Peranan celebrity endorsement terhadap purchase intention: Studi terhadap oppo smartphone = The role of celebrity endorsement on purchase intention: Study on oppo smartphone

Irawan, Nathasia Vera and Wijaya, Windi (2019) Peranan celebrity endorsement terhadap purchase intention: Studi terhadap oppo smartphone = The role of celebrity endorsement on purchase intention: Study on oppo smartphone. Bachelor thesis, Universities Pelita Harapan.

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Abstract

This research was conducted with the aim to determine the effect of celebrity endorsement on purchase intention and to know the effect of attractiveness, trustworthiness and expertise of a celebrity endorser on celebrity endorsement. The use of celebrity endorsement in the advertising world has become an effective trend to market products and build a corporate image. Celebrities have the potential to help in marketing activities so that products supported by celebrities will get more attention and encourage consumers to make purchases. However, the use of celebrity endorsement in fact does not always provide positive and significant results on consumer buying interest. Celebrity endorsement itself has three dimensions, namely attractiveness, trustworthiness, and expertise. This research is a quantitative study with a causal research design or hypothesis testing and descriptive. The research object used is the Oppo smartphone. Samples selected through non-probability sampling with convenience sampling method. The data collection method used was a questionnaire that was distributed electronically via Google Forms. The number of samples used was 30 for preliminary studies and 100 for actual research. The data collected is then analyzed using SmartPLS. Based on the results of data analysis, it was concluded that celebrity endorsement has a positive and significant effect on purchase intention, and the attractiveness, trustworthiness and expertise of a celebrity endorser have a positive and significant effect on celebrity endorsement. This research is expected to contribute to Oppo companies by providing available literature so that Oppo can apply the Celebrity Endorsement strategy and choose the right celebrity. /Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh celebrity endorsement terhadap purchase intention serta mengetahui pengaruh attractiveness, trustworthiness dan expertise seorang celebrity endorser terhadap celebrity endorsement.Penggunaan celebrity endorsement dalam dunia periklanan telah menjadi tren yang efektif untuk memasarkan produk serta membangun citra perusahaan. Selebriti memiliki potensi untuk membantu dalam kegiatan pemasaran sehingga produk yang didukung oleh selebriti akan mendapatkan lebih banyak perhatian dan mendorong intensi konsumen untuk melakukan pembelian. Namun penggunaan celebrity endorsement nyatanya tidak selalu memberikan hasil yang positif dan signifikan terhadap minat beli konsumen. Celebrity endorsement sendiri memiliki tiga dimensi yaitu attractiveness, trustworthiness, dan expertise. Penelitian ini merupakan penelitian kuantitatif dengan desain penelitian kausal atau uji hipotesis dan deskriptif. Obyek penelitian yang digunakan adalah smartphone Oppo. Sampel yang dipilih melalui penarikan sampel non probabilitas dengan metode convenience sampling. Metode pengumpulan data yang digunakan adalah kuesioner yang dibagikan secara elektronik melalui Google Form. Jumlah sampel yang digunakan adalah 30 untuk studi pendahuluan dan 100 untuk penelitian aktual. Data yang dikumpulkan kemudian dianalisis menggunakan SmartPLS. Berdasarkan hasil analisis data, disimpulkan bahwa celebrity endorsement memiliki pengaruh positif dan signifikan terhadap purchase intention, serta attractiveness, trustworthiness dan expertise seorang celebrity endorser berpengaruh secara positif dan signifikan terhadap celebrity endorsement. Penelitian ini diharapkan memberikan kontribusi kepada perusahaan Oppo dengan cara menyediakan literatur yang ada sehingga Oppo dapat mengaplikasikan strategi Celebrity Endorsement serta memilih celebrity yang tepat.

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