PENGARUH CELEBRITY ENDORSER ISYANA SARASVATI TERHADAP MINAT BELI PRODUK ORIFLAME (Survei pada Konsumen di Kantor Cabang Yogyakarta)

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.

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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.

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