PENGARUH CELEBRITY ENDORSMENT, CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP NIAT BELI PRODUK SERUM SOMETHINC DI INSTAGRAM

Miranda Mahardhika; Jul Aidil Fadli

doi:10.58290/jmbo.v2i2.94

Penulis

Miranda Mahardhika Universitas Esa Unggul
Jul Aidil Fadli Universitas Esa Unggul

DOI:

https://doi.org/10.58290/jmbo.v2i2.94

Kata Kunci:

Celebrity Endorsment, Citra Merek, Kepercayaan Merek, Niat Beli

Abstrak

Saat ini di Indonesia, menjadi tren menggunakan skincare terutama serum dalam melakukan perawatan untuk mempunyai kulit yang indah dan cantik dalam menunjang penampilan. Untuk menjamin daya tarik dan kepuasan media online bisnis kecantikan, para peneliti berusaha mencari tahu secara mendalam tentang ulasan dari penggunaan celebrity endorsment. Maka upaya untuk mempertahankan dampak yang positif dari celebrity endorsment di Instagram pada perilaku pelanggan, peneliti dan pakar bisnis didorong untuk memiliki pemahaman yang lebih baik tentang fenomena ini. Pada penelitian ini, peneliti meneliti tentang pengaruh celebrity endorsment terhadap niat beli produk serum kecantikan yang ada di Instagram. Dalam analilsis data nya peneliti menggunakan analisis regresi sederhana untuk mengetahui pengaruh secara parsial, sedangkan analisis regresi berganda untuk mengetahui pengaruh secara simultan. Selanjutnya, penelitian ini menggunakan data primer yang di dapatkan dari penyebaran kuesioner kepada 160 responden mulai dari umur 15 sampai 50 tahun yang mengetahui brand somethinc dan selebriti Tasya Faraysa di Instagram. Hasil pada penelitian ini terbukti bahwa celebrity endorsement berpengaruh positf atas citra merek dan kepercayaan merek dan niat beli, kemudian kepercayaan merek dan citra merek juga berpengaruh positif terhadap niat beli, ini berarti kepercayaan merek dan citra merek dapat menguatkan pengaruh dari celebrity endorsement terhadap niat beli.

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