Dampak celebrity endorsement terhadap repurchase intention konsumen pada produk Yellow Fit Kitchen di wilayah Jabodetabek

Januardo, Tommy (2024) Dampak celebrity endorsement terhadap repurchase intention konsumen pada produk Yellow Fit Kitchen di wilayah Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dengan adanya Pertumbuhan digital yang terus berkembang saat ini mempengaruhi pada dunia pemasaran. strategi pemasaran melalui celebrity endorsement menjadi strategi yang paling efektif dan relevan pada masa ini. Indonesia mengalami pertumbuhan digital sebesar 77% dari tahun 2022 sampai 2023, peningkatan tersebut menjadi peluang bagi industri untuk lebih kompetitif dalam persaingan. Munculnya selebriti sebagai media untuk mempromosikan kepada khalayak luas akan produk makanan sehat seperti Yellow Fit Kitchen. Teknik yang digunakan pada penelitian ini adalah non-probability sampling dengan menggunakan purposive/judgemental sampling dengan jumlah sampel 280 responden. Hasil dari penelitian ini menyatakan bahwa sebanyak 6 hipotesis didukung dan sebanyak 3 hipotesis tidak didukung. Adanya pengaruh dari celebrity endorsement dengan efek moderasi negative publicity, age, dan gender terhadap repurchase intention pada produk Yellowfit Kitchen. Dan hasil dari Penelitian ini menunjukkan bahwa celebrity endorsement yang memiliki atribut seperti attractiveness, truthworthiness, dan familiarity, memiliki pengaruh positif terhadap consumer perception of quality, brand loyalty, dan repurchase intention produk Yellowfit Kitchen. Namun, efek moderasi negative publicity, age, dan gender dari celebrity endorsement dan consumer perception of quality tidak berpengaruh signifikan terhadap repurchase intention produk Yellowfit kitchen./ With the digital growth that continues to develop today affects the world of marketing. marketing strategies through celebrity endorsement are the most effective and relevant strategies at this time. Indonesia is experiencing a 77% digital growth from 2022 to 2023, the increase is an opportunity for the industry to be more competitive in competition. The emergence of celebrities as a medium to promote to a wide audience of healthy food products such as Yellow Fit Kitchen. The technique used in this research is non-probability sampling using purposive/judgemental sampling with a sample size of 280 respondents. The results of this study state that as many as 6 hypotheses are supported and as many as 3 hypotheses are not supported. There is an influence of celebrity endorsement with the moderating effects of negative publicity, age, and gender on repurchase intention on Yellowfit Kitchen products. And the results of this study show that celebrity endorsement which has attributes such as attractiveness, truthworthiness, and familiarity, has a positive influence on consumer perception of quality, brand loyalty, and repurchase intention of Yellowfit Kitchen products. However, the moderating effects of negative publicity, age, and gender of celebrity endorsement and consumer perception of quality have no significant effect on repurchase intention of Yellowfit kitchen products.

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