PENGARUH CELEBRITY ENDORSEMENT INSTAGRAM DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK “ARABIKA BAJAWA JA’O COFFEE” KUPANG-NTT

LEBA, DEWI MELANIA TRIANTY (2021) PENGARUH CELEBRITY ENDORSEMENT INSTAGRAM DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK “ARABIKA BAJAWA JA’O COFFEE” KUPANG-NTT. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to find out how celebrity endorsers influence purchasing decisions on Ja'o coffee Kupang-NTT arabica bajawa products through brand awareness with a sample of 96 respondents where sampling is conducted by distributing questionnaires to Ja'o coffee customers who made purchases in the last 1 year. And from the results of the study found that variable celebrity endorser had a positive and significant influence on brand awareness with a value of Tvalue 5,771 greater than Ttable 1,985, variable brand awareness has a positive and significant influence on purchasing decisions with a value of Tvalue 6,485 greater than Ttable 1,985, variable celebrity endorser has a positive and signifika influence on buyer decisions with Tvalue 3,003 greater than Ttable 1,985 and based on sobel test stated brand awareness does not have a positive and significant influence in mediating the influence of celebrity endorsers on purchasing decisions with a value of Pvalue 0.564 greater than 0.005. Keywords : celebrity endorsement, brand awereness, purchasing decisions Penelitian ini bertujuan untuk mencaritau pengaruh celebrity endorser terhadap keputusan pembelian pada produk arabika bajawa Ja’o coffee Kupang-NTT melalui brand awareness dengan jumlah sampel sebanyak 96 responden yamg mana pengambilan sampel dilakukan dengan menyebarkan kuesioner pada pelanggan Ja’o coffee yang melakukan pembelian dalam 1 tahun terakhir. Dan dari hasil penelitian tersebut ditemukan bahwa variable celebrity endorser memiliki pengaruh positif dan signifikan terhadap brand awareness dengan nilai Thitung 5,771 lebih besar dari Ttabel 1,985, variable brand awareness memiliki pengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai Thitung 6,485 lebih besar dari Ttabel 1,985, variable celebrity endorser memiliki pengaruh positif dan signifika terhadap keputusan pembelia denga nilai Thitung 3,003 lebih besar dari Ttabel 1,985 dan berdasarkan uji sobel menyatakan brand awareness tidak memiliki pengaruh positif dan signifikan dalam memediasi pengaruh celebrity endorser terhadap keputusan pembelian dengan nilai Pvalue0,564 lebih besar dari 0,005. Kata Kunci : selebriti endorsement, brand awereness, keputusan pembelian

Item Type: Thesis (S2)
NIM/NIDN Creators: 55218110043
Uncontrolled Keywords: selebriti endorsement, brand awereness, keputusan pembelian
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.24 Content/Isi Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Feb 2022 09:29
Last Modified: 18 Feb 2022 09:29
URI: http://repository.mercubuana.ac.id/id/eprint/55944

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