PENGARUH IKLAN MEDIA SOSIAL DAN CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION PRODUK SKINCARE LOKAL DI INSTAGRAM

GHINA ARDHILLAH, . (2023) PENGARUH IKLAN MEDIA SOSIAL DAN CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION PRODUK SKINCARE LOKAL DI INSTAGRAM. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Meningkatnya perdagangan industri kecantikan di Indonesia menyebabkan munculnya banyak brand baru dan timbulnya persaingan ketat, sehingga setiap pelaku usaha harus memaksimalkan ide kreafitasnya untuk menghasilkan produk yang diminati konsumen. Salah satu cara untuk meningkatkan penjualan dengan melakukan pemasaran. Pesatnya perkembangan teknologi dunia digital, trend pemasaran bergeser dari konvensional (offline) ke digital (online). Media sosial menawarkan banyak peluang untuk strategi pemasaran online seperti Iklan Media Sosial dan Celebrity endorser. Jangkauan, frekuensi dan kecepatan komunikasi di media sosial menjadikan jarak yang ideal untuk menyampaikan pemasaran melalui media online. Peneliti menggunakan variabel interactivity dan informativeness untuk menguji iklan media sosial dan juga variabel attractiveness dan Source Credibility untuk menguji celebrity endorser. Penelitian dilakukan dengan tujuan untuk mengetahui setiap variabel memiliki pengaruh secara positif dan signifikan terhadap purchase intention. Penelitian dilakukan dengan menggunakan metode kuantitatif dengan teknik purposive sampling. Teknik pengumpulan data dengan menyebar kuesioner online menggunakan google form sebanyak 200 responden pengguna Instagram. Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian ini menunjukkan bahwa setiap variabel memiliki pengaruh positif dan signifikan terhadap purchase intention secara simultan dan parsial. Pengaruh terbesar terdapat pada variabel interactivity, sedangkan pengaruh yang paling kecil yaitu variabel informativeness. **** The increasing trade in the beauty industry in Indonesia has led to the emergence of many new brands and the emergence of fierce competition, so that every business actor must maximize his creative ideas to produce products that consumers are interested in. One way to increase sales is by doing marketing. With the rapid development of digital world technology, marketing trends are shifting from conventional (offline) to digital (online). Social media offers many opportunitiesfor online marketing strategies such as Social Media Ads andCelebrity endorsers. The reach, frequency and speed of communication on social media make it the ideal distance for conveying marketing through online media. Researchers use the interactivity and informativeness variables to test social media advertising and also the attractiveness and Source Credibility variables to test celebrity endorsers. The research was conducted with the aim of knowing that each variable has a positive and significant influence on purchase intention. The research was conducted using a quantitative method with a purposive sampling technique. The data collection technique was by distributing online questionnairesusing the Google form to 200 Instagram user respondents. The data analysis technique used is multiple linear regression. The results of this study indicate thateach variable has a positive and significant influence on purchase intention simultaneously and partially. The biggest influence is on the interactive variable, while the smallest effect is the informativeness variable.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof Dr. Corry Yohana, MM 2). Dewi Agustin Pratama Sari, S.E., M.S.M
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 17924 not found.
Date Deposited:	10 Mar 2023 02:56
Last Modified:	10 Mar 2023 02:56
URI:	http://repository.unj.ac.id/id/eprint/38349

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