Pengaruh Celebrity Endorser, Citra Merek, dan Kepercayaan Merek Terhadap Minat Beli Konsumen

Jurnal Inspirasi Bisnis dan Manajemen Pub Date : 2019-06-30 DOI:10.33603/JIBM.V3I1.2086

Dadang Suhardi, Rika Irmayanti

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引用次数: 15

Abstract

Abstract: This study aims to determine the effect of a celebrity endorser, brand image and brand trust on consumer buying interest. This study uses a survey method. The population in this study were high school students in Cibingbin Subdistrict as many as 1,069 with 291 respondents taken as samples. The sample is taken by stratified random sampling while the sampling technique uses Slovin formula with a margin of error of 5%. Data collection techniques using questionnaires were then tested for validity and reliability and then analyzed using multiple linear regression analysis. The results of the study stated that the variable celebrity endorser had a positive effect on buying interest. Brand image variables have a positive effect on buying interest. The brand trust variable has a positive effect on buying interest. Then the F test results state that celebrity endorser, brand image and brand trust have a significant effect on buying interest. Keyword: Celebrity Endorser, Brand Image, Brand Trust, Buying Interest. Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser, citra merek dan kepercayaan merek terhadap minat beli konsumen. Penelitian ini menggunakan metode survey. Populasi dalam penelitian ini adalah Siswa/i SLTA di Kecamatan Cibingbin sebanyak 1.069 dengan sampel yang diambil berjumlah 291 responden. Sampel diambil dengan cara stratified random sampling sedangkan teknik pengambilan sampel menggunakan rumus slovin dengan margin of eror 5%. Teknik pengumpulan data menggunakan kuesioner kemudian diuji validitas dan reliabilitasnya kemudian dianalisis menggunakan analisis regresi linear berganda. Hasil penelitian menyatakan bahwa variabel celebrity endorser berpengaruh positif terhadap minat beli. Variabel citra merek berpengaruh positif terhadap minat beli. Variabel kepercayaan merek berpengaruh positif terhadap minat beli. Kemudian hasil uji F menyatakan bahwa celebrity endorser, citra merek dan kepercayaan merek berpengaruh signifikan bersama-sama terhadap minat beli. Kata Kunci : Celebrity Endorser, Citra Merek, Kepercayaan Merek, Minat Beli

查看原文本刊更多论文

明星内啡肽、品牌形象和品牌信仰对消费者兴趣的影响

摘要:本研究旨在探讨名人代言、品牌形象和品牌信任对消费者购买兴趣的影响。本研究采用调查法。本研究的人口为慈滨街道的1069名高中生，抽取291名受访者作为样本。样本采用分层随机抽样，抽样技术采用斯洛文公式，误差范围为5%。然后对问卷调查的数据收集技术进行了效度和信度测试，然后使用多元线性回归分析进行了分析。研究结果表明，可变名人代言对购买兴趣有正向影响。品牌形象变量对购买兴趣有正向影响。品牌信任变量对购买兴趣有正向影响。然后F检验结果表明，名人代言、品牌形象和品牌信任对购买兴趣有显著影响。关键词:明星代言人，品牌形象，品牌信任，购买兴趣。摘要:Penelitian ini bertujuan untuk mengetahui pengaruh名人代言，citra merek dankeperayaand merek terhadap minat beli konsumen。Penelitian ini mongunakan方法测量。Populasi dalam penelitian ini adalah Siswa/i SLTA di Kecamatan Cibingbin sebanyak 1.069 dengan sample yang diambil berjumlah 291答复。样本分分层随机抽样，抽样范围为丹参、丹参、丹参、丹参、丹参、丹参。实验数据的有效性、信度、方差分析、方差分析、方差分析、方差分析和方差分析。Hasil penelitian menyatakan bahwa是一个可变的名人代言人，berpengaru是一个积极的人，他相信。变量柠檬酸是一种积极的物质，它能使人产生信心。不同的人会有不同的看法，他们会有不同的看法。Kemudian hasil uji F menyatakan是一名名人代言，citra merek dan keperkaya和merek berpengaruh是一名重要的人，bersama-sama是一名有影响力的人。Kata Kunci:名人代言人，Citra Merek, Kepercayaan Merek, Minat Beli

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Jurnal Inspirasi Bisnis dan Manajemen

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