Pengaruh Celebrity Endorsement Maudy Ayunda dan Perceived Brand Localness Terhadap Minat Pembelian Produk From This Island
Abstract
Industri skincare di Indonesia menunjukkan pertumbuhan signifikan pada beberapa tahun terakhir, dipicu oleh
peningkatan kesadaran masyarakat terhadap perlunya perawatan kulit. Persaingan yang kian ketat mendorong brand
lokal untuk membedakan diri, baik melalui pemanfaatan figur publik yang memiliki citra positif maupun dengan
menonjolkan nilai-nilai lokalitas, yang diyakini berkontribusi terhadap peningkatan minat beli konsumen. Studi yang
dilaksanakan mempunyai tujuan dalam menguji pengaruh celebrity endorsement dan perceived brand localness
terhadap minat pembelian produk From This Island, sebuah brand skincare lokal yang menggunakan figur publik
Maudy Ayunda sebagai endorser. Metode penelitian yang dipergunakan yaitu kuantitatif mempergunakan pendekatan
kausal. Teknik pengambilan sampel menggunakan purposive sampling dan dengan 216 responden. Kriteria responden
adalah WNI dan berdomisili Indonesia, berusia minimal 17 tahun, mengenal Maudy Ayunda, mengetahui brand From
This Island namun belum pernah melakukan pembelian produk. Data dikumpulkan dengan kuesioner yang dilakukan
penyebaran dengan daring serta dilaksanakan analisis mempergunakan regresi linier berganda. Kontribusi penelitian
ini terletak pada penggabungan dua perspektif yang belum banyak diteliti secara bersamaan: peran selebritas sebagai
endorser dan persepsi lokalitas brand dalam konteks pemasaran digital produk skincare lokal. Hasil penelitian ini
diharapkan dapat memperkaya literatur pemasaran kontemporer, khususnya dalam konteks konsumen Indonesia yang
semakin sadar terhadap identitas lokal dan figur publik yang autentik.
Kata Kunci-celebrity endorsement, perceived brand localness, minat pembelian, From This Island, Maudy Ayunda.
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