Pengaruh Celebrity Endorsement dan Perceived Advertising Value terhadap Keputusan Pembelian di Fore Coffee

Leonardo Leonardo, Rezi Erdiansyah
| Abstract views: 161 | views: 155

Abstract

The purpose of this research is to determine the effect of celebrity endorsement and perceived advertising value on purchase decisions at Fore Coffee. The author conducted this research by distributing the questionnaries to a sample of 170 people who have made a purchase at Fore Coffee in Jakarta. The questionnaries distributed through google form. Data analysis techniques using SEM through the LISREL 8.70 software. The results of this study found that both dependent variables namely celebrity endorsement and perceived advertising value had a significant effect on purchase decisions. From the two dependent variables, perceived advertising value has more effects than the celebrity endorsement for purchasing decisions at Fore Coffee.

Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan celebrity endorsement dan perceived advertising value terhadap keputusan pembelian di Fore Coffee. Penulis melaksanakan penelitian ini dengan menyebarkan kuesioner kepada sampel sebanyak 170 orang konsumen yang pernah melakukan pembelian di Fore Coffee di Jakarta. Kuesioner disebarkan melalui google form. Teknik analisis data menggunakan SEM melalui aplikasi LISREL 8.70. Penelitian ini memperoleh hasil bahwa kedua variabel dependen yaitu celebrity endorsement dan perceived advertising value memberikan pengaruh yang signifikan terhadap keputusan pembelian. Dari kedua variabel dependen tersebut, perceived advertising value berpengaruh lebih besar dibandingkan dengan variabel celebrity endorsement terhadap keputusan pembelian di Fore Coffee.

Keywords

advertising; celebrity endorsement; perceived advertising value; purchase decisions

Full Text:

PDF

References

Adam & Hussein, (2017). “Impact of Celebrity Endorsement On Consumers Buying Behavior”. British Journal of Marketing Studies, 5, 79-121.

Ammarie & Nurfebiaraning. (2018). “Pengaruh Iklan Pop-Up Bukalapak Versi Pahlawan Pada Youtube Terhadap Sikap Khalayak”. Jurnal Manajemen Komunikasi, 2, 78-94.

Balawera, Asrianto. (2013). “Green Marketing dan Corporate Social Responsibility Pengaruhnya Terhadap Keputusan Pembelian Konsumen Melalui Minat Membeli Produk Organik di Freshmart Kota Manado”. Jurnal EMBA, 1, 2117-2129.

Brackett & Carr, (2001). “Cyberspace advertising vs other media: Consumer vs. mature student attitudes”. Journal of Advertising Research, 5, 23-32.

Dennyka & Rezi Erdiansyah. (2017). “Pengaruh Daya Tarik Iklan Mobile Legends di Youtube Terhadap Keputusan Pembelian Karakter Game Mobile Legends”. Proligia, 1, 345-350.

Ducoffe, Robert H, (1996). “Advertising Value and Advertising On The Web”. Journal of Advertising Research, 21-32.

Gaber, Wright & Kooli (2019). “Consumer Attitudes towards Instagram Advertisements in Egypt: The Role of the Perceived Advertising Value and Personalization”. Cogent Business & Management, 6, 1-13.

Ghozali, Imam. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.

Ha & Lam, (2017). “The Effects of Celebrity Endorsement on Customer’s Attitude toward Brand and Purchase Intention”. International Journal of Economics and Finance, 9, 64-77.

Khan & Lodhi, (2016). “Influence Of Celebrity Endorserment On Consumer Purchase Decision : A Case Of Karachi”. Imperial Journal of Interdisciplinary Research (IJIR), 2,102-111.

Kotler, dan Keller, (2012). Manajemen Pemasaran. Edisi 12. Jakarta: Erlangga.

Mulyana dan Priccila. (2014). “Pengaruh Periklanan Dan Promosi Penjualan Terhadap Keputusan Pembelian”. Jurnal Ilmilah Manajemen Kesatuan, 2, 119-128.

Mulyawati, Kumadji, dan Kusumawati. (2015). “Pengaruh Celebrity Endorser Terhadap Sikap Konsumen Serta Dampaknya Pada Keputusan Pembelian (Survei pada Mahasiswi Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2013 dan 2014 Pengguna Produk Perawatan Wajah Merek Garnier)”. Jurnal Administrasi Bisnis (JAB), 24, 1-6.

Nisfiannoor, Muhammad. (2009). Pendekatan Statistik Modern. Jakarta: Salemba Huamanika.

Siregar, Syofian. (2012). Metode Penelitian Kuantitatif Dilengkapi Dengan Perbandingan Perhitungan Manual dan SPSS. Jakarta : Prenadamedia Group.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.

Suhandang, Kustadi. (2010). Periklanan : Manajemen, Kiat dan Strategi. Bandung : Nuansa

Watie. (2012). “Periklanan Dalam Media Baru”. The Messenger, 4, 37-42.

Wijayanti, Ratna. 2008. ”Analisis Faktor yang Mempengaruhi Keputusan Pembelian Konsumen terhadap Pembersih Wajah Ovale”. Jurnal Aplikasi Manajemen. Volume 6. Nomor 2. Agustus. Hal. 138 – 154. Banjarmasin. Universitas Achmad Yani.

Zeng, Zuohao, Rong dan Zhilin. (2009). “Determinants of online service satisfaction and their impacts onbehavioural intention”. Total Quality Management. Vol. 20, No. 9, 953-969.

Copyright (c) 2020 Prologia
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Refbacks

  • There are currently no refbacks.