PENGARUH DAYA TARIK IKLAN DAN KREDIBILITAS CELEBRITY ENDORSER PARK HYUNG SIK TERHADAP MINAT BELI PRODUK AVOSKIN (Survei Terhadap Followers Instagram @avoskinbeauty)

Fadhila Amani, . (2024) PENGARUH DAYA TARIK IKLAN DAN KREDIBILITAS CELEBRITY ENDORSER PARK HYUNG SIK TERHADAP MINAT BELI PRODUK AVOSKIN (Survei Terhadap Followers Instagram @avoskinbeauty). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of information and communication technology has given rise to new cultures that are starting to be recognized by the public. One of them is the Korean Wave phenomenon, which has now become a trend. Currently, many local beauty and facial care brands are utilizing this Korean Wave phenomenon by releasing advertisements starring Korean artists as celebrity endorsers on social media. One of them is Avoskin, which released an advertisement with celebrity endorser Park Hyung Sik on Instagram @avoskinbeauty. This study aims to determine whether there is an influence of advertising appeal (X1) and the credibility of celebrity endorser Park Hyung Sik (X2) on purchase intention in Avoskin products (Y) and how much it affects. The theory used is Cognitive Response Theory by George E. Belch and Michael E. Belch. This research method is a survey method with an explanatory-type quantitative approach. The population in this study were followers of the @avoskinbeauty Instagram account, with a sample size of 100 people from the Taro Yamane formula. This study uses a nonprobability sampling technique with a purposive sampling method. Data collection techniques through distributing questionnaires. The data source in this study is a primary source. The data that has been collected is processed using SPSS version 27 software. The results of this study indicate that there is an effect of advertising appeal and credibility of celebrity endorser Park Hyung Sik partially on purchase intention in Avoskin products. Advertising appeal and the credibility of celebrity endorser Park Hyung Sik have a significant effect on purchase intention in Avoskin products, which is 74% while the remaining 26% is influenced by variables outside the study. Advertising appeal is the most dominant independent variable in influencing the dependent variable, namely purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411110] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Drina Intyaswati] [Penguji 2: Uljanatunnisa]
Uncontrolled Keywords: Advertising Appeal, Celebrity Endorser Credibility, Cognitive Response Theory, Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: FADHILA AMANI
Date Deposited: 26 Aug 2024 01:24
Last Modified: 26 Aug 2024 01:26
URI: http://repository.upnvj.ac.id/id/eprint/32527

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