Pengaruh Kredibilitas Celebrity Endorser Terhadap Minat Beli Produk Kosmetik Azarine

Putri, Rizka Silviana and , Dr. Dian Purworini, S.Sos., M.M (2024) Pengaruh Kredibilitas Celebrity Endorser Terhadap Minat Beli Produk Kosmetik Azarine. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Advertising is defined as a manifestation of the strategy in the business line implemented by the Azarine company in introducing its cosmetic products. Using celebrity endorsers as a marketing strategy to attract consumer attention and increase interest in products. This research aims to determine whether there is an influence of celebrity endorser credibility on interest in purchasing Azarine products, where this research uses Source Credibility theory by Ohanian using explanatory quantitative research methods. This research has 2 variables, namely celebrity endorser credibility as an independent variable and purchase interest as a dependent variable. Data was collected through a questionnaire determined based on a purposive sampling technique with a total of 100 respondents obtained using the Slovin formula. From the results of hypothesis testing and research analysis, it was found that celebrity endorser credibility had a positive and significant effect on interest in purchasing Azarine cosmetic products, with results of 15.7%. Celebrity endorser credibility had an influence on interest in purchasing Azarine.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Kredibilitas celebrity endorser, minat beli, Azarine, teori kredibilitas sumber
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	RIZKA SILVIANA PUTRI
Date Deposited:	22 Oct 2024 09:27
Last Modified:	22 Oct 2024 09:27
URI:	http://eprints.ums.ac.id/id/eprint/128379

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