PENGARUH IKLAN TELEVISI, CELEBRITY ENDORSER DAN PROMOSI DISKON TERHADAP MINAT BELI KONSUMEN DI E-COMMERCE SHOPEE
(Studi pada Remaja di Kel. Kayumanis Jakarta Timur)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
MUHFYANI, EMMA ZAHRA
Subject
Manajemen Pemasaran
Datestamp
2021-03-22 08:54:15
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh iklan televisi, celebrity endorser dan promosi diskon terhadap minat beli konsumen di e-commerce Shopee pada Remaja di Kel. Kayumanis Jakarta Timur. Strategi penelitian ini adalah asosiatif dengan pendekatan kuantitatif, yang dianalisis dengan menggunakan koefisien determinasi dengan bantuan software SPSS 25. Populasi di dalam penelitian ini adalah keseluruhan konsumen Remaja di Kel. Kayumanis Jakarta Timur tahun 2020 sebanyak 7.324 dengan jumlah sampel 100 responden. Teknik pengambilan sampel menggunakan purposive sampling. Teknik pengumpulan data menggunakan kuesioner yang kemudian diuji validitas dan reabilitas. Uji hipotesis menggunakan uji t dan uji F. Berