ABSTRAK
Penelitian ini bertujuan untuk menguji pengaruh endorser credibility pada intention to buy the brand yang dimediasi oleh attitude toward brand ke konsumen susu yogurt yang telah melihat Iklan Cimory dengan selebriti endorsernya JKT48. Teknik pengambilan sampel menggunakan metode purposing sampling dengan melibatkan 250 responden. Pengujian validitas, reliabilitas, dan normalitas dilakukan dengan menggunakan aplikasi Statistic Package for the Social Science (SPSS). Analisis dalam penelitian ini diolah dengan menggunakan Baron and Kenny. Pengukuran mediasi menggunakan Sobel test.
Endorser credibility terdiri dari tiga dimensi yaitu attractiveness, expertise, dan trustworthiness. Intention to buy the brand terdiri dari 3 indikator. Sedangkan attitude toward brand terdiri dari enam indikator. Hasil penelitian menunjukkan, endorser credibility berpengaruh pada attitude toward brand, attitude toward brand berpengaruh pada intention to buy the brand, endorser credibility berpengaruh pada intention to buy the brand, dan attitude toward brand yang memediasi pengaruh endorser credibility pada intention to buy the brand. Terdapat dua keterbatasan dalam penelitian ini. Pertama, variabel yang digunakan hanyalah variabel endorser celebrity, sehingga tidak dapat membandingkan dengan variabel endorser non celebrity. Kedua, fokus obyek amatan dalam studi ini adalah susu yogurt Cimory sebagai produk minuman yogurt yang digemari remaja. Jika diterapkan dalam konteks yang berbeda, diperlukan kecermatan dalam mengamati faktor eksternal yang muncul.
Kata kunci : Endoser Credibility, Intention to buy the brand, Attitude toward brand.
ABSTRACT
This study aimed to examine the effect of endorser credibility of the intention to buy the brand which mediated by the attitude toward brand for yogurt milk consumers who already seen cimory advertising with JKT48 as a celebrities endorser. The sampling technique using purposing sampling method by involving 250 respondents. Testing the validity, reliability, and normality are done by using application Statistical Package for the Social Science (SPSS). Analysis for this study is using Baron and Kenny method. Mediation measurements is using Sobel test.
Endorser credibility consists of three dimensions, which are attractiveness, expertise, and trustworthiness. Intention to buy the brand consists of three indicators. While attitude toward brand consists of six indicators. This research shows, endorser credibility affect the attitude toward brand, attitude toward brand affect the intention to buy the brand, endorser credibility affect the intention to buy the brand, and attitude toward brand which mediate the influence of endorser credibility toward intention to buy the brand. There are two limitations in this study. First, only used celebrity endorser variable, so can not compare two variables such as non-celebrity endorser variable. Second, the observed object in this study is cimory yogurt milk as a popular yogurt drink product for teenager. If applied in a different context, the precision is required for observing external factors that appear.
Key words : Endorser Credibility, Intention to buy the brand, Attitude toward brand