"PENGARUH ENDORSEMENT IKLAN POCARI SWEAT EDISI SPESIAL RAMADHAN FADIL JAIDI DAN PAK MUH 2024 TERHADAP MINAT BELI" (Survei Pada Followers Pengguna Media Sosial Di Akun Instagram @fadiljaidi)

HANIFAH, HANIFAH (2025) "PENGARUH ENDORSEMENT IKLAN POCARI SWEAT EDISI SPESIAL RAMADHAN FADIL JAIDI DAN PAK MUH 2024 TERHADAP MINAT BELI" (Survei Pada Followers Pengguna Media Sosial Di Akun Instagram @fadiljaidi). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

han Fadil Jaidi and Pak Muh 2024 Advertisement on Purchase Interest" with the aim of the study to determine how much influence Endorsement has on Purchase Interest. Celebrity Endorsement is a marketing strategy that utilizes the influence and popularity of public figures to attract attention and create consumer desire, thus encouraging purchasing actions. This study is expected to provide insight into the effectiveness of this strategy, especially in the promotion of Pocari Sweat products during the special Ramadhan edition. This study uses a quantitative approach with a survey method conducted on followers of the Instagram account @fadiljaidi. This research model refers to the AIDA theory (Attention, Interest, Desire, Action) which includes aspects of attention, interest, desire, and purchasing actions with a non-probability sampling technique in the form of purposive sampling. Data were obtained from questionnaires distributed to active followers of the Instagram account @fadiljaidi. Based on the results of the data analysis, it shows that the regression coefficient value of 0.765 indicates a significant partial influence of the Endorsement variable on purchase interest. The correlation coefficient (R) value of 0.732 is used to calculate the coefficient of determination. The result of the coefficient of determination is 0.536, which means that the influence of endorsement on consumer purchasing interest is 53.6%, while 46.4% is influenced by other variables. This study concludes that endorsement by Fadil Jaidi and Mr. Muh significantly contributes to increasing consumer purchasing interest in Pocari Sweat. Keywords: Celebrity Endorsement, Purchase Interes, Marketing Communications, AIDA. Penelitian ini berjudul “Pengaruh Endorsement Iklan Pocari Sweat Edisi Spesial Ramadhan Fadil Jaidi dan Pak Muh 2024 Terhadap Minat Beli” dengan tujuan penelitian untuk mengetahui sebarapa besar pengaruh Endorsement terhadap Minat Beli. Celebrity Endorsement adalah salah satu strategi pemasaran yang memanfaatkan pengaruh dan popularitas publik figur untuk menarik perhatian, dan menciptakan keinginan konsumen, sehingga mendorong tindakan pembelian. Studi ini diharapkan dapat memberikan wawasan mengenai efektivitas strategi tersebut, khususnya pada promosi produk Pocari Sweat selama edisi spesial Ramadhan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang dilakukan pada followers akun Instagram @fadiljaidi. Model penelitian ini mengacu pada teori AIDA (Attention, Interest, Desire, Action) yang mencakup aspek perhatian, minat, keinginan, dan tindakan pembelian dengan teknik sampling non-probabilitas berupa puposive sampling. Data diperoleh dari kuesioner yang disebarkan kepada followers aktif akun instagram @fadiljaidi. Berdasarkan hasil analisis data menunjukkan bahwa nilai koefisien regresi sebesar 0,765 mengindikasikan adanya pengaruh signifikan secara parsial dari variabel Endorsement terhadap minat beli. Nilai koefisien korelasi (R) sebesar 0,925 digunakan untuk menghitung koefisien determinasi. Hasil koefisien determinasi adalah 0,856 yang berarti pengaruh endorsement terhadap minat beli konsumen adalah sebesar 85,6%, sementara 14,4% dipengaruhi oleh variabel lain. Penelitian ini menyimpulkan bahwa endorsement oleh Fadil Jaidi dan Pak Muh secara signifikan berkontribusi terhadap peningkatan minat beli konsumen terhadap Pocari Sweat. Kata Kunci : Celebrity Endorsement, Minat Beli, Komunikasi Pemasaran, AIDA

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 25 008
NIM/NIDN Creators:	44321010075
Uncontrolled Keywords:	Celebrity Endorsement, Minat Beli, Komunikasi Pemasaran, AIDA
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 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 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:	khalimah
Date Deposited:	25 Jan 2025 05:12
Last Modified:	30 Jan 2025 02:10
URI:	http://repository.mercubuana.ac.id/id/eprint/93748

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