Pengaruh Celebrity Endorsement, Brand Awareness dan Brand Image Terhadap Purchase Decision pada Konsumen Somethinc (Studi Kasus pada Mahasiswa di Universitas Kristen Indonesia Fakultas Ekonomi Jurusan Manajemen)

Tululi, Fitria Anjani (2022) Pengaruh Celebrity Endorsement, Brand Awareness dan Brand Image Terhadap Purchase Decision pada Konsumen Somethinc (Studi Kasus pada Mahasiswa di Universitas Kristen Indonesia Fakultas Ekonomi Jurusan Manajemen). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Pada era digital seperti saat ini, banyak masyarakat menggunakan internet bahkan bisa dikatakan hampir semua orang telah mengenal internet. Internet banyak dimanfaatkan mulai dari pemakaian media informasi,sarana pendukung kegiatan pendidikan, hiburan, bisnis, dll. Internet yang berkembang pesat ini terbukti dengan banyaknya website yang bermunculan, dan usaha digital sudah menjadi trend berkat perkembangan internet. Pada saat ini banyak product yang dijual secara online, mulai dari pakaian ,makanan, alat rumah tangga, kosmetik, dll. Penjualan kosmetik saat ini dirasa cukup tinggi mengingat kebutuhan konsumen saat ini sudah mulai ke perawatan diri sehingga banyak muncul produk kecantikan. Sejalan dengan ini perusahaan dipacu untuk dapat meningkatkan celebrity endorsement, brand awareness dan brand image kepada pelanggan. Penelitian ini bertujuan untuk menganalisis celebrity endorsement, brand awareness dan brand image Somethinc terhadap purchase decision. Penelitian ini merupakan penelitian kuantitatif dengan tiga variabel bebas yaitu celebrity endorsement, brand awareness dan brand image serta variabel terikat yaitu purchase decision. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah menggunakan kuesioner secara online dengan google form. Teknik sampling yang digunakan adalah purposive sampling terhadap 74 responden konsumen Somethinc di Universitas Kristen Indonesia Fakultas Manajemen. Analisis data menggunakan analisis regresi linier berganda dan uji hipotesis. Hasil analisis regresi linier berganda menunjukkan persamaan Y = 0,186 +0,491 X1 + 0,264 X2 + 0,213 X3 + e dengan koefisien determinasinya adalah 0,588. Hal ini menunjukkan bahwa presentase sumbangan pengaruh variabel bebas sebesar 59% dan sisanya dipengaruhi variabel lain yang tidak dimasukkan dalam penelitian ini. Uji t terhadap variabel celebrity endorsement menghasilkan nilai thitung 4,840 > ttabel 1,994 dan dengan nilai signifikansi 0,000 < 0,050 (0,05) , variabel brand awareness menghasilkan nilai thitung 2,361 > ttabel 1,994 dan dengan nilai signifikansi 0,021 < 0,050 (0,05) dan variabel brand image menghasilkan nilai thitung 2,033 > ttabel 1,994 dan dengan nilai signifikansi 0,046 < 0,05. Uji F menghasilkan nilai Fhitung 35,669 > Ftabel 2,73 dengan nilai signifikansi 0,000 < 0,05, sehingga dapat disimpulkan bahwa variabel celebrity endorsement, brand awareness dan brand image secara parsial maupun simultan berpengaruh terhadap purchase decision. Dari hasil penelitian ini dapat disimpulkan bahwa celebrity endorsement, brand awareness dan brand image dapat meningkatkan purchase decision pada konsumen Somethinc di Universitas Kristen Indonesia Fakultas Manajemen./ In the digital era like today, many people use the internet, it can even be said that almost everyone is familiar with the internet. The internet is widely used starting from the use of information media, supporting facilities for educational activities, entertainment, business, etc. The rapidly growing internet is proven by the number of websites that have sprung up, and digital businesses have become a trend thanks to the development of the internet. At this time many products are sold online, ranging from clothing, food, household appliances, cosmetics, etc. Sales of cosmetics are currently considered quite high considering the current consumer needs have started to take care of themselves so that many beauty products appear. In line with this, companies are encouraged to be able to increase celebrity endorsement, brand awareness and brand image to customers. This study aims to analyze celebrity endorsement, brand awareness and SomeThin's brand image on purchase decisions. This research is a quantitative research with three independent variables, namely celebrity endorsement, brand awareness and brand image and the dependent variable is purchase decision. The data collection technique used in this study was using an online questionnaire with google form. The sampling technique used was purposive sampling of 74 Somethinc consumer respondents at the Indonesian Christian University, Faculty of Management. Data analysis used multiple linear regression analysis and hypothesis testing. The results of multiple linear regression analysis show the equation Y = 0.186 +0.491 X1 + 0.264 X2 + 0.213 X3 + e with the coefficient of determination is 0.588. This shows that the percentage of the independent variable's contribution is 59% and the rest is influenced by other variables not included in this study. The t-test on the celebrity endorsement variable produces a tcount value of 4.840 > ttable 1.994 and with a significance value of 0.000 < 0.050 (0.05), the brand awareness variable produces a t-count value of 2.361 > ttable 1.994 and with a significance value of 0.021 < 0.050 (0.05) and the variable brand image resulted in tcount 2.033 > ttable 1.994 and with a significance value of 0.046 <0.05. The F test resulted in Fcount 35.669 > Ftable 2.73 with a significance value of 0.000 <0.05, so it can be concluded that the celebrity endorsement, brand awareness and brand image variables partially or simultaneously affect the purchase decision. From the results of this study, it can be concluded that celebrity endorsement, brand awareness and brand image can increase purchase decisions for Somethinc consumers at the Indonesian Christian University, Faculty of Management.

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