ANALYZING THE RELATIONSHIP BETWEEN ATTRACTIVENESS, TRUSTWORTHINESS AND EXPERTISE ON CELEBRITY ENDORSER AND CORPORATE CREDIBILITY TOWARDS CONSUMER REACTION OF PURCHASE INTENTION

MEIKAWATI, Asri, Basu Swastha Dharmmesta, Prof., Dr., MBA.

2008 | Tesis | Magister Manajemen

Studi ini bertujuan mempelajari variabel bebas (kredibilitas selebriti— attractiveness, trustworthiness dan expertise dan kredibilitas perusahaan) yang diprediksikan mempunyai hubungan positif terhadap keinginan membeli konsumen. Merek yang digunakan dalam penelitian ini adalah produk simcard Simpati dari Telkomsel yang menampilkan Indra Bekti sebagai bintang iklan di televise. Test pendahuluan dilakukan di Yogyakarta, dengan hasil semua dimensi kredibilitas selebriti (attractiveness, trustworthiness dan expertise, kredibilitas perusahaan dan keinginan membeli konsumen adalah valid dan reliabel, sehingga analisis dapat dilanjutkan dengan menggunakan sampel besar. Data dikumpulkan melalui kuesioner yang dibagikan kepada 200 responden yang tinggal di Yogyakarta. yang berusia 17-55 tahun dan tidak menggunakan produck simcard Simpati dari Telkomsel sebagai sarana komunikasi. Pemilihan sampel dalam penelitian ini menggunakan metode purposive sampling. Dengan menggunakan analisis regresi bertingkat, hasil dari penelitian ini adalah hanya dua dimensi—kredibilitas selebrity: attractiveness dan kredibilitas perusahaan yang mempunyai hubungan positif terhadap keinginan membeli konsumen. Sementara itu, dua dimensi personalitas merek yang lain—kredibilitas selebriti: trustworthiness dan expertise tidak mempunyai hubungan positif terhadap keinginan membeli konsumen pada produk simcard Simpati dari Telkomsel yang menampilkan Indra Bekti sebagai bintang iklan di televise. Kata kunci: kredibilitas .selebriti, attractiveness, trustworthiness, expertise, kredibilitas perusahaan, keinginan membeli

This paper emphasizes on examining independent variables (celebrity credibility of attractiveness, trustworthiness and expertise and corporate credibility) predicted to have positive relationship towards the consumers' purchase intention. The product used in this research is Simpati simcard from Telkomsel advertised in television with Indra Bekti as the celebrity endorser. Pre test conducted in Yogyakarta found that all dimensions of celebrity credibility (attractiveness, trustworthiness and expertise), corporate credibility and purchase intention were valid and reliable, so further analysis could be conducted. Data was collected using questionnaire to 200 respondents living in Yogyakarta. The samples in this research were the people in the range 17 to 55 years old who do not use Simpati from Telkomsel as their telecommunication provider. Purposive sampling design was used in this research. Using multiple regression analysis, this research found that only two dimensions of attractiveness and corporate credibility had positive relationship towards purchase intention of Simpati simcard from Telkomsel that advertised by Indra Bekti on television. While, the other two dimensions—trustworthiness and expertise did not have positive relationship towards purchase intention of Simpati simcard from Telkom.sel advertised by Indra Bekti on television. Keywords: celebrity credibility, attractiveness, trustworthiness, expertise, corporate credibility, purchase intention

Kata Kunci : celebrity credibility, attractiveness, trustworthiness, expertise, corporate credibility, purchase intention