PENGARUH KARAKTERISTIK CELEBRITY ENDORSER DAN PENGETAHUAN KONSUMEN TERHADAP KEPUTUSAN MEMBELI PRODUK KOSMETIKA PEMUTIH KULIT

EVI MAISUSANTI, IJK Sito Meiyanto, Ph.D

2011 | Tesis | S2 Psikologi

Penelitian ini bertujuan untuk mengetahui pengaruh antara karakteristik celebrity endorser , pengetahuan konsumen dan keputusan membeli produk kosmetika pemutih kulit. Subjek penelitian adalah mahasiswi Univeristas Gadjah Mada Yogyakarta yang berjumlah 364 orang. Setiap subjek diberikan tiga skala, yaitu skala karakteristik celebrity endorser, tes pengetahuan konsumen, dan skala keputusan membeli produk kosmetika pemutih kulit. Hasil penelitian menunjukkan ada hubungan yang positif dan sangat signifikan antara karakteristik celebrity endorser, pengetahuan konsumen dan keputusan membeli produk kosmetika pemutih kulit. Karakteristik celebrity endorser dan pengetahuan konsumen memberikan sumbangan efektif sebesar 19% terhadap keputusan membeli produk pemutih kulit.

The objective of this research was to know the effect of celebrity endorser characteristic and consumer knowledge on decision of buying the skin whitening cosmetics product. The population of this research were all student of Gadjah Mada University Yogyakarta. The determination of sample was made by accidental sampling, the number of sample taken by Kretchie & Morgan theory, 364 respondents. The technic of data analysis was multiple regression. The result indicated that celebrity endorser characteristics has positive and significant effect on decision of buying the skin whitening cosmetic product. The result of this research indicated that contribution of celebrity endorser characteristic and consumer knowledge on decision of buying the product was 19% and 81% was effected by another variable.

Kata Kunci : karakteristik celebrity endorser, pengetahuan konsumen, keputusan membeli produk kosmetika pemutih kulit