PENGARUH CELEBRITY ENDORSEMENT TERHADAP MINAT BELI PRODUK SKINCARE THE ORIGINOTE DI BANDAR LAMPUNG

Authors

  • Dinda Destafani Universitas Teknokrat Indonesia
  • Ade Candra Universitas Teknokrat Indonesia

DOI:

https://doi.org/10.24127/jm.v19i1.2308

Abstract

The Originote adalah merek lokal yang berdiri sejak 2018, tetapi namanya baru dikenal publik pada tahun 2022. Penelitian ini diharapkan dapat memberikan kontribusi signifikan dalam memahami pengaruh celebrity endorsement terhadap minat beli produk skincare di pasar lokal seperti Bandar Lampung, serta memberikan rekomendasi praktis bagi perusahaan dalam merancang strategi pemasaran yang lebih efektif. Pada penelitian ini menggunakan metode kuantitatif yang mana jumlah respondennya adalah 100, diambil menggunakan tehnik Random Sampling. Pengumpulan data menggunakan kuesioner dengan skala likert 5 point. Alat uji analisis yang digunakan adalah uji validitas, uji reabilitas, uji regresi linear berganda, uji koefesiensi determinasi, uji t dan juga uji F. Hasil uji t parsial diperoleh thitung (X1) = 11,18 > ttabel = 1,993 dan thitung (X2) = 13,80 > ttabel =1,993 sehingga dapat disimpulkan H0 di tolak dan Hipotesis diterima, yang artinya kedua variabel memiliki pengaruh signifikan secara parsial. Variabel yang dominal adalah daya Tarik dari celebrity endorse. berdasarkan hasil penelitian maka penelitian ini mendukung hipotesis yang ada yang mana ada pengaruh parsial dan simultan.

Kata kunci: Kepercayaan, Daya Tarik, Minat Beli, Celebrity Endorse

References

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Artikel Jurnal

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Published

2025-04-25

Issue

Vol. 19 No. 1 (2025): April

Section

Articles

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