Pengaruh celebrity endorsement, perceived quality, dan brand loyalty terhadap purchase intention (studi kasus : produk kosmetik sulwashoo)

Angela, Jane (2021) Pengaruh celebrity endorsement, perceived quality, dan brand loyalty terhadap purchase intention (studi kasus : produk kosmetik sulwashoo). Pengaruh celebrity endorsement, perceived quality, dan brand loyalty terhadap purchase intention (studi kasus : produk kosmetik sulwashoo). (Unpublished)

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Abstract

Penelitian ini bertujuan untuk menguji bagaimana pengaruh celebrity endorsement, perceived quality dan brand loyalty terhadap purchase intention. Seiring perkembangan jaman, banyak sekali perusahaan yang menerapkan strategi penjualan dengan memakai selebriti dalam periklanan produknya. Selebriti di yakini mampu meningkatkan angka penjualan karena masyarakat pada perkembangan teknologi yang semakin canggih lebih cenderung menggunakan internet sebagai akses dalam penggunaan media sosial sebagai hiburan untuk melihat berbagai macam film, konten, dan sejenisnya untuk melihat kehidupan para selebriti untuk dijadikan model sebagai bagian dari gaya hidup. Penggunaan selebriti dalam iklan sangat mempengaruhi angka penjualan. Demikian juga dengan perceived quality dan brand loyalty yang menjadi pengaruh dalam penjualan. Perceived quality adalah kualitas suatu produk dimana pengguna produk tersebut telah merasakan manfaat yang didapatkan sehingga tetap membeli produk tersebut sedangkan brand loyalty adalah kesetiaan terhadap suatu merek yang diyakini memiliki kualitas yang bagus karena mereknya telah diakui. Pada penelitian ini menguji pengaruh ketiga variabel tersebut terhadap niat beli akan produk kosmetik Sulwashoo asal negara Korea yang sudah empat tahun belakangan ini menjadi viral di media sosial yang di endorse selebriti terkenal yaitu Song Hye Kyo. Celebrity endorsement, perceived quality dan brand loyalty berpengaruh positif terhadap purchase intention./This study aims to examine how the influence of celebrity endorsement, perceived quality and brand loyalty on purchase intention. Along with the times, many companies are implementing sales strategies by using celebrities in advertising their products. Celebrities are believed to be able to increase sales figures because people in increasingly sophisticated technological developments are more likely to use the internet as access in using social media as entertainment to view various kinds of films, content, and the like to see the lives of celebrities to be used as models as part of their lifestyle. . The use of celebrities in advertising greatly affects sales figures. Likewise, perceived quality and brand loyalty are influential in sales. Perceived quality is the quality of a product where users of the product have felt the benefits so that they continue to buy the product, while brand loyalty is loyalty to a brand that is believed to have good quality because the brand has been recognized. In this study, we examine the effect of these three variables on the purchase intention of Sulwashoo cosmetic products from Korea, which for the past four years have gone viral on social media endorsed by a famous celebrity, namely Song Hye Kyo. Celebrity endorsement, perceived quality and brand loyalty have a positive effect on purchase intention.

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