RESPON MINAT BELI KONSUMEN IKLAN SOMETHINC TERHADAP KUALITAS INFORMASI DAN KREDIBILITAS CELEBRITY ENDORSER
Universitas Gunadarma
Indonesia
Universitas Gunadarma
Indonesia
Universitas Gunadarma
Indonesia
Abstract
Meningkatkan minat beli suatu produk merupakan bagian utama dari kegiatan pemasaran. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Informasi dan Kredibilitas Sumber pada iklan Somethinc terhadap minat beli. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei menggunakan kuesioner kepada 384 responden yang merupakan pemirsa iklan Somethinc versi Low pH Gentle Jelly Cleanser di Instagram Somethinc Official dengan usia 21-41 tahun. Paradigma penelitian yang digunakan adalah paradigma positivisme. Analisis data menggunakan regresi linier berganda, dan teori yang digunakan dalam penelitian ini adalah teori Elaboration Likelihood Model. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif secara parsial antara kualitas informasi dengan minat beli dan antara source celebrity endorser dengan minat beli, serta terdapat pengaruh positif secara simultan antara kualitas informasi dan kredibilitas celebrity endorser terhadap minat beli. Kesimpulannya adalah semakin tinggi koefisien kualitas informasi dan kredibilitas celebrity endorser maka semakin tinggi pula koefisien minat beli, dan khalayak iklan lebih tertarik pada jalur peripheral yaitu kredibilitas celebrity endorser model iklan dibandingkan jalur central yaitu kualitas informasi iklan.
Keywords
References
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