Sikap Konsumen atas Kredibilitas Endorser, Merek, dan Minat sehubungan dengan Celebrity Endorsement (Studi pada Ruang Guru)

Setiono, Cerwyn Arden and Sari, Fitri Indah and Tarigan, Moniqa Iriane Pingkontha (2019) Sikap Konsumen atas Kredibilitas Endorser, Merek, dan Minat sehubungan dengan Celebrity Endorsement (Studi pada Ruang Guru). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Setiap orang mendapatkan pendidikan baik itu formal atau secara informal semasa hidupnya. Dalam hal ini pelaku bisnis melihat peluang – peluang yang ada di dalam berbagai sektor pendidikan salah satu contohnya adalah bimbingan belajar. Seiring dengan kemajuan di dalam bidang teknologi dan komunikasi di dalam dunia pendidikan mendorong para pencari peluang untuk melakukan inovasi – inovasi disruptif. Dulu yang semulanya bimbingan belajar dilakukan secara offline kini muncul banyak bimbingan belajar secara online yang beradaptasi guna dapat bertahan secara kompetitif. Hal tersebut dicapai dengan merancang dan mengeksekusi strategi - strategi pemasaran yang efektif khususnya dalam memperkuat merek, salah satunya dengan menggunakan celebrity endorser. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kredibilitas celebrity endorser yang dicerminkan oleh sikap yang dapat dipercaya, daya tarik, dan keahlian dengan sikap terhadap merek, kredibilitas merek, dan minat beli. Responden dalam penelitian ini berjumlahkan 200 orang dari yang mengetahui bimbingan belajar online RuangGuru. Pada penelitian ini terdapat lima hipotesis utama yaitu terdapat pengaruh positif sikap konsumen atas kredibilitas endorser terhadap sikap konsumen pada merek bimbel yang di-endorse, terdapat pengaruh positif sikap konsumen pada bimbel yang di-endorse terhadap minat beli bimbel yang di-endorse, terdapat pengaruh positif sikap konsumen atas kredibilitas endorser terhadap kredibilitas merek bimbel yang di-endorse, terdapat pengaruh positif kredibilitas merek bimbel yang di- endorse terhadap minat beli bimbel yang di-endorse, dan dimensi daya tarik, sifat dapat dipercaya, dan keahlian terbukti merefleksikan sikap konsumen atas kredibilitas endorser. Di dalam hasil penelitian ini empat hipotesis didukung oleh hasil penelitian, sedangkan satu hipotesis tidak didukung. Hipotesis yang terdukung yaitu: 1) terdapat pengaruh positif sikap konsumen atas kredibilitas endorser terhadap sikap konsumen pada merek bimbel yang di-endorse, 2) terdapat pengaruh positif sikap konsumen atas kredibilitas endorser terhadap kredibilitas merek bimbel yang di-endorse, 3) terdapat pengaruh positif kredibilitas merek bimbel yang di- endorse terhadap minat beli bimbel yang di-endorse, dan 4) dimensi daya tarik, sifat dapat dipercaya, dan keahlian terbukti merefleksikan sikap konsumen atas kredibilitas endorser. Sedangkan hanya satu hipotesis yang tidak terdukung, yaitu: terdapat pengaruh positif sikap konsumen pada bimbel yang diendorse terhadap minat beli bimbel yang di-endorse. Melalui hasil penelitian ini, diharapkan membawa manfaat terhadap pembaca khususnya yang ingin mengetahui pengaruh antara sikap terhadap merek, kredibilitas merek terhadap minat beli sehubungan dengan celebrity endorser. Bagi penelitian selanjutnya diharapkan bisa memperoleh hasil yang lebih baik dengan keterbatasan penelitian yang semakin minim dan waktu yang cukup. / Everyone gets a formal or informal education during their lifetime. In this case business people see the opportunities that exist in various education sectors one example is tutoring. Along with advances of technology and communication in the world of education encourages seekers of opportunities for doing disruptive innovations. In the beginning, initially the tutoring was done offline, now there are many online tutoring that have adapted to survive competitively. This is achieved by designing and executing effective marketing strategies, especially in strengthening brands, one of which is by using celebrity endorsers. The purpose of this study is to determine the effect of celebrity endorser credibility which is reflected by trustworthiness, attractiveness, and expertise with brand attitude, brand credibility, and buying interest. Respondents in this study totalled 200 people who know about online tutoring by RuangGuru. In this study, there are five main hypotheses: there is a positive influence of consumer attitudes on endorser credibility towards consumer attitudes in endorsed brands, there is a positive influence of consumer attitudes on endorsed tutoring toward endorsed purchase intention in tutoring, there is a positive influence consumer attitudes toward endorser credibility towards endorse brand credibility, there is a positive influence on endorsed brand credibility towards purchase intention, and the dimensions of attractiveness, trustworthiness, and expertise have proven to reflect consumer attitudes towards credibility endorser. In the results of this study four hypotheses were supported by the results of the study, while one hypothesis was not supported. Supported hypotheses are: 1) there is a positive influence of consumer attitudes on endorser credibility towards consumer attitudes in endorsed brands, 2) there is a positive influence of consumer attitudes on endorser credibility towards endorsed brand credibility, 3) there is a positive influence the credibility of the endorsed tutoring brand towards endorsed purchase intention in the tutoring, and 4) the dimensions of attractiveness, trustworthiness, and expertise have proven to reflect consumers' attitudes towards endorser credibility. While only one hypothesis is unsupported, namely: there is a positive influence of consumer attitudes on endorsed tutoring on endorsed purchase intention in tutoring. Through the results of this study, it is expected to bring benefits to readers, especially those who want to find out the influence between attitudes towards the brand, brand credibility on purchase intention in relation to celebrity endorsers. For further research, it is expected to obtain better results with less limitations of research and have a sufficient time.

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