PENGARUH PENGGUNAAN CELEBRITY ENDORSE TERHADAP MINAT BELI PRODUK KECANTIKAN FOCALLURE (Survey pada viewer dalam Video Youtube Tasya Farasya)

Aryono Wibowo, NIM.: 13730084 (2020) PENGARUH PENGGUNAAN CELEBRITY ENDORSE TERHADAP MINAT BELI PRODUK KECANTIKAN FOCALLURE (Survey pada viewer dalam Video Youtube Tasya Farasya). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The development of the community's need for a product in this modern era is always evolving following the needs and availability of products in the market. The era of digital technology demanding large and small scale businesses to be able to adapt in adjusting their market position, marketing strategy as one of the beginning for a business to run must be able to choose a growing marketing strategy. It is encouraging market players to think creatively in marketing their products. One product marketing that must be considered is making an advertisements. Focallure as a cosmetic product that has just entered the market is able to adjust the marketing strategy for its products, by selecting celebrity endorsements through beauty vloggers. In this research, the data source used was a questionnaire supported by other data sources. and Then the data obtained were analyzed for their credibility and validity to be able for conclusion accurate in data analysis. Then each variable X and Y is correlated one by one to determine the conclusion from the results of the respondent's answer. This study aims to determine the Trustworthiness (X1) Expertise (X2), Attraction (X3) Respect (X4) and Similarity (X5) owned by Celebrity Endorse on the buying interest of YouTube Channel viewers. In this study, from 70 respondents, the selected respondents were actually respondents who had watched the Tasya Farasya X Focallure Youtube Channel. Then performed an analysis of the data in the form of quantitative analysis which includes the validity test, T test reliability test, F test to prove the hypothesis and correlation analysis test to know the effect between Variables X and Variable Y. It can be concluded that the variable used is Trustworthiness (X1 ) Expertise (X2), Attraction (X3) Respect (X4) and Similarity (X5) are able to influence viewers' buying interest.

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