PENGARUH CELEBRITY ENDORSER DAN IKLAN DIGITAL YOUTUBE TERHADAP MINAT PEMBELIAN DENGAN KESADARAN MEREK SEBAGAI VARIABEL MEDIASI (STUDI PADA BELLA CHOCOLATE)

WAHYUDI, WAHYUDI (2024) PENGARUH CELEBRITY ENDORSER DAN IKLAN DIGITAL YOUTUBE TERHADAP MINAT PEMBELIAN DENGAN KESADARAN MEREK SEBAGAI VARIABEL MEDIASI (STUDI PADA BELLA CHOCOLATE). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyse the impact of Celebrity Endorsers and Digital YouTube advertising on brand awareness and purchase intention, with brand awareness as a mediating variable. The study involved 400 respondents residing in Jabodetabek who had watched Bella Chocolate ads on YouTube but had not yet purchased the product. The methodology used was purposive sampling with analysis utilizing structural equation modelling (SEM) partial least squares (PLS). The findings indicate that Digital YouTube advertising significantly influences brand awareness and purchase intention, whereas Endorsers do not show significant influence on both variables. Furthermore, Brand awareness significantly affects Purchase Intention and acts as a strong mediator between Digital YouTube Advertising and Purchase Intention. Keywords: Celebrity Endorser, Digital YouTube advertising, brand awareness, purchase intention, SEM Pls. Penelitian ini bertujuan untuk menganalisis pengaruh Celebrity Endorser dan iklan Digital YouTube terhadap kesadaran merek dan minat pembelian, dengan kesadaran merek sebagai variabel mediasi. Studi ini melibatkan 400 responden yang berdomisili di Jabodetabek, telah menonton iklan Bella Chocolate di YouTube, namun belum pernah membeli produk tersebut. Metodologi yang digunakan adalah purposive sampling dengan analisis menggunakan structural equation modelling (SEM) partial least squares (PLS). Hasil penelitian menunjukkan bahwa iklan Digital YouTube memiliki pengaruh signifikan terhadap kesadaran merek dan minat pembelian, sementara Celebrity Endorser tidak menunjukkan pengaruh signifikan terhadap kedua variabel tersebut. Selanjutnya, kesadaran merek terbukti berpengaruh signifikan terhadap minat pembelian dan berperan sebagai mediator yang kuat antara iklan Digital YouTube dan minat pembelian. Kata Kunci: Celebrity Endorser, iklan Digital YouTube, kesadaran merek, minat pembelian, SEM Pls.

Item Type: Thesis (S2)
Call Number CD: CD/551. 24 014
Call Number: TM/51/24/013
NIM/NIDN Creators: 55121120042
Uncontrolled Keywords: Celebrity Endorser, iklan Digital YouTube, kesadaran merek, minat pembelian, SEM Pls
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 > 006.6 Computer Graphics/Komputer Grafis, Grafika Komputer > 006.69 Special Topics in Computer Graphics/Topik Khusus dalam Grafik Komputer > 006.696 Digital Video/Video Digital
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
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
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Pascasarjana > Magister Manajemen
Depositing User: khalimah
Date Deposited: 27 Feb 2024 09:13
Last Modified: 27 Feb 2024 09:13
URI: http://repository.mercubuana.ac.id/id/eprint/86606

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