Pengaruh Daya Tarik, Keahlian, Dan Kepercayaan Kepada Celebrity Endorser Terhadap Niat Beli Konsumen (Studi Empiris Pada Konsumen Produk Wardah Colorfit Velvet Matte Lip Mousse di Kota Surakarta)

Putri Kinasih, Awalia and -, Drs. Wiyadi, M.M., Ph.D (2020) Pengaruh Daya Tarik, Keahlian, Dan Kepercayaan Kepada Celebrity Endorser Terhadap Niat Beli Konsumen (Studi Empiris Pada Konsumen Produk Wardah Colorfit Velvet Matte Lip Mousse di Kota Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The use of celebrities as advertising stars is very important to attract the attention of consumers and create brand awareness of a product. The credibility factor consisting of aspects of attractiveness, expertise and trust held by a celebrity becomes the main consideration for marketers in determining the star of an ad for a product. The higher the credibility of an ad star, the more effective the delivery of an advertisement that indirectly raises consumer buying intentions for a new brand. For this reason, a study was conducted with the aim of proving empirically the influence of attractiveness, expertise, and trust in Celebrity Endorser beauty products Wardah Colorfit Velvet Matte Lip Mousse on consumer purchase intentions in the city of Surakarta. This study uses a nonprobability technique aside, with a research sample of 150 respondents consisting of people of Surakarta City who are female with a minimum age of 17 years. The type of data in this study is quantitative data and data collection techniques by researchers distributing questionnaires to respondents online through Google form. The results obtained in this study stated that attractiveness, expertise and trust have a positive influence on consumer purchase intentions. The next research recommendation is that there should be additional variables besides the attractiveness, expertise and trust variables inherent in celebrity endorsers to see the potential. Keywords: attractiveness, expertise, trustworthiness, celebrity endorser, purchase intention.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: attractiveness, expertise, trustworthiness, celebrity endorser, purchase intention.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: AWALIA PUTRI KINASIH
Date Deposited: 20 Jul 2020 06:09
Last Modified: 20 Jul 2020 06:09
URI: http://eprints.ums.ac.id/id/eprint/83612

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