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Regina Jokom
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Decision Sciences, Operations Research & Management Health Professions

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PENGARUH KARAKTERISTIK SELEBRITI ENDORSER TERHADAP MINAT BELI HOTEL MELALUI KESADARAN MEREK SEBAGAI VARIABEL INTERVENING DI INSTAGRAM Nadya Valentina Sampurno; Christy Pratiwi Ciakrawinata; Regina Jokom
Jurnal Hospitality dan Manajemen Jasa Vol 7, No 1 (2019): Jurnal Hospitality dan Manajemen Jasa
Publisher : Jurnal Hospitality dan Manajemen Jasa

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Abstract

Abstrak: Tujuan dari penelitian ini adalah untuk mengetahui pengaruh karakteristik selebriti endorser di Instagram terhadap minat beli dan kesadaran merek hotel. Karakteristik yang dimiliki oleh selebriti endorser yakni Visibility, Credibility, Attraction, dan Power. Karakteristik tersebut merupakan faktor yang mendorong minat beli dan kesadaran merek terhadap sebuah hotel. Penelitian ini melibatkan sebanyak 304 responden dan menggunakan Partial Least Square sebagai teknik analisis data. Hasil penelitian menunjukkan bahwa selebriti endorser memiliki pengaruh yang positif dan signifikan terhadap minat beli dan kesadaran merek hotel.Kata Kunci: Karakteristik Selebriti Endorser, Minat Beli, dan Kesadaran MerekAbstract:The purpose of this research was to study the impact of celebrity endorser characteristics on Instagram on purchase intention and brand awareness of a hotel. The characteristics of celebrity endorser are Visibility, Credibility, Attraction, and Strength. These characteristics are the factors that encourage purchase intention and brand awareness of a hotel. This study involved 304 respondents and used Partial Least Square as a data analysis technique. The results show that celebrity endorsers have a positive and significant impact on purchase intention and brand awareness of hotel.Keywords: Celebrity Endorser Characteristic, Purchase Intention, and Brand Awareness
Co-Authors Christy Pratiwi Ciakrawinata Nadya Valentina Sampurno