The effect of celebrity endorsement, brand image, and social media instagram towards customer purchase decision at Fore Coffee Medan

Kusuma, Vanessa (2024) The effect of celebrity endorsement, brand image, and social media instagram towards customer purchase decision at Fore Coffee Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Marketing using celebrity endorsement is proven to be more effective than not using celebrity endorsement. With the strength of a high brand image, it will generate purchase intentions from consumers. The more interesting a business manages its social media content, the greater the interest in the product. The research method in this study is quantitative and descriptive using a causality study, and data collected through a Google Forms questionnaire. While the population is unknown, a minimal sample size of 97 was determined using the Lemeshow formula, resulting in 120 responses collected through convenience nonprobability sampling. The analysis was conducted using SPSS 25 software. The questionnaire distribution has passed the validity and reliability tests. The data tested has also passed the classical assumption test and multiple linear regression tests. All hypothesis presented in this research are accepted. The most influence independent variable to dependent variable is brand image with the total value 0.500 and with coefficient of determination of 46.6%. The results showed that celebrity endorsement (X1), brand image (X2), social media instagram (X3), partially and simultaneously influenced purchasing decisions (Y). The reccomendations for Fore Coffee are to choose influencers or celebrities who are relevant to Fore Coffee's target market and have an affinity with brand values, Highlight the brand association like the quality of the product and excellence service by using marketing campaign and storytelling, and using the social instagram features to create an emotional connection with audience. / Penelitian ini bertujuan untuk menguji pengaruh dukungan selebriti (X1), citra merek (X2), dan media sosial Instagram (X3) terhadap keputusan pembelian konsumen (Y) di Fore Coffee. Penelitian ini dilakukan di Fore Coffee yang merupakan salah satu kedai kopi di Medan. Pemasaran dengan menggunakan dukungan selebriti terbukti lebih efektif daripada tidak menggunakan dukungan selebriti. Dengan kekuatan citra merek yang tinggi, maka akan membangkitkan minat beli dari konsumen. Semakin menarik suatu bisnis mengelola konten media sosialnya, maka semakin besar pula minat terhadap produk tersebut. Metode penelitian dalam penelitian ini adalah kuantitatif dan deskriptif dengan menggunakan studi kausalitas, dan data dikumpulkan melalui kuesioner Google Forms. Meskipun populasinya tidak diketahui, ukuran sampel minimal 97 ditentukan menggunakan rumus Lemeshow, sehingga menghasilkan 120 respons yang dikumpulkan melalui pengambilan sampel non-probabilitas yang mudah. Analisis dilakukan dengan menggunakan perangkat lunak SPSS 25. Penyebaran kuesioner telah lolos uji validitas dan reliabilitas. Data yang diuji juga telah lolos uji asumsi klasik dan uji regresi linier berganda. Semua hipotesis yang diajukan dalam penelitian ini diterima. Variabel bebas yang paling berpengaruh terhadap variabel terikat adalah citra merek dengan nilai total 0,500 dan dengan koefisien determinasi sebesar 46,6%. Hasil penelitian menunjukkan bahwa dukungan selebriti (X1), citra merek (X2), media sosial instagram (X3), secara parsial dan simultan berpengaruh terhadap keputusan pembelian (Y). Rekomendasi untuk Fore Coffee adalah memilih influencer atau selebriti yang relevan dengan target pasar Fore Coffee dan memiliki kedekatan dengan nilai-nilai merek, Menyorot asosiasi merek seperti kualitas produk dan layanan yang luar biasa dengan menggunakan kampanye pemasaran dan penceritaan, dan menggunakan fitur sosial instagram untuk menciptakan hubungan emosional dengan audiens.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Kusuma, Vanessa
NIM03011210060
vanessakusumaaa29@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Depari, Genesis Sembiring
NIDN0325019201
genesis.sembiring@lecturer.uph.edu
Uncontrolled Keywords: Celebrity Endorsement; Brand Image; Social Media Instagram; Purchase Decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Vanessa Kusuma
Date Deposited: 25 Mar 2025 08:04
Last Modified: 25 Mar 2025 08:04
URI: http://repository.uph.edu/id/eprint/67504

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