CATHERINE, MAAIDAH DHONA (2025) PENGARUH CELEBRITY ENDORSER TERHADAP CUSTOMER ENGAGEMENT PRODUK MOELL (Survei Pada Followers Akun Tiktok @moell.id). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of celebrity endorsers on customer engagement with Moell products using a quantitative research method. Data collection was conducted through a survey of followers of the TikTok account @moell.id who had seen promotional content featuring child celebrity endorsers. The study employed a non-probability sampling technique with a purposive sampling approach, involving 100 respondents, most of whom were young parents or individuals interested in children's products. The results indicate that the celebrity endorser variable has a strong correlation with customer engagement, with a correlation coefficient of 0.727 or 72.7%. A simple linear regression test revealed that the presence of a celebrity endorser significantly contributes to increased customer engagement by 0.894. Furthermore, the coefficient of determination test results show that 52.8% of the variations in customer engagement can be explained by the influence of celebrity endorsers, while 47.2% are influenced by other factors. Based on hypothesis testing, this study confirms a positive and significant relationship between celebrity endorsers and customer engagement. Additionally, an analysis using the S-O-R (Stimulus-Organism-Response) theory suggests that the celebrity endorser acts as a stimulus (S) received by the audience (O), which then generates a response (R) in the form of increased interaction, such as viewing, liking, commenting on, and sharing Moell’s content on TikTok. Thus, this study provides implications for digital marketing strategies, particularly in leveraging celebrity endorsers to enhance customer engagement. The findings can serve as a reference for companies seeking to optimize the use of celebrity endorsers to strengthen audience engagement and improve brandconsumer relationships on social media. Keywords: Celebrity Endorser, Customer Engagement, TikTok, Moell Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorser terhadap customer engagement produk Moell dengan metode kuantitatif. Pengumpulan data dilakukan melalui survei kepada followers akun TikTok @moell.id yang telah melihat konten promosi menggunakan celebrity endorser anak-anak. Sampel penelitian ini menggunakan teknik non-probability sampling dengan pendekatan purposive sampling, melibatkan 100 responden yang mayoritas merupakan orang tua muda atau individu yang tertarik pada produk anak. Hasil penelitian menunjukkan bahwa variabel celebrity endorser memiliki korelasi yang kuat dengan customer engagement, dengan nilai koefisien korelasi sebesar 0,727 atau 72,7%. Uji regresi linear sederhana mengungkapkan bahwa keberadaan celebrity endorser berkontribusi secara signifikan terhadap peningkatan customer engagement sebesar 0,894. Selain itu, hasil uji determinasi menunjukkan bahwa 52,8% variasi dalam customer engagement dapat dijelaskan oleh pengaruh celebrity endorser, sementara 47,2% dipengaruhi oleh faktor lain. Berdasarkan uji hipotesis, hasil penelitian ini membuktikan bahwa terdapat hubungan positif dan signifikan antara celebrity endorser dan customer engagement. Selain itu, analisis menggunakan teori S-O-R (Stimulus-Organism-Response) menunjukkan bahwa celebrity endorser berperan sebagai stimulus (S) yang diterima oleh audiens (O), yang kemudian menghasilkan respons (R) berupa peningkatan interaksi, seperti melihat, menyukai, mengomentari, dan membagikan konten Moell di TikTok. Dengan demikian, penelitian ini memberikan implikasi bagi strategi pemasaran digital, khususnya dalam pemanfaatan celebrity endorser untuk meningkatkan keterlibatan pelanggan. Hasil penelitian ini dapat menjadi referensi bagi perusahaan dalam mengoptimalkan penggunaan celebrity endorser guna meningkatkan keterlibatan audiens dan memperkuat hubungan merek dengan konsumennya di media sosial. Kata kunci: Celebrity Endorser, Customer Engagement, TikTok, Moell
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