PENGARUH KREDIBILITAS SELEBRITI TERHADAP MINAT BELI PRODUK TEH SIAP MINUM PADA DEWASA AWAL
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Abstract
Celebrities, especially those who appointed to promote certain products must have high credibility in order to effectively influence consumer purchase intentions and purchase decisions. Celebrity’s credibility is the ability of celebrities to convince consumers and create effective promotions to increase consumer purchases of certain products. Purchase intention is a measurable psychological drive in an individual to determine the possibility of someone buying a product/service. This study aims to examine the effect of celebrity’s credibility on purchase intention for ready-to-drink tea products in early adulthood. This study involves 436 participants consisting of 10 men and 426 women. This research uses quantitative research methods with sampling techniques that are non probability sampling. The measuring instruments used are The Source Credibility Scale (Ohanian, 1990) adapted by Stephanie et. al (2013), Purchase Intention Scale by Osei-frimpong (2019). The results of data analysis used a simple linear regression technique whose regression equation was Celebrity’s Credibility = 3,416 + 0,623 Purchase Intention, R2 = 38,7% with p = 0,000 < 0,05. These results indicate that celebrity’s credibility affects purchase intention with a determination (R2) 38,7. In other words, the celebrity’s credibility influences purchase intention in ready-to-drink tea products for early adulthood.
Selebriti, terutama yang ditunjuk untuk mempromosikan produk tertentu harus memiliki kredibilitas yang tinggi agar dapat dengan efektif memengaruhi minat beli konsumen. Kredibilitas selebriti merupakan kemampuan selebriti untuk meyakinkan konsumen dan membuat promosi yang dilakukan efektif untuk meningkatkan pembelian konsumen terhadap produk tertentu. Minat beli adalah dorongan psikologis pada individu yang dapat diukur untuk mengetahui kemungkinan seseorang untuk membeli suatu produk atau jasa. Penelitian ini bertujuan untuk menguji pengaruh kredibilitas selebriti terhadap minat beli produk teh siap minum pada dewasa awal. Penelitian ini melibatkan 436 partisipan yang terdiri dari 10 laki-laki dan 426 perempuan.Penelitian ini menggunakan metode penelitian kuantitatif dengan teknik sampling yaitu non probability sampling. Alat ukur yang digunakan adalah The Source Credibility Scale (Ohanian, 1990) yang diadaptasi oleh Stephanie et.al (2013) dan Purchase Intention Scale oleh Osei-frimpong (2019). Hasil analisis data menggunakan teknik regresi linear sederhana yang persamaan regresinya yaitu Kredibilitas Selebriti = 3,416 + 0,623 Minat Beli, R2=38,7% dengan p = 0,000 < 0,05. Hasil ini menunjukkan bahwa kredibilitas selebriti mempengaruhi minat beli dengan determinasi (R2) sebesar 38,7. Dengan kata lain, kredibilitas selebriti mempengaruhi minat beli produk teh siap minum pada dewasa awal.
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