Pengaruh Celebrity Endorsement Terhadap Minat Beli Produk Deavhijab Fashion
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorsment terhadap minat beli produk Fashion Deavhijab. Subjek penelitian ini berjumlah 100 orang wanita dewasa dini yang memiliki akun instagram. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Data dikumpulkan dengan menggunakan alat ukur berupa skala. Skala celebrity endorsment disusun berdasarkan teori yang dikemukan Simp (2003) dan skala minat beli disusun berdasarkan teori yang dikemukakan Schiffman dan Kanuk (2007). Data dianalisis secara statistik dengan menggunakan analisa regresi linear sederhana. Hasil analisis statistik menunjukkan secara simultan, celebrity endorsment r memiliki pengaruh positif yang signifikan terhadap minat beli konsumen. Koefisien determinan (R square) celebrity endorsment menunjukkan nilai sebesar 0.919 artinya minat beli konsumen dipengaruhi oleh celebrity endorsment sebesar 91,9% dan sisanya dipengaruhi faktor lain. Dari hasil penelitian ini diharapkan para pelaku bisnis dapat memperhatikan karekteristik celebrity endorsment seperti daya tarik (attractive), kepercayaan (trustworthiness), dan keahlian (expertise) sebagai tolak ukur pebisnis dalam memilih celebrity endorsment yang layak untuk meng-endors produk fashion fashion deavhijab agar dapat meningkatkan minat beli konsumen.
Kata Kunci : Celebrity Endorsment, Minat Beli
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