Pengaruh Celebrity Endorser dan Citra Merek terhadap Minat Beli (Studi pada Pengikut Sweap Knitwear di Sosial Media Instagram)

Abstract

Abstract. Selling products online now has its own container with e-commerce entrepreneurs only need to create an e-commerce account and display images, product descriptions and prices on e-commerce accounts to attract the attention of consumers. Sweap Knitwear is a company engaged in the field of fashion that sells T-shirts, sweaters with knitwear. Marketing products from Sweap Knitwear is done only through online methods but not only through Instagram social media but also through e-commerce shopee and bukalapak. Knitwear Sweap is experiencing a decline in sales which affects the sales target that is always not achieved. The purpose of this study was to determine the effect of celebrity endorser and brand image on buying interest in Sweap Knitwear. The research method used is quantitative descriptive method with a population of 11,500 people on Instagram Sweap Knitwear followers, with a sample of 100 respondents. The analytical method used is multiple linear regression analysis and hypothesis testing. The results obtained are celebrity endorsers and brand image influencing buying interest in Sweap Knitwear. The credibility of celebrity endorsers and company image influence buying interest in Sweap Knitwear. The attractiveness of celebrity endorsers and the user's image affect buying interest in Sweap Knitwear. Matching celebrity endorser and product image influence buying interest in Sweap Knitwear. The credibility of celebrity endorsers and the user's image affect buying interest in Sweap Knitwear. The credibility of celebrity endorser and product image influence buying interest in Sweap Knitwear. The attractiveness of celebrity endorsers and corporate image influence buying interest in Sweap Knitwear. The attractiveness of celebrity endorsers and product images influence buying interest in Sweap Knitwear. The compatibility of celebrity endorsers and company image influences buying interest in Sweap Knitwear. Matching celebrity endorser and product image influence buying interest in Sweap Knitwear.

Keywords: Celebrity endorser, brand image, product image, user image, image company, credibility, compatibility, and buying interest.

Abstrak. Penjualan produk secara online saat ini mempunyai wadahnya sendiri dengan adanya e-commerce para pengusaha hanya cukup membuat akun e-commerce serta menampilkan gambar, deskripsi produk dan harga pada akun e-commerce untuk menarik perhatian konsumen. Sweap Knitwear adalah perusahaan yang bergerak di bidang fashion yang menjual T-shirt, Sweater dengan bajan rajut. Pemasaran produk dari Sweap Knitwear dilakukan hanya melalui metode online tetapi tidak hanya melalui sosial media Instagram tetapi juga dapat melalui e-commerce shopee dan bukalapak. Sweap Knitwear sedang mengalami penurunan penjualan yang berpengaruh pada target penjualan yang selalu tidak tercapai. Tujuan penelitian ini adalah untuk mengetahui pengaruh celebrity endorser dan citra merek terhadap minat beli Sweap Knitwear. Metode penelitian yang digunakan adalah metode deskriptif kuantitatif dengan populasi penelitian adalah pengikut instagram Sweap Knitwear yang berjumlah 11.500 orang, dengan sampel sebanyak 100 responden. Metode analisis yang digunakan adalah analisis regresi linier berganda dan uji hipotesis. Hasil penelitian yang diperoleh adalah celebrity  endorser dan citra merek berpengaruh terhadap minat beli Sweap Knitwear. Kredibilitas celebrity endorser dan citra perusahaan berpengaruh terhadap minat beli Sweap Knitwear. Daya tarik celebrity endorser dan citra pemakai berpengaruh terhadap minat beli Sweap Knitwear. Kecocokan celebrity endorser dan citra produk berpengaruh terhadap minat beli Sweap Knitwear. Kredibilitas celebrity endorser dan citra pemakai berpengaruh terhadap minat beli Sweap Knitwear. Kredibilitas celebrity endorser dan citra produk berpengaruh terhadap minat beli Sweap Knitwear. Daya tarik celebrity endorser dan citra perusahaan berpengaruh terhadap minat beli Sweap Knitwear. Daya tarik celebrity endorser dan citra produk berpengaruh terhadap minat beli Sweap Knitwear. Kecocokan celebrity endorser dan citra perusahaan berpengaruh terhadap minat beli Sweap Knitwear. Kecocokan celebrity endorser dan citra produk berpengaruh terhadap minat beli Sweap Knitwear.

Kata Kunci : Celebrity  endorser, citra merek, citra produk, citra pemakai,  citra perusahaan, kredibilitas, kecocokan, dan minat beli