PENGARUH CELEBRITY ENDORSER SABRINA CHAIRUNNISA TERHADAP KEPUTUSAN PEMBELIAN LOCAL BEAUTY PRODUCT SOMETHINC (STUDI KUANTITATIF PADA LIKERS KONTEN REVIEW SOMETHINC CERAPLUMP TINTED LIP BALM TANGGAL 24 AGUSTUS 2024 AKUN INSTAGRAM @SABRINACHAIRUNNISA_)

SHILLA HERMIRANDA, . (2025) PENGARUH CELEBRITY ENDORSER SABRINA CHAIRUNNISA TERHADAP KEPUTUSAN PEMBELIAN LOCAL BEAUTY PRODUCT SOMETHINC (STUDI KUANTITATIF PADA LIKERS KONTEN REVIEW SOMETHINC CERAPLUMP TINTED LIP BALM TANGGAL 24 AGUSTUS 2024 AKUN INSTAGRAM @SABRINACHAIRUNNISA_). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Memasuki persaingan bisnis produk lokal yang semakin kompleks, perusahaan atau brand perlu memiliki strategi komunikasi pemasaran yang efektif sehingga mampu membangun kepercayaan dan mendorong keputusan pembelian konsumen dengan melakukan kegiatan endorsement menggunakan seorang celebrity endorser. Penelitian ini meneliti salah satu konten pada akun Instagram @sabrinachairunnisa_ yang mengunggah konten review Somethinc Ceraplump Tinted Lip Balm. Tujuan penelitian ini untuk mengetahui pengaruh celebrity endorser Sabrina Chairunnisa terhadap keputusan pembelian Local Beauty Product Somethinc Ceraplump Tinted Lip Balm pada likers konten review Somethinc Ceraplump Tinted Lip Balm yang diunggah tanggal 24 Agustus 2024 di akun Instagram @sabrinachairunnisa_. Penelitian ini menggunakan Teori Kredibilitas Sumber yang pertama kali dikemukakan oleh Hovland, Janis, dan Kelly. Teori ini menjelaskan bahwa opini audiens dapat dipengaruhi oleh sumber informasi yang memiliki tingkat kredibilitas tinggi daripada oleh sumber yang kurang kredibel. Dalam penelitian ini terdapat dua variabel, yaitu celebrity endorser (X) dan keputusan pembelian (Y). Celebrity endorser mencakup tiga dimensi, yaitu credibility, attractiveness, power. Kemudian, keputusan pembelian mencakup lima dimensi, yaitu problem recognition, information research, alternative evaluation, purchase decision, post-purchase behavior. Penelitian ini menggunakan paradigma positivisme pendekatan kuantitatif jenis eksplanatif dengan memanfaatkan metode pengumpulan sampel menggunakan kuesioner dalam bentuk Google Form dengan jumlah sampel dalam penelitian ini yaitu sebanyak 100 responden yang merupakan likers dari konten review Somethinc Ceraplump Tinted Lip Balm unggahan tanggal 24 Agustus 2024 di akun Instagram @sabrinachairunnisa_. Teknik penarikan sampel pada penelitian ini menggunakan purposive sampling dengan kriteria responden, yaitu pengikut akun Instagram @sabrinachairunnisa_, pernah melihat konten review Somethinc Ceraplump Tinted Lip Balm, merupakan likers konten review Somethinc Ceraplump Tinted Lip Balm, dan pernah membeli produk Somethinc Ceraplump Tinted Lip Balm. Teknik analisis data pada penelitian ini menggunakan analisis univariat dan bivariat dengan memanfaatkan analisis regresi linear sederhana. Hasil penelitian ini menunjukkan bahwa celebrity endorser Sabrina Chairunnisa berpengaruh signifikan, positif, dan sangat kuat terhadap keputusan pembelian Local Beauty Product Somethinc Ceraplump Tinted Lip Balm, dari hasil uji hipotesis diperoleh hasil nilai t_{hitung} sebesar 19,94 lebih besar dari t_{tabel} sebesar 1,660 dengan taraf signifikansi <0,001 lebih kecil dari 0,05 yang berarti bahwa hipotesis dalam penelitian ini yaitu H_a diterima dan H_0 ditolak. Penelitian ini berdistribusi normal dan linear sehingga dapat dinyatakan bahwa terdapat pengaruh celebrity endorser Sabrina Chairunnisa terhadap keputusan pembelian Local Beauty Product Somethinc Ceraplump Tinted Lip Balm. Dengan hasil uji koefesien determinasi (R^2) yaitu sebesar 0,802. Hasil ini mengindikasikan bahwa pengaruh variabel celebrity endorser (X) terhadap variabel keputusan pembelian (Y) yaitu sebesar 80,2% dan sisanya dipengaruhi oleh faktor-faktor lain yang tidak diteliti pada penelitian ini. Kredibilitas, daya tarik, dan kekuatan yang dimiliki oleh celebrity endorser Sabrina Chairunnisa ini dapat membuat audiens yaitu likers konten review Somethinc Ceraplump Tinted Lip Balm pada unggahan tanggal 24 Agustus 2024 di akun Instagram @sabrinachairunnisa_ tertarik serta percaya dengan pesan dan informasi yang disampaikan Sabrina Chairunnisa mengenai produk Somethinc Ceraplump Tinted Lip Balm. Maka dari itu, kesimpulan dari penelitian ini yaitu Celebrity endorser Sabrina Chairunnisa berpengaruh secara positif, signifikan, dan kuat terhadap keputusan pembelian Local