popular brands is Azarine Cosmetic. In April 2023, Azarine launched a new product, Azarine Tinted Lippie Cake. Azarine collaborated with celebrity endorser girl group Red Velvet as its marketing communication strategy to launch the product. This study aims to measure how much influence celebrity endorser girl group Red Velvet has on purchase intentions for Azarine Tinted Lippie Cake. This study uses the credibility theory of celebrity endorsers, called TEARS Model with five dimensions, which are Trustworthiness, Expertise, Attractiveness, Respect, and Similarity. The purchase intention theory used is by Ferdinand with four indicators, including Transactional Interest, Preferential Interest, Referential Interest, and Exploratory Interest. This study uses quantitative research methods. The research data is obtained using a survey method on followers of @azarinecosmeticofficial Instagram account. The number of samples is 100 respondents based on purposive sampling technique. As a result of this study, there is a correlation between the celebrity endorser and purchase intention with a Pearson Correlation value of 0,727. The influence of Celebrity Endorser Red Velvet on Purchase Intentions of Azarine Tinted Lippie Cake is 0,529 or 52,9%. Based on these results, it can be concluded that celebrity endorsers have an influence on purchase intentions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44320010048 |
| Uncontrolled Keywords: | Komunikasi Pemasaran, Celebrity Endorser, Minat Beli, Red Velvet, Azarine Marketing Communication, Celebrity Endorser, Purchase Intentions, Red Velvet, Azarine |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | SILMI KAFFA MARISKA |
| Date Deposited: | 21 Aug 2024 08:16 |
| Last Modified: | 21 Aug 2024 08:16 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90520 |
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