Melati, Shevila (2026) PENGARUH CELEBRITY ENDORSEMENT JAKE ENHYPEN TERHADAP MINAT BELI PRODUK SAMYANG BULDAK CARBONARA (Survei Pada Followers Akun Instagram @Samyangfoods_Indonesia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The change in Samyang Foods Co., Ltd.'s marketing communication on Instagram is the main focus, through a shift in messaging from a dance campaign that experienced communication barriers to an instructional narrative in the “Jake's Recipe” content and the “Samyang Buldak Spices the Campus” Event. This study aims to determine the influence of Jake ENHYPEN's Celebrity Endorsement on purchase interest in Samyang Buldak Carbonara products, using quantitative methods and a positivist paradigm. By conducting a survey of 100 Followers of @samyangfoods_indonesia selected through Purposive Sampling, the S-O-R (Stimulus-Organism-Response) theory was used to analyze how stimuli from an idol are processed internally to elicit behavioral responses. Statistical analysis shows a very strong correlation of 0.948, with the influence of the Celebrity Endorsement variable contributing 89.9% to purchase interest. The results of the data show that the Respect dimension has the highest average of 4.38, which indicates that the professional achievements of idols are the most attractive, while in terms of purchase interest, the Transactional Interest dimension received the highest score of 4.35, indicating the success of converting stimuli into actual purchase desires. Overall, the combination of personal credibility and Jake ENHYPEN's instructive message strategy proved to be very effective in reducing communication barriers and transforming parasocial relationships into real purchasing actions at a global level. Keywords: Celebrity Endorsement, Jake ENHYPEN, Purchase Interest, S-O-R Theory, Instagram. Perubahan komunikasi pemasaran Samyang Foods Co. , Ltd. di Instagram menjadi fokus utama, melalui perubahan pesan dari kampanye tarian yang mengalami hambatan komunikasi menjadi narasi instruktif dalam konten "Jake’s Recipe" dan acara "Samyang Buldak Spices the Campus". Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorsement Jake ENHYPEN terhadap minat beli terhadap produk Samyang Buldak Carbonara. dengan menggunakan metode kuantitatif dan paradigma positivisme. Dengan melakukan survei terhadap 100 pengikut @samyangfoods_indonesia yang dipilih melalui Purposive Sampling, teori S-O-R (Stimulus-Organism-Response) digunakan untuk menganalisis bagaimana stimulus dari seorang idola diproses secara internal hingga memunculkan respons perilaku. Analisis statistik menunjukkan korelasi sangat kuat sebesar 0,948 dengan kontribusi pengaruh variabel Celebrity Endorsement terhadap minat beli mencapai 89,9%. asil dari data menunjukkan bahwa dimensi Respect memiliki ratarata tertinggi yaitu 4,38, yang menandakan bahwa pencapaian profesional dari idola merupakan yang paling menarik, sedangkan pada aspek minat beli, dimensi Minat Transaksional mendapatkan nilai tertinggi sebesar 4,35, sebagai indikasi keberhasilan mengubah stimulus menjadi keinginan pembelian nyata. Secara keseluruhan perpaduan kredibilitas personal dan strategi pesan instruktif Jake ENHYPEN terbukti sangat efektif dalam engurangi hambatan komunikasi sekaligus mengubah hubungan parasosial menjadi tindakan pembelian yang nyata di tingkat global. Kata Kunci: Celebrity Endorsement, Jake ENHYPEN, Minat Beli, Teori S-O-R, Instagram.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44522010007 |
| Uncontrolled Keywords: | Celebrity Endorsement, Jake ENHYPEN, Minat Beli, Teori S-O-R, Instagram. |
| 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 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Komunikasi Digital |
| Depositing User: | khalimah |
| Date Deposited: | 06 Mar 2026 04:38 |
| Last Modified: | 06 Mar 2026 04:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101443 |
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