Pengaruh Celebrity Endorsement Terhadap Purchase Intention Konsumen Healthy Food

Apriliani, Evania (2024) Pengaruh Celebrity Endorsement Terhadap Purchase Intention Konsumen Healthy Food. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Preferensi konsumen terhadap healthy food telah mengalami perubahan signifikan, khususnya di kalangan generasi Z yang semakin mengutamakan aspek kesehatan dan keberlanjutan dalam pemilihan makanan. Celebrity endorsement menjadi salah satu faktor yang berperan penting dibalik trend healthy food, termasuk pada purchase intention konsumen. Tujuan dari penelitian ini adalah melihat bagaimana attractiveness, trustworthiness, dan expertise yang dimiliki celebrity endorser, berdampak pada keinginan generasi Z untuk membeli produk healthy food. Hal ini penting untuk memahami apakah strategi pemasaran melalui celebrity endorsement dapat efektif dalam mendorong konsumen untuk mengambil keputusan. Desain penelitian ini adalah kuantitatif, dengan data primer yang dihasilkan dari penyebaran kuesioner kepada responden generasi Z. Pada penelitian ini adalah pengguna Instagram serta memiliki ketertarikan pada produk healthy food. Sebanyak 252 data yang terkumpul dianalisis menggunakan metode Confirmatory factor analysis (CFA) dan Structural Equation Modelling (SEM) melalui software AMOS. Hasil analisis menunjukkan bahwa Celebrity endorsement dan trustworthiness berpengaruh positif terhadap purchase intention. Namun attractiveness dan expertise tidak berpengaruh signifikan terhadap purchase intention. Berdasaran temuan yang ada, penelitian ini dapat memberikan bukti bahwa penajaman strategi pemasaran yang menekankan nilai kepercayaan lebih sesuai dengan preferensi konsumen Generasi Z. Penelitian ini mengonfirmasi penelitian-penelitian terdahulu tentang pengaruh celebrity endorsement beserta tiga atributnya terhadap purchase intention. Penelitian ini berkontribusi pada kebaruan model penelitian dan menjadi landasan pada pengoptimalan strategi pemasaran di era digital.
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Consumer preferences for healthy food have undergone significant changes, especially among generation Z who increasingly prioritize health and sustainability aspects in food choices. Celebrity endorsement is one of the factors that play an important role behind the healthy food trend, including consumer purchase intention. The purpose of this study is to see how the attractiveness, trustworthiness, and expertise of celebrity endorsers impact Generation Z's desire to buy healthy food products. It is important to understand whether marketing strategies through celebrity endorsement can be effective in encouraging consumers to make decisions. This research design is quantitative, with primary data generated from distributing questionnaires to generation Z respondents. In this study are Instagram users and have an interest in healthy food products. A total of 252 data collected were analyzed using Confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM) methods through AMOS software. The results of the analysis show that Celebrity endorsement and trustworthiness have a positive effect on purchase intention. However, attractiveness and expertise have no significant effect on purchase intention. Based on the findings, this study can provide evidence that sharpening marketing strategies that emphasize the value of trust is more in line with Generation Z consumer preferences. This study confirms previous research on the effect of celebrity endorsement and its three attributes on purchase intention. This research contributes to the novelty of the research model and provides a foundation for optimizing marketing strategies in the digital era.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Celebrity endorsement, Healthy food, Purchase intention, Celebrity endorsement, Healthy food, Purchase intention.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HQ The family. Marriage. Woman > HQ2042 life style
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Evania Apriliani
Date Deposited:	07 Aug 2024 17:03
Last Modified:	07 Aug 2024 17:03
URI:	http://repository.its.ac.id/id/eprint/110954

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