THE EFFECT OF CELEBRITY ENDORSER ON BRAND AWARENESS AND IT’S IMPACT ON PURCHASE DECISION (Study on Undergraduate Student User of Oppo Smartphone in Malang City). - Laras Ayu Wijayaningrum; Andriani Kusumawati; Inggang Perwangsa Nuralam (Fakultas Ilmu Administrasi Universitas Brawijaya, 2018)
Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Celebrity Endorser terhadap Brand Awareness, (2) menjelaskan pengaruh Celebrity Endorser terhadap Purchase Decision, (3) menjelaskan pengaruh Brand Awareness terhadap Purchase Decision. Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Celebrity Endorser, Brand Awareness dan Purchase Decision. Kriteria populasi dalam penelitian ini adalah konsumen yang berstatus sebagai mahasiswa aktif S1 dengan usia minimal 18 tahun-22 tahun, pernah melihat iklan dari Oppo Smartphone, dan telah melakukan pembelian salah satu produk Oppo Smatphone. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara online kepada 116 responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur. Hasil penelitian menunjukkan bahwa 1) Celebrity Endorser berpengaruh secara signifikan terhadap Brand Awareness, (2)Celebrity Endorser secara signifikan terhadap Purchase Decision, (3)Brand Awareness secara signifikan terhadap Purchase Decision. Ketiga diantaranya yakni, pengaruh hubungan antara Celebrity Endorser terhadap Brand Awareness dengan pengaruh sebesar 0.570. Pengaruh Brand Awareness terhadap Purchase Decision sebesar 0.255. Sedangkan pengaruh Celebrity Endorser terhadap Purchase Decision terdapat pengaruh secara langsung sebesar 0.577 Kаtа Kunci: Celebrity Endorser, Brand Awareness, Purchase Decision, dan Smartphone ABSTRACT This research aimed to (1)explain the influence of Celebrity Endorser on Brand Awareness, (2)explaining the influence of Celebrity Endorser on Purchase Decision, (3)explaining the influence of Brand Awareness on Purchase Decision. The type of this research is explanatory research with quantitative approach. The variables of the research are Celebrity Endorser, Brand Awareness dan Purchase Decision. The criteria of population in this research are (1)Undergraduate Student User of Oppo Consumer with 18-22 years old as the minimum of age, (2)Have bee seen Oppo Advertisement that use Celebrity Endorser, and (3)Had purchased Oppo Product. The sampling technique for this research was using purposive sampling and the data collection method by distribution online questionnaire to 116 respondents according to population criteria. Data analysis used descriptive analysis and path analysis.The results showed (1)Celebrity Endorser has significant influence onBrand Awareness, (2)Celebrity Endorser has significant influence on Purchase Decision, (3)Brand Awareness has significant influenceonPurchase Decision. Which is, the influence of the relationship between Celebrity Endorser to Brand Awareness with total influence of 0.570. The effect of Brand Awareness on Purchase Decisions is 0.255. While there is direct effect of Celebrity Endorser on Purchase Decision of 0.577 Kеywords: Celebrity Endorser, Brand Awareness, Purchase Decision and Smartphone