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 |