PERSEPSI TERHADAP CELEBRITY ENDORSER PADA IKLAN KOSMETIK DAN MINAT BELI PADA MAHASISWI
Abstract: This study was aimed
to examine the correlation between perception towards celebrity endorsers in
cosmetic advertisements with
the interest in
purchasing of a
university student. The hypothesis
proposed in this
research was that
there was a
positive correlation between perception towards celebrity endorsers in
cosmetic advertisements with the interest in purchasing of a university
student. Subjects used in this study were 90 female students of Psychology
Faculty, Islamic University of Indonesia. The ages of the Subject are between
18-21 years old. The data collection used two types of scale, namely the scale
of perception towards celebrity endorsers in cosmetic advertisements and the scale
of purchasing interest. Scale of perception towards celebrity endorsers in
cosmetic advertisements was developed
by the researcher
based on aspects
to the celebrity endorsers perception presented by
Belch and Belch (1995), which included the aspects of credibility,
attractiveness, and power. The scale of purchasing interest was developed by the
researcher based on
aspects of purchasing
interest presented by
Krech & Crutchfield,
(Prasitejo, 2005), which included affective (interest), cognitive (belief), and
conative (decision). The results of testing the relationship between perception
towards celebrity endorsers in cosmetic advertisements with interest in
purchasing showd that the perception towards celebrity endorsers in cosmetic
advertisements associated with level interest in purchasing {(r = 0.607 with
p=0.000 (p<0.01)} therefore the hypothesis was accepted). The contribution
of perceptions to the celebrity endorser on cosmetics advertisement to the
interest in purchasing was 36.9%.
Penulis: Isella Loviana, Yapsir
G. Wirawan, Wanadya A.K. Dewi
Kode Jurnal: jppiodd120055
