PENGARUH CELEBRITY ENDORSER IQBAAL RAMADHAN TERHADAP MINAT BELI APLIKASI RUANG GURU (Survey pada Siswa kelas XII di SMA Negeri 1 Cipari Cilacap)

Khawa Uswatun Khasanah, NIM.: 13730023 (2020) PENGARUH CELEBRITY ENDORSER IQBAAL RAMADHAN TERHADAP MINAT BELI APLIKASI RUANG GURU (Survey pada Siswa kelas XII di SMA Negeri 1 Cipari Cilacap). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The use of an artist in an advertisement to promote a product. This strategy is carried out by the Ruang Guru to hook Iqbaal Ramadhan as a celebrity endorser of Ruang Guru products. The use of celebrity endors is what makes researchers analyze the influence of Iqbaal Ramadhan as celebrity endors on buying interest in the Ruang Guru application. There is an effect of using Iqbaal Ramadhan as a celebrity endorser. The research hypothesis is carried out using 60 samples at SMA Negeri 1 Cipari Cilacap. then tested the validity and reliability test. The use of SPSS 22 is needed to test the assumptions to determine the effect of celebrity endorser Iqbaal Ramadhan on the buying interest in the Ruang Guru application. Of the 60 respondents, there are 13.3% of respondents who are categorized as high on the influence of Iqbaal Ramadhan as a celebrity endorser in the Ruang Guru application because respondents think that Iqbaal Ramadhan has the expertise and insight into the advertised products. For the category of being or still in doubt 75% because respondents still want to increase the level of confidence in the quality of the Ruang Guru application product. And respondents who disagreed with the low category were 11.7% because respondents felt they did not need to use celebrity endorsers in the Ruang Guru application advertisements. The research hypothesis of the F test count is 33.568, this means that 33.568> 1.671 because F count is greater than F table, then Ho is rejected and Ha is accepted, meaning that there is an effect of celebrity endorser Iqbaal Ramadhan on the positive interest in buying the Ruang Guru application. In the simple regression test, the constant value is 2.934 and the increase in each use of celebrity endorser Iqbaal Ramadhan is one unit, so the buying interest will increase by 0.515 pieces.

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