Beauty Product Somethinc Ceraplump Tinted Lip Balm. Kata Kunci : Celebrity Endorser, Keputusan Pembelian, Instagram, Endorsement  ***** Amid the increasingly complex competition in the local product industry, companies or brands must implement effective marketing communication strategies to build consumer trust and influence purchasing decisions. One such strategy is endorsement through a celebrity endorser. This study examines a specific post on the Instagram account @sabrinachairunnisa_, which features a review of Somethinc Ceraplump Tinted Lip Balm. The purpose of this research is to determine the influence of celebrity endorser Sabrina Chairunnisa on the purchasing decisions of Somethinc Ceraplump Tinted Lip Balm, a local beauty product, among the likers of the review content posted on August 24, 2024, on the Instagram account @sabrinachairunnisa_. This study employs the Source Credibility Theory, which was first introduced by Hovland, Janis, and Kelly. The theory posits that audience opinions are more likely to be influenced by information sources with high credibility than by those perceived as less credible. In this research, there are two variables: the celebrity endorser (X) and purchase decision (Y). The celebrity endorser variable consists of three dimensions: credibility, attractiveness, and power. Meanwhile, the purchase decision variable encompasses five dimensions: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. This study adopts a positivist paradigm with a quantitative, explanatory approach. Data were collected through a questionnaire distributed via Google Forms. The sample consisted of 100 respondents who had liked the review content of Somethinc Ceraplump Tinted Lip Balm posted on August 24, 2024, on the Instagram account @sabrinachairunnisa_. The sampling technique used in this research was purposive sampling, with specific criteria for respondents: they must follow the Instagram account @sabrinachairunnisa_, have seen the review content of Somethinc Ceraplump Tinted Lip Balm, have liked the post, and have purchased the Somethinc Ceraplump Tinted Lip Balm product. The data analysis techniques applied in this study include univariate and bivariate analysis using simple linear regression. The results of this study indicate that the celebrity endorser, Sabrina Chairunnisa, has a significant, positive, and very strong influence on the purchase decision of the local beauty product Somethinc Ceraplump Tinted Lip Balm. Based on the hypothesis testing, the calculated t-value (tₕ) was 19.94, which is greater than the critical t-value (tₜ) of 1.660, with a significance level of <0.001, which is lower than 0.05. This means that the alternative hypothesis (Hₐ) is accepted, and the null hypothesis (H₀) is rejected. The data are normally and linearly distributed, confirming that there is an influence of celebrity endorser Sabrina Chairunnisa on the purchase decision of the Somethinc Ceraplump Tinted Lip Balm. The coefficient of determination (R²) test result was 0.802, indicating that the influence of the celebrity endorser variable (X) on the purchase decision variable (Y) is 80.2%, while the remaining 19.8% is influenced by other factors not examined in this study. The credibility, attractiveness, and power possessed by celebrity endorser Sabrina Chairunnisa have the potential to capture the attention and build the trust of the audience, specifically, those who liked the review content of Somethinc Ceraplump Tinted Lip Balm posted on August 24, 2024, on the Instagram account @sabrinachairunnisa_. These attributes enable the audience to be more receptive to the message and information conveyed by Sabrina Chairunnisa regarding the Somethinc Ceraplump Tinted Lip Balm product. Therefore, the conclusion of this study is that celebrity endorser Sabrina Chairunnisa has a positive, significant, and strong influence on the purchase decision of the local beauty product Somethinc Ceraplump Tinted Lip Balm. Keywords: Celebrity Endorser, Purchase Decision, Instagram, Endorsement

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Maulina Larasati Putri, S.Sos., M.I.Kom. ; 2). Nada Arina Romli, S.I.Kom., M.I.Kom.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Shilla Hermiranda .
Date Deposited:	05 Aug 2025 02:24
Last Modified:	05 Aug 2025 02:24
URI:	http://repository.unj.ac.id/id/eprint/57834

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