PENGARUH PENGGUNAAN CELEBRITY ENDORSER DALAM SOSIAL MEDIA INSTAGRAM TERHADAP MINAT BELI SMARTPHONE OPPO (Studi Kasus Pada Followers Selebgram Chelsea Islan)

MARBUN, RIZQI KHAIRI (2021) PENGARUH PENGGUNAAN CELEBRITY ENDORSER DALAM SOSIAL MEDIA INSTAGRAM TERHADAP MINAT BELI SMARTPHONE OPPO (Studi Kasus Pada Followers Selebgram Chelsea Islan). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui Pengaruh Penggunaan Celebrity Endorser yang berupa Visibility, Credibility, Attraction , Dan Power Terhadap Minat Beli Smartphone OPPO(Studi Kasus Pada Followers Selebgram Chelsea Islan). Minat Beli merupakan variabel dependen, sedangkan Visibility, Credibility, Attraction dan Power sebagai variabel independen. Penelitian yang dilakukan menggunakan strategi asosiatif, yaitu penelitian yang bertujuan untuk mengetahui pengaruh antara minimal dua variabel atau lebih dan mencari sebab dan akibat. Adapun metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian survey, dimana data diperoleh melalui kuesioner dengan data yang dikumpulkan dari pernyataan dengan jumlah sampel sebanyak 100 orang. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling dan dianalisis dengan menggunakan regresi linier berganda. Hasil penelitian menyimpulkan bahwa Terdapat pengaruh signifikan visibility (X1) terhadap minat beli (Y), Terdapat pengaruh signifikan credibility (X2) terhadap minat beli (Y), Tidak terdapat pengaruh attraction (X3) terhadap minat beli (Y), Terdapat pengaruh signifikan power (X4) terhadap minat beli (Y). Secara simultan terdapat pengaruh visibility, credibility, attraction dan power terhadap minat beli. Kata Kunci: visibility, credibility, attraction, power , minat beli ABSTRACT The study is aimed at detecting celebrity endorser on visibility, credibility, attraction, and power to the interest of buying smartphone oppo (the case study of Chelsea islan's followers). Purchasing interest is a dependent variable, while visibility , credibility, attraction and power as independent variables. The study use an associative strategy, one that aims to know the effects between a minimum of two or more variables and look for causes and effects. As for the research method used in this study is a survey study method, where data is obtained through a questionnaire with data collected from statements by 100 samples. The method of sampling retrieval used in this study is adhesive sampling and analyzed by using linear regression berganda. Studies have concluded that visibility effects (x1) on the interest of the purchase (y), there is a significant credibility effect (x2) on the interest of the buy (y),there is no influence of attraction (x3) on purchase intention (y), there is a significant power (x4) effect on the purchase interest (y). Simultaneously, all independent variables effected the dependent variable. Keywords: visibility, credibility , attraction, power , purchase intention

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor SAKTI, INDRA NIDN03070562 indra_sakti@stei.ac.id
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Mr RIZQI KHAIRI MARBUN
Date Deposited:	27 Apr 2021 04:39
Last Modified:	27 Apr 2021 04:39
URI:	http://repository.stei.ac.id/id/eprint/4260

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