eprintid: 44029
rev_number: 18
eprint_status: archive
userid: 12243
dir: disk0/00/04/40/29
datestamp: 2021-09-08 04:12:21
lastmod: 2021-09-08 04:12:21
status_changed: 2021-09-08 04:12:21
type: thesis
metadata_visibility: show
contact_email: muchti.nurhidaya@uin-suka.ac.id
creators_name: Hafida Widya Farisi, NIM.: 13730086
title: PENGARUH CELEBRITY ENDORSER ISYANA SARASVATI TERHADAP MINAT BELI PRODUK ORIFLAME
(Survei pada Konsumen di Kantor Cabang Yogyakarta)
ispublished: pub
subjects: kom_sos
subjects: ms
divisions: jur_ikom
full_text_status: restricted
keywords: Celebrity endorser; minat beli; instagram, TEARS
note: Pembimbing: Drs. Bono Setyo, M.Si
abstract: Human always wants to be more beautiful. This demand creates an industrial opportunity that could last longer, although it is engaged by the crisis. This is – the beauty or cosmetic industry. This industry gets brighter day by day. One corporation that has brighter existence is Oriflame. The promoted marketing strategy of Oriflame is an accurate celebrity endorser. Oriflame chooses a popular and eligible exemplary of youths in the present day. She is Isyana Saraswati as the celebrity endorser. Using this celebrity endorser is expected to attract customers' attention and influence their purchasing interest toward a product. An endorser should have specific attributes entailing her.
This research is based on a research problem whether celebrity endorser influences Oriflame consumers in Yogyakarta or not. This research aims to determine the influences of celebrity endorsers toward Oriflame products through Isyana's Saraswati Instagram on Oriflame's customers in Yogyakarta. This research applies quantitative approach research by using the survey as the data collection. The X variable is celebrity endorser. It is the independent variable while the Y variable, the dependent variable, is buying interest.
Through simple linear regression analysis, celebrity endorser influenced the customers' buying interests in Yogyakarta. The result obtained a sig score 0.000 < 0.05, Y = 9.01+0.799X1. Thus, the X variable partially influenced Y. Each variable's average result was celebrity endorser with a percentage of 51.4%, extremely agreed, and the purchasing decision with a percentage of 55.3%, extremely agreed. It means celebrity endorser of Isyana Saraswati influenced the Oriflame customers' purchasing interest.
date: 2020-12-18
date_type: published
pages: 135
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU SOSIAL DAN HUMANIORA
thesis_type: skripsi
thesis_name: other
citation:   Hafida Widya Farisi, NIM.: 13730086  (2020) PENGARUH CELEBRITY ENDORSER ISYANA SARASVATI TERHADAP MINAT BELI PRODUK ORIFLAME (Survei pada Konsumen di Kantor Cabang Yogyakarta).  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/44029/1/13730086_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/44029/2/13730086_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf