Pengaruh Source Credibility Model pada Selebriti Endorser Internasional terhadap Minat Beli: Studi Kasus Nu Green Tea Indonesia

Putri, I Gusti Agung Ayu Dinda Pramesthi (2021) Pengaruh Source Credibility Model pada Selebriti Endorser Internasional terhadap Minat Beli: Studi Kasus Nu Green Tea Indonesia. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Meningkatnya permintaan di pasar sektor industri makanan dan minuman mengakibatkan kompetisi dalam industri tersebut meningkat dan perusahaan gencar dalam mencari dan melaksanakan strategi pemasaran yang efektif. Salah satu cara populer bagi pemasar untuk mempromosikan merek, produk dan layanan mereka adalah dengan menggunakan selebriti endorser. Semenjak mewabahnya fenomena meningkatnya popularitas hiburan dan budaya Korea atau disebut juga Hallyu ke hampir seluruh dunia dan meluasnya pangsa pasar penggemar musik dan budaya Korea di Indonesia, perusahaan Indonesia mulai ramai menggunakan artis Korea Selatan untuk mempromosikan produknya. Namun, diketahui bahwa penggunaan selebriti endorser internasional membutuhkan biaya yang lebih besar. Nu Green Tea merupakan salah satu brand pionir produk teh hijau dalam kemasan botol di Indonesia dan salah satu perusahaan Indonesia yang bekerja sama dengan salah satu boyband popular dari Korea Selatan yakni NCT 127. Tujuan dari penelitian ini adalah meneliti pengaruh kredibilitas dari selebriti endorser internasional terhadap sikap merek dan kredibilitas merek serta pengaruhnya pada minat beli konsumen dengan menggunakan Nu Green Tea sebagai objek penelitian. Selain itu, kredibilitas endorser diuji sebagai second-order construct dan diukur menggunakan ketiga dimensi source credibility model. Untuk mencapai tujuan tersebut, maka teknik pengolahan dan analisis data pada penelitian ini menggunakan metode pengolahan data analisis deskriptif dan PLS-SEM. Pengumpulan data dilakukan menggunakan kuesioner online yang disebarkan kepada 385 sampel berusia minimal 18 tahun, berdomisili di Indonesia, mengkonsumsi Nu Green Tea setidaknya satu kali dalam tiga bulan terakhir serta memiliki pemahaman atau penggemar NCT 127. Berdasarkan hasil analisis PLS-SEM menunjukkan bahwa kredibilitas endorser dipengaruhi oleh ketiga dimensi source credibility model yakni kepercayaan, daya tarik, dan keahlian, nilai tertinggi dimiliki oleh dimensi keahlian. Selain itu, hasil analisis juga menunjukkan dari ketujuh hipotesis yang diuji, semuanya diterima dan memiliki pengaruh yang signifikan antar variabel. Terdapat implikasi manajerial yang dapat diimplementasikan pihak perusahaan pengguna selebriti endorser internasional dengan tujuan meningkatkan kredibilitas merek, sikap konsumen terhadap merek, serta minat beli dari konsumen. ==================================================================================================== The increasing demand in the food and beverage industry sector has resulted in increased competition in the industry and companies are aggressively seeking and implementing effective marketing strategies. One popular way for marketers to promote their brands, products and services is by using celebrity endorsers. Since the outbreak of the phenomenon of the increasing popularity of Korean entertainment and culture or also known as Hallyu to throughout the world and the expanding market share of fans of Korean music and culture in Indonesia, Indonesian companies have begun to use South Korean artists to promote their products. However, it is known that the use of international celebrity endorsers is more expensive. Nu Green Tea is one of the pioneering brands of green tea products in bottle packaging in Indonesia and one of the Indonesian companies that collaborates with a popular boy group from South Korea, NCT 127. The purpose of this study is to examine the effect of celebrity endorser's credibility on brand attitudes and brand credibility and its influence on consumer purchase intention by using Nu Green Tea as the object of research. Also, the credibility of the endorser was tested as a second-order construct and measured using the three dimensions of the source credibility model. To achieve these objectives, the data processing and analysis techniques used in this study are descriptive analysis and PLS-SEM. Data was collected through online questionnaire distributed to 385 samples aged at least 18 years, domiciled in Indonesia, consumed Nu Green Tea at least once in the last three months and had an understanding or fans of NCT 127. Based on the results of the PLS-SEM analysis, it shows that the credibility of the endorser is in fact influenced by the three dimensions of the source credibility model, namely trust, attractiveness, and expertise, the highest value is owned by the expertise dimension. In addition, the results of the analysis also showed that of the seven hypotheses tested, all of them were accepted and had a significant influence between variables. There are managerial implications that can be implemented by companies using international celebrity endorsers with the aim of increasing brand credibility, consumer attitudes towards brands, and consumer buying interest.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Kredibilitas Merek, Minat Beli, Nu Green Tea, PLS-SEM, Selebriti Endorser, Sikap terhadap Merek, Source Credibility Model Brand Attitude, Brand Credibility, Celebrity Endorser, Nu Green Tea, PLS-SEM, Purchase Intention, Source Credibility Model
Subjects: H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions: Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: I Gusti Agung Ayu Dinda Pramesthi Putri
Date Deposited: 03 Mar 2021 04:19
Last Modified: 03 Mar 2021 04:19
URI: https://repository.its.ac.id/id/eprint/83251

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