PENGARUH CELEBRITY ENDORSER IKLAN HONDA BEAT ESP DAN HONDA BEAT POP ESP VERSI JKT48 TERHADAP MINAT BELI (SURVEY PADA WARGA RUSUNAWA COKRODIRJAN YOGYAKARTA)

MOHAMMAD NOUVAL, NIM. 08730004 (2016) PENGARUH CELEBRITY ENDORSER IKLAN HONDA BEAT ESP DAN HONDA BEAT POP ESP VERSI JKT48 TERHADAP MINAT BELI (SURVEY PADA WARGA RUSUNAWA COKRODIRJAN YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The fast growing of advertising industry ignites binding rivalry between companies in selling their products. Provider company such as Honda Astra is one of those companies which continuosly competes to achieve maximum sales. One of efforts to achieve this goal is by showing celebrity to endorse the promotion of the product, in order to get targeted buyer.This quantitative research examines the influence of celebrity in Honda Beat ESP and Honda Beat POP ESP advertisement, JKT48 version, as the free variable. The bonding variable is the interest to buy from Rusunawa Cokrodirjan Yogyakarta students. This research applies VisCAP theory, which is important concept in defining celebrity figure. Through the description and interpretation towards the result of the research, as well as the extrapolation towards the hypothesis test, this research reveals that there is positive influence of the showing of celebrity in Honda Beat ESP and Honda Beat POP ESP advertisement JKT48 version to interest to buy Honda Beat ESP and Honda Beat POP ESP product. This positive influence is shown by the result number from T test, researcher knows that thitung = 7,179 with the significant value 0,000 0,05. This study is the result of the influence of Celebrity Endorser towards citizens’ buying interest at Rusunawa Cokrodirjan Yogyakarta is 0,750 which is indicating that the relationship between these two variables is strong. The result of simple linear regression testing shows that r square value is 0,567 which means that Celebrity Endorser is able to explain about the contribution’s effect of citizens’ buying interest at Rusunawa Cokrodirjan Yogyakarta is 56,7% and the remaining 43,3% is influenced bt the other factors.

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