Pengaruh Penggunaan Endorser Selebriti pada Iklan terhadap Sikap dan Niat Beli Konsumen

Shalikhati, Rr. Amalia, Dr.Sahid Susilo Nugroho M.Sc

2007 | Skripsi | S1 Management

Mengahadapi dunia periklanan yang semakin menantang dan kompetitif ini, para pemasar harus mencari strategi-strategi baru. Berdasarkan Mehta (1994) menyebutkan bahwa keefektifan iklan dapat diukur dengan menggunakan Advertising Response Modelling (ARM) dimana sikap konsumen dalam merespon iklan melalui tahapan perhatian (attention), pemahaman (comprehension), sikap terhadap iklan (attitude to ward ads), sikap terhadap merek (attitude toward brand), dan niat membeli (purchase intention). Penelitihan ini bertujuan untuk menguji pengaruh popularitas selebriti (iklan minuman energi Panther) dalam mempengaruhi sikap dan niat membeli konsumen. Penelitihan ini dilakukan di Yogyakarta. Kuesioner tertutup untuk memperoleh data primer yang di butuhkan. Sebanyak seratus delapanpuluh responden yang menyaksikan iklan minuman energi Panther. Data dianalisis dengan menggunakan Analisis Regresi linear sederhana dan Analisis Linear Berganda. Hasl dari penelitihan ini mengindikasikan bahwa : (1) Sikap tergadap iklan berpengaruh positif terhadap sikap terhadap merek (2) Sikap terhadap iklan dan sikap terhadap merek secara bersama sama berpengaruh positif terhadap niat membeli. Implikasi secara teoritis dan manajerial didiskusikan dalam penelitihan ini. Kata kunci : Sikap terhadap iklan, sikap terhadap merek, niat membeli, Advertising Response Modelling (ARM)

Facing this more and more challenging and competitive marketing world, marketer must look for new strategies. Mehta (1994) stated that the affectivity of advertisement can be measured using Advertising Response Modelling (ARM) in which consumer's attitude in responding an advertisement takes steps as attention, comprehension, attitude toward ads, attitude toward brand, and purchase intention. The reseatch aims at examining impact of celebrity popularity (at advertisment of Panther) in influencing attitude and purchase intention. This research study was held in Yogyakarta. Closed quetioner is used to get the primary data needed. A hundred ang eighty respondent which saw Panther ads. The data anlyzed by using single linier regression analysis and multiple linier regression analysis. Result of this study indicate that: (1) attitude toward ads positevely affecting on attitude toward brand (2) Attitude toward ads and attitude toward brands positevely affecting on purchase intention toward Panther product. Theoretical and managerial implications are discussed in this study. Keyword: Attitude toward ads, atitude toward brand, purchase intention, Advertising Response Modelling (ARM).

Kata Kunci : Endorser Selebriti; Iklan; Sikap KOnsumen; Niat Beli Konsumen