PENGARUH CELEBRITY ENDORSER DI INSTAGRAM @RICKYHARUN TERHADAP MINAT BELI PRODUK SKINCARE KAHF (Survey Pada Followers Instagram @rickyharun Periode 2024)

VIRLIAWAN, MUHAMMAD RIFQI (2025) PENGARUH CELEBRITY ENDORSER DI INSTAGRAM @RICKYHARUN TERHADAP MINAT BELI PRODUK SKINCARE KAHF (Survey Pada Followers Instagram @rickyharun Periode 2024). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted to determine the extent of Ricky Harun’s influence as a Celebrity Endorser on consumer purchase intention for Kahf skincare products through Instagram. The background of this study is based on the increasing trend of product promotion via social media, as well as the growing role of influencers or public figures in shaping consumer purchase interest, particularly on Instagram. The study applies the TEARS model (Trustworthiness, Expertise, Attractiveness, Respect, and Similarity) to measure the celebrity endorser variable. This study adopts a positivist paradigm using a quantitative approach with an explanatory research type, and data was collected through a survey by distributing questionnaires to 100 respondents who follow the Instagram account @rickyharun and are aware of his role as an endorser of Kahf products. The results show a strong and significant influence between celebrity endorser and purchase intention, indicated by a correlation value of 0.790 and a significance level of 0.000 (<0.05). Furthermore, the t-test results show that the celebrity endorser variable significantly affects purchase intention, with the t-count exceeding the t-table value. Based on these findings, it can be concluded that Ricky Harun plays an important role as a celebrity endorser in encouraging consumer purchase intention toward Kahf products, particularly among Instagram users aged 20–30 years. This research is expected to serve as a reference for local brands in selecting endorsers who align with their target market. Keywords: Celebrity Endorser, Purchase Intention, Instagram, Kahf, TEARS Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh Ricky Harun sebagai Celebrity Endorser terhadap minat beli konsumen produk skincare Kahf melalui media sosial Instagram. Latar belakang dari penelitian ini didasari oleh meningkatnya tren promosi produk melalui media sosial, serta peran influencer atau public figure dalam membentuk minat pembelian konsumen melalui media sosial Instagram. Penelitian ini menggunakan teori TEARS (Trustworthiness, Expertise, Attractiveness, Respect, dan Similarity) sebagai dasar pengukuran variabel celebrity endorser. Penelitian ini menggunakan paradigma positivisme dengan menggunakan metode penelitian survey, pendekatam kuantitaif dan tipe eksplanatif, dan teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada 100 responden yang merupakan followers akun Instagram @rickyharun dan mengetahui Ricky Harun sebagai endorser produk Kahf. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang kuat dan signifikan antara celebrity endorser dengan minat beli, ditunjukkan dengan nilai korelasi sebesar 0,790 dan nilai signifikansi 0,000 (<0,05). Selain itu, hasil uji t menunjukkan bahwa variabel celebrity endorser berpengaruh signifikan terhadap minat beli, dengan nilai t-hitung lebih besar dari t-tabel. Berdasarkan hasil tersebut, dapat disimpulkan bahwa Ricky Harun sebagai celebrity endorser berperan penting dalam mendorong minat beli konsumen terhadap produk Kahf, khususnya di kalangan pengguna Instagram usia 20–30 tahun. Penelitian ini diharapkan dapat menjadi referensi bagi brand lokal dalam memilih endorser yang sesuai dengan target pasar. Kata Kunci: Celebrity Endorser, Minat Beli, Instagram, Kahf, TEARS

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 25 078
NIM/NIDN Creators:	44321010042
Uncontrolled Keywords:	Celebrity Endorser, Minat Beli, Instagram, Kahf, TEARS
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 174 Occupational Ethics/Etika Jabatan, Etika Profesi > 174.1 Clergy/Etika Karyawan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 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 > 659.1 Advertising/Periklanan
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	khalimah
Date Deposited:	13 Oct 2025 05:33
Last Modified:	13 Oct 2025 05:33
URI:	http://repository.mercubuana.ac.id/id/eprint/99117

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