DUGARY, YUGO (2023) PENGARUH PENGGUNAAN CELEBRITY ENDORSEMENT SEBAGAI SARANA PROMOSI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KEMBALI (STUDI KASUS PADA WADEZIG DISTRO). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text (SKRIPSI)
Yugo Dugary_6662160098_fulltext.pdf Restricted to Registered users only Download (1MB) |
|
Text (BUKTI CEK PLAGIARISME)
Yugodugary_6662060098_CP.pdf Restricted to Registered users only Download (9MB) |
|
Text (BAB I)
YugoDugary_6562160098_01.pdf Restricted to Registered users only Download (745kB) |
|
Text (BAB II)
YugoDugary_6662060098_02.pdf Restricted to Registered users only Download (211kB) |
|
Text (BAB III)
YugoDugary_6662060098_03.pdf Restricted to Registered users only Download (625kB) |
|
Text (BAB IV)
YugoDugary_6662060098_04.pdf Restricted to Registered users only Download (608kB) |
|
Text (BAB V)
YugoDugary_6662060098_05.pdf Restricted to Registered users only Download (32kB) |
|
Text (DAFTAR PUSTAKA)
YugoDugary_6662060098_Ref.pdf Restricted to Registered users only Download (160kB) |
|
Text (LAMPIRAN)
YugoDugary_6662060098_lamp.pdf Restricted to Registered users only Download (5kB) |
Abstract
Wadezig Clothing is a clothing brand from Bandung that offers products to male and female consumers such as t-shirts, shirts, denim, sweaters, jackets, hats, belts, shoes and others. Wadezig Clothing sales transaction data tended to decrease in 2019 except for May - July which increased because Wadezig Clothing used the Close Head Band as a celebrity endorsement. The purpose of the study was to determine consumer responses regarding Celebrity endorsement as a means of promoting Wadezig products, to determine consumer responses to the decision to repurchase Wadezig Clothing products and to determine the effect of using celebrity endorsements on repurchase decisions. The research method used in this study is descriptive quantitative research, with the research population being the people of Bandung who are viewers or active followers of the @wdzg Instagram account, amounting to approximately 42,492 with a research sample of 100 respondents. The data analysis method used is descriptive analysis and reliability validity testing. The results obtained that consumer responses regarding Celebrity Endorsements as a means of promoting Wadezig products are considered quite good with an average value of 3.35. Consumer responses regarding the decision to repurchase Wadezig Clothing products are considered quite high with an average value of 3.37. Celebrity endorsement has an influence on purchasing decisions of 80.6%, while based on the results of hypothesis testing which shows the tcount value of 20.166 is greater than 1.984, Ha is accepted and Ho is rejected. This means that there is a significant influence between celebrity endorsements on repurchase decisions.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Wadezig Clothing adalah salah satu brand clothing yang berasal dari Bandung yang menawarkan produk kepada konsumen laki-laki maupun perempuan seperti t-shirt, shirt, denim, sweater, jacket, hat, belt, shoes dan lainnya. Data tansaksi penjuaalan penjualan Wadezig Clothing cenderung menurun pada tahun 2019 kecuali bulan Mei – Juli mengalami peningkatan dikarenakan Wadezig Clothing menggunakan Band Close Head sebagai celebrity endorsement.Tujuan penelitian adalah untuk mengetahui tanggapan konsumen mengenai Celebrity endorsement sebagai sarana promosi produk Wadezig, mengetahui tanggapan konsumen mengenai keputusan pembelian kembali produk Wadezig Clothing dan untuk mengetahui pengaruh penggunaan celebrity endorsement terhadap keputusan pembelian kembali. Metode penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif deskriptif, dengan populasi penelitian adalah viewers atau pengikut aktif dari akun instagram @wdzg yang berjumlah kurang lebih 42.492 dengan sampel penelitian sebanyak 100 responden. Metode analisa data yang digunakan adalah analisis deskriftif dan pengujian validitas reliabilitas. Hasil penelitian yang diperoleh adalah Trustworthiness dari Band Close Head sebagai celebrity endorsement Wadezig Clothing pada Media Sosial Instagram dinilai sudah cukup baik. Expertise dari Band Close Head sebagai celebrity endorsement Wadezig Clothing pada Media Sosial Instagram dinilai sudah baik. Attractiveness dari Band Close Head sebagai celebrity endorsement Wadezig Clothing pada Media Sosial Instagram dinilai sudah cukup baik. Hal ini berarti celebrity endorsement yang digunakan Wadezig Clothing mampu menjadikan konsumen tertarik terhadap produk Wadezig Clothing berdasarkan gaya dan karakter dari seorang pemain Band terkenal. Respect dari Band Close Head sebagai celebrity endorsement Wadezig Clothing pada Media Sosial Instagram dinilai sudah cukup baik. Similarity dari Band Close Head sebagai celebrity endorsement Wadezig Clothing pada Media Sosial Instagram dinilai sudah cukup baik. | |||||||||
| Uncontrolled Keywords: | Celebrity Endorsement, trustworthiness, expertise, attractiveness, respect, dan similarity. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
|||||||||
| Depositing User: | s1 yugo dugary | |||||||||
| Date Deposited: | 09 Oct 2023 15:09 | |||||||||
| Last Modified: | 09 Oct 2023 15:09 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/30259 |
Actions (login required)
 |
View Item |