PENGARUH KREDIBILITAS CELEBRITY ENDORSER HAN SO HEE SEBAGAI "BEAUTY GURU" PADA IKLAN SOMETHINC TERHADAP SIKAP KONSUMEN (Survei Terhadap Followers Instagram @somethincofficial)

Riska Rizqiyah, . (2023) PENGARUH KREDIBILITAS CELEBRITY ENDORSER HAN SO HEE SEBAGAI "BEAUTY GURU" PADA IKLAN SOMETHINC TERHADAP SIKAP KONSUMEN (Survei Terhadap Followers Instagram @somethincofficial). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The majority of Indonesian women have various facial skin problems such as acne, oily, dull, and black spots. Skin problems can be solved with treatments recommended by a beautician. Somethinc is a beauty brand that offers various skincare products according to skin needs. Somethinc uses South Korean celebrity endorser Han So Hee to promote its products. Celebrity Endorser credibility has a big influence on consumer attitudes. The purpose of this study focuses on how much influence the credibility of celebrity endorsers has on consumer attitudes. Source Credibility Theory by Hovland Janis and Kelley is used to measure the credibility of celebrity endorsers on consumer attitudes. The theory states that, a credible communicator will find it easier to persuade his audience. The credibility of celebrity endorsers will be assessed based on three factors, namely Trustworthiness, Expertise, and Attractiveness. The dimensions of consumer attitudes are measured by three responses, namely cognitive responses, affective responses, and conative responses. The survey method was used by researchers to distribute questionnaires to 100 respondents, namely followers of the @somethincofficial Instagram account. This research uses an explanatory quantitative approach. The collected data were analyzed using the correlation test, simple linear regression test, determination coefficient test, and hypothesis testing through SPSS 26. The correlation test shows that between Variable X (Celebrity Endorser Credibility) and Variable Y (Consumer Attitude) has a strong relationship. The results showed that the level of influence of Variable X (celebrity endorser credibility) on Variable Y (consumer attitude) was 31.7%, so Han So Hee's celebrity endorser credibility has a considerable influence on consumer attitudes. The results of the Hypothesis Test analysis state that Variable X (celebrity endorser credibility) on Variable Y (consumer attitudes) has a large and significant influence.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910411015] [Pembimbing: Ana Kuswanti] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Irpan Ripa'i Sutowo]
Uncontrolled Keywords: Celebrity Endorser Credibility, Skincare, Skin Problems, Consumer Attitudes, Source Credibility Theory
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Riska Rizqiyah
Date Deposited: 13 Sep 2023 01:28
Last Modified: 13 Sep 2023 01:28
URI: http://repository.upnvj.ac.id/id/eprint/26161

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