Pengaruh Celebrity Endorser Gita Savitri Terhadap Keputusan Pembelian Produk Online Shop Femme Outfit Di Media Sosial Instagram

Sarah Nauvallia, Erni Martini

Abstract

Abstrak Satu model pemasaran yang saat ini sedang menjadi tren adalah sosial media marketing. Media sosial memberikan peluang bagi online shop untuk memasarkan produknya, salah satunya melalui Instagram. Para online shop menggunakan strategi untuk meningkatkan jumlah pembelian produknya dengan menggunakan jasa celebrity endorser. Melihat fenomena yang ada, peneliti ingin mengkaji lebih lanjut pengaruh celebrity endorser terhadap keputusan pembelian. Penelitian ini bertujuan untuk mengetahui apakah Gita Savitri sebagai celebrity endorser yang dilihat dari segi visibility, credibility, attraction dan power memiliki pengaruh terhadap keputusan pembelian konsumen Femme Outfit di Instagram. Metode analisis yang digunakan dalam penelitian ini adalah SEM (Structural Equation Model) dengan menggunakan aplikasi AMOS. Penelitian ini menggunakan metode kuantitatif dengan penyebaran kuesioner ke 140 responden. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan jenis purposive sampling. Populasi dan sampel penelitian ini adalah konsumen yang mengikuti instagram Femme Outfit dan melakukan pembelian produk Femme Outfit dan melihat Gita Savitri sebagai celebrity endorser-nya. Berdasarkan hasil pengujian hipotesis menunjukkan bahwa terdapat pengaruh visibility Gita Savitri terhadap keputusan pembelian di Femme Outfit, terdapat pengaruh credibility Gita Savitri terhadap keputusan pembelian di Femme Outfit, terdapat pengaruh attraction Gita Savitri terhadap keputusan pembelian di Femme Outfit, terdapat pengaruh power Gita Savitri terhadap keputusan pembelian di Femme Outfit. Saran untuk penelitian selanjutnya yaitu menambahkan variabel yang dapat mempengaruhi keputusan pembelian konsumen seperti kualitas produk dan persepsi harga. Kata Kunci: celebrity endorser, visibility, credibility, attraction, power dan keputusan pembelian. Abstract One marketing model that is currently becoming a trend is social media marketing. Social media offers opportunities for online shop owners to market their products, one of which is through social media Instagram. To increase the number of sales of its products, the online shop owners use a certain strategy, namely by using the services of celebrity endorsers. Seeing the phenomena that are related to the way of marketing, the researcher wanted to further study the influence of celebrity endorsers on purchasing decisions of online shop customers. This study aims to determine whether Gita Savitri as a celebrity endorser has an influence on the purchasing decisions of Femme Outfit consumers on Instagram, in terms of visibility, credibility, attraction and power. The analytical method used in this study was SEM (Structural Equation Model) using AMOS applications. In this study, a quantitative method was used, that was by distributing questionnaires to 140 respondents. The sampling technique used was non probability sampling with the type of purposive sampling. The population and sample of this study were consumers who follow the Femme Outfit Instagram and purchase Femme Outfit products and see Gita Savitri as the celebrity endorser. Based on the results of hypothesis testing, it was known that there was an influence of visibility, credibility, attraction, and power from the endorsement of Gita Savitri on customers' purchasing decisions at Femme Outfit. Suggestions for further research are adding variables that can influence consumer purchasing decisions such as product quality and price perception. Keywords: celebrity endorser, visibility, credibility, attraction, power and purchasing decisions.

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