Herdiani, Rebeka (2023) Pengaruh Celebrity Endorser dan Pesan Iklan "Born This Way" Terhadap Citra Brand Skin Game Dalam Keputusan Pembelian. Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research is motivated by the presence of social media, which facilitates users in accessing it, including for promotional and marketing activities. Many companies or brands nowadays continue to use technology in modern communication, including the Skin Game brand. The researcher wants to understand the influence of marketing communication, specifically looking at the influence of celebrity endorsers and the message in the "Born This Way" advertisement on the brand image of Skin Game in influencing purchase decisions. The purpose of this research is to determine the influence of celebrity endorsers from the advertisement activity that has been conducted. The research method used in this study is based on the characteristics of the research problem, using a quantitative method with a sample size of 178. The research method utilizes survey data. All instruments have met the requirements for measurement, as they have been pilot-tested and met the validity test requirements using product-moment correlation and reliability test requirements using Cronbach's alpha, and have passed the prerequisite tests. Data analysis was conducted using T-test, F-test, and the percentage of influence using the Adjusted R Square coefficient of determination. The results of the research show that the significance value of X1 and X2 is 0.000 < 0.05. Thus, it can be concluded that there is a significant direct influence of X1 and X2 on Y. The significance value of X2 is 0.059 < 0.05. Therefore, it can be concluded that there is no significant direct influence of X2 on Z, and the significance value of Y is 0.000 < 0.05. Hence, it can be concluded that there is a significant direct influence of Y on Z. Based on the analysis of the influence of X1 and X2 through Y on Z, the indirect influence is greater than the direct influence. These results indicate that indirectly, X2 through Y has a significant influence on Z.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Penelitian ini dilatar belakangi oleh kehadiran media sosial yang memudahkan pengguna untuk mengaksesnya. Termasuk dalam melakukan aktivitas promosi dan pemasaran. Perusahaan atau brand banyak yang saat ini terus menggunakan teknologi dalam melakukan komunikasi modern termasuk brand Skin game. Peneliti ingin mengetahui mengenai pengaruh komunikasi pemasaran dalam hal ini yaitu melihat pengaruh celebrity endorser dan pesan dalam iklan "Born This Way" terhadap citra brand Skin Game dalam mempengaruhi keputusan pembelian. Tujuan penelitian ini untuk mengetahui ada tidaknya pengaruh celebrity endorser dari aktivitas iklan yang telah dijalani. Metode penelitian yang digunakan dalam penelitian ini berdasarkan karakteristik masalah pokok penelitian adalah metode kuantitatif dengan sampel sebanyak 178. Metode penelitian data dengan angket. Semua instrument telah memenuhi syarat sebagai syarat pengukuran, karena telah di uji cobakan sehingga telah memenuhi syarat uji validitas menggunakan korelasi product dan reliabilitas menggunakan alpha cronbach, serta telah lulus dari uji prasyarat. Analisis data menggunakan uji-T, uji-F, dan persentase besar pengaruh menggunakan koefisien determinasi Adjuster R Square. Hasil penelitian menunjukkan bahwa nilai signifikansi X1 dan X2 sebesar 0,000 < 0,05. Sehingga dapat disimpulkan bahwa secara langsung terdapat pengaruh signifikan X1 dan X2 terhadap Y. Lalu nilai signifikansi X2 sebesar 0,059 < 0,05. Sehingga dapat disimpulkan bahwa secara langsung tidak terdapat pengaruh signifikan X2 terhadap Z dan nilai signifikansi Y sebesar 0,000 < 0,05. Sehingga dapat disimpulkan bahwa secara terdapat pengaruh signifikan Y terhadap Z. Berdasarkan analisis pengaruh X1 dan X2 memalui Y terhadap Z, nilai pengaruh tidak langsung lebih besar dari nilai pengaruh langsung. Hasil ini menunjukkan bahwa secara tidak langsung X2 melalui Y mempunyai pengaruh signifikan terhadap Z. | |||||||||
| Uncontrolled Keywords: | Celebrity Endorser, Advertisement, Campaign, Image, Purchase Decision. Celebrity Endorser, Iklan, Kampanye, Citra, Keputusan Pembelian | |||||||||
| Subjects: | Communication > Science Journalism | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 08-Pascasarjana > 70101-Magister Ilmu Komunikasi |
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| Depositing User: | Rabeka Herdiani | |||||||||
| Date Deposited: | 13 May 2024 11:51 | |||||||||
| Last Modified: | 13 May 2024 11:51 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/35159 |
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