Analisis Pengaruh Celebrity Spokepersons Perceived Image terhdap Minat Beli Konsumen Potensial Produk Sabun Lux
PURWONO, ARIEF AJI (pembimbing: Sahid Susilo Nugroho, Dr., M.Sc.), Sahid Susilo Nugroho, Dr., M.Sc.
Proses untuk mengenalkan sebuah produk kepada publik sangat efektif dilakukan melalui iklan. Penggunaan selebritis sebagai spokesperson untuk perusahaan terus berlangsung dan menjadi metode iklan yang populer. PT Unilever Indonesia Tbk meluncurkan produkterbaru dari Sabun dengan nama Sabun Lux dengan menggunakan Luna Maya sebagai Spokesperson. Penelitian ini mencoba menganalisis tentang pengaruh dari kredibilitas pembawa iklan (Celebrity Spokespersons Perceived Image) yang terdiri dari Attractiveness, Trusworthines dan Expertise secara simultan dan parsial terhadap Minat Beli potensial pada produk Sabun Lux.
Analisa dilakukan dengan menggunakan regresi linear berganda Uji t dan Uji F dibantu software SPSS 12. Sedangkan sampel yang digunakan adalah 250 orang mahasiswi UGM yang menjadi konsumen potensial produk Sabun Lux dan pernah menyaksikan iklan produk tersebut. Metode pengambilan sampel yang digunakan adalah non-probability sampling.
Hasil penelitian ini menunjukan 1) Bahwa Celebrity Spokespersons Perceived Image diuji dengan Uji t regresi linear berganda uji secara parsial menunjukan semua variabel independen (Attractiveness, Trusworthines, dan Expertise) pengaruhnya signifikan terhadap Y (Minat Beli). 2) Bahwa Celebrity Spokespersons Perceived Image diuji secara simultan ada pengaruh yang signifikan dari Attractiveness, Trusworthines, dan Expertise terhadap minat beli konsumen potensial pada produk Sabun Lux. 3) X1 (Attractiveness) paling dominan berpengaruh terhadap Y (Minat Beli) karena memilki koeifisiensi yang paling besar diantara koefisiens variabel independen lainnya.
A very effective process to introduce a product to public was through advertisement. The use of celebrities as company spokesperson was continuously to be popular advertising method. PT. Unilever Indonesia Tbk launched its newest product of Lux soap using Luna Maya as spokesperson. The study tried to analyze
the impact of the credibility of celebrity spokesperson perceived image, consisting of attractiveness and expertise simultaneously and partially, on potential buying interest of the product.
The analysis was made using t-test and F-test multiple linear regression with software SPSS 12, while the samples were 250 students of Gadjah Mada University representing the potential consumers of the Lux soap and have seen the advertisement of the product. They were sampled out using non-probability sampling technique.
The results of the study showed that 1) the celebrity spokespersons perceived image that was partially tested using t-test multiple linear regression and the test gave significant impact of all of the independent variables (attractiveness, trustworthiness, and expertise) on Y (the buying interest). The spokesperson perceived image was simultaneously tested and the results showed that there was a significant impact of the attractiveness, the trustworthiness and the expertise on the buying interest of the potential consumers of the Lux soap, and 3) X1 (attractiveness) had the most dominant impact on Y (the buying interest) because it had the highest coefficient among the coefficients of other independent variables.
Kata Kunci : Celebrity Spokespersons Perceived Image, Marketing, Attractiveness, Trusworthines, Expertise, Minat Beli konsumen, the buying interest
