PENGARUH DAYA TARIK, KEPERCAYAAN, DAN KEAHLIAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN
Abstract
Berbagai taktik pemasaran dilakukan agar produk semakin kompetitif dan menjadi pilihan konsumen. Salah satu usaha yang dilakukan adalah dengan menggunakan selebriti pendukung. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh daya tarik, kepercayaan, dan keahlian Valentino Rossi sebagai celebrity endorser terhadap keputusan pembelian motor Yamaha R Series di Bandar Lampung. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah Accidental Sampling, yaitu teknik penentuan sampel berdasarkan kebetulan, sedangkan untuk teknik analisis data dengan menggunakan regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel daya tarik, kepercayaan, dan keahlian memiliki efek yang signifikan dan positif dalam keputusan pembelian.
Kata Kunci: keputusan pembelian, celebrity endorser, daya tarik, kepercayaan, keahlian.
Full Text:
PDFReferences
Apejoye A, (2013). “Influence of Celebrity Endorsement of Advertisement on Students’ Purchase Intention”, J Mass Communication Journalism 3: 152
Atkin, C. & Block, M. (1983). “Effectiveness Of Celebrity Endorsers”. Journal of Advertising Research, 23(1), 57-61
Biswas, D., Biswas, A. & Das, N. (2006). “The Differential Effects Of Celebrity And Expert Endorsements On Consumer Risk Perceptions”. Journal of Advertising, 35(2), 17-31.
Blackwell, R.D., Miniard, P.W. and Engel, J.F. (2001), Consumer Behavior, 9th ed., South-Western Thomas Learning, Mason, OH.
Bryne, A., Whitehead, M. & Breen, S. (2003). “The Naked Truth of Celebrity Endorsement”, British Food Journal, 105(4/5), 288-296.
Charbonneau, J. & Garland, R. (2005). “Talent, Looks or Brains? New Zealand Advertising Practitioners Views on Celebrity and Athlete Endorsers”. Marketing Bulletin, 16(3),1-10.
Carroll, A. (2008) Brand Communications in Fashion Categories Using Celebrity Endorsement, Brand Management, 17(2), 146-158.
Chen, S.M. & Huddleston, P. (2009). “A Comparison of Four Strategies to Promote Fair Trade Products”, International Journal of Retail and Distribution Management, 37(4), 336-345.
Daneshvary, R. & Schwer, R. K. (2000). “The Association Endorsement and Consumers Intention to Purchase”. Journal of Consumer Marketing, 17(3), 203-213.
Dean, D.H. & Biswas, A. (2001). “Third-Party Oganization Endorsement of Products: An Advertising Cue Affecting Consumer Pre-purchase Evaluation of Goods and Services”. Journal of Advertising, 30(4), 41-57
Erdogan, B. Z. (1999). “Celebrity Endorsement: A Literature Review”. Journal of Marketing Management, 15(4), 291-314
Hollensen, S. dan Schimmelpfennig, C. (2013), "Selection of Celebrity Endorsers", Marketing Intelligence & Planning, Vol. 31 (1): 88 – 102.
Kahle, L.R. & Homer, P. (1985). “Physical attractiveness of the celebrity endorser: a social adaptation perspective”. Journal of Consumer Research, 11(3), 954-61
Kotler, P. dan Keller, K, 2009, Manajemen Pemasaran Edisi 13 Jilid 1, Jakarta: Pearson Education.
Liu, M.T., Huang, Y.Y. & Jiang, M.H. (2007). “Relations among Attractiveness of Endorsers, Match-up, and Purchase Intention in Sport Marketing in China”. Journal of Consumer Marketing, 24(6), 358-365
Maddux, J.E. & Rogers, R.W. (1980). “Effects of Sources Expertness, Physical Attractiveness and Supporting Arguments on Persuasion: A Case of Brain over Beauty”. Journal of Personality and Social Psychology, 39(2), 235-244
Magnini, P.V., Honeycutt, E.D., & Cross, A.M. (2008). “Understanding The Use Of Celebrity Endorsers For Hospitality Firms”. Journal of Vacation Marketing, 14(1), 57-69
McCracken, G. (1989), “Who Is the Celebrity Endorser? Cultural Foundations Of The Endorsement Process”, Journal of Consumer Research, Vol. 16 No. 3: 310-321.
Miller, G.P. & Basehart, J. (1969). “Source trustworthiness, opinionated statements, and response to persuasive communication”. Speech Monographs, 36(1), 1-7.
Noviandra, M, 2006, “Analisis Pengaruh Model Iklan Terhadap Perilaku Pembelian Remaja Kasus Pada Bintang Akademi Fantasi Indosiar”, Jurnal Bisnis dan Ekonomi Universitas Diponegoro Vol. 10 No. 1: 30 - 36.
Ohanian, R. (1990), “Construction And Validation Of A Scale To Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness And Attractiveness”, Journal of Advertising, Vol. 19 No. 3: 39 - 52.
O’hanian, R. (1991), “The Impact Of Celebrity Spokespersons Perceived Image On Consumers Intention To Purchase”. Journal of Advertising Research, 31, 46-54.
OMahony, S. & Meenaghan, T. (1997). “The Impact Of Celebrity Endorsements On Consumers”. Irish Marketing Review, 10(2), pp.15-24.
Ranjbarian, B., Shekarchizade, Z. & Momeni, Z. (2010). “Celebrity Endorser Influence On Attitude Toward Advertisement And Brands”. European Journal of Social Science, 13(3), 399-404
Shimp, T, 2003, Periklanan Promosi Jilid 1, Jakarta: Erlangga.
Silvera, D.H. & Austad, B. (2004). “Factors predicting the effectiveness of celebrity endorsement advertisements”. European Journal of Marketing, 38(11/12), 1509-1526.
Sugiyono, 2006, Metode Penelitian Bisnis, Bandung: CV. Alpha Betha.
Toncar, M., Reid, J.S. & Anderson, C.E. (2007). “Effective Spokespersons In A Public Service Announcement: National Celebrities, Local Celebrities, And Victims”. Journal of Communication Management, 11(3), 258-275.
DOI: https://doi.org/10.33365/tb.v2i2.446
Refbacks
- There are currently no refbacks.
Copyright (c) 2019 Berlintina Permatasari
This work is licensed under a Creative Commons Attribution 4.0 International License.
TECHNOBIZ: International Journal of Business
Published by Universitas Teknokrat Indonesia
Organized by Fakultas Ekonomi dan Bisnis, Universitas Teknokrat Indonesia
W: http://ejurnal.teknokrat.ac.id/index.php/technobiz
E : technobiz@teknokrat.ac.id
P : 085273730707 (Only Whatsapp)
Jl. Zainal Abidin Pagaralam, No.9-11, Labuhan Ratu, Bandarlampung
This work is licensed under a Creative Commons Attribution 4.0 International License.