Pengaruh Celebrity Endorser terhadap Perilaku Pembelian Produk Pangan Olahan di Jakarta

Abstract

The development of the number of processed product businesses continues to increase requires business owners to market their products more effectively. One marketing method that is effective at this time is using celebrity endorsers. Celebrity endorsers as owners and advertisers in this study use social media Instagram to market their products. The processed food products published in this study consisted of Ayam Geprek Bensu, Mie Bangcad, Filosofi Kopi, dan Sang Pisang. The purpose of this study is to see the effect of celebrity endorser attributes on the intention and policy of purchasing processed products in Jakarta. Data were analyzed using the Theory of Reasoned Action (TRA) and TRA modification, namely attitudes and subjective norms to become celebrity endorser attributes, namely trustworthiness, expertise, attractiveness, respect, and similarity for consumer relations to processed food products in Jakarta. The basic research method used is descriptive and analytical methods with survey techniques. The location taking method is done purposively and the sample collection uses a purposive sampling method with 70 respondents taking samples. Data collection techniques by collecting and recording with data collection tools, namely online questionnaires using google forms. Data analysis method uses Structural Equation Modeling (SEM) with Partial Least Square (PLS) application using SmartPLS 3.0 software. The results showed that trustworthiness, expertise, attractiveness, and similarity are significantly has positive effect to the intention and consumer purchase intentions significantly increased positively on processed purchase products in Jakarta. The quality offered is not significant to the intention to purchase processed products in Jakarta.