Persepsi Konsumen terhadap Selebritas sebagai Endorser Iklan Produk

Morissan Morissan

Abstract

Penelitian ini bertujuan untuk mengukur hubungan antara variabel demografis dan sikap terhadap selebritas yang menjadi endorser iklan produk dan menentukan atribut selebritas paling berpengaruh terhadap keputusan pembelian. Penarikan sampel dilakukan di Jakarta dengan teknik convenience sampling melalui kuesioner online dan diperoleh 436 responden. Temuan menunjukkan bahwa usia dan jenis kelamin memiliki pengaruh signifikan terhadap sikap konsumen untuk mendukung, netral, atau menolak selebritas endorser, sementara pendidikan dan pendapatan tidak memberikan pengaruh signifikan. Tiga atribut endorser menunjukkan pengaruh signifikan terhadap niat pembelian dan kepercayaan menunjukkan pengaruh terkuat, diikuti keahlian dan kesamaan.

Keywords

endorser, iklan, Indonesia, konsumen, selebritas

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DOI: https://doi.org/10.24002/jik.v17i2.2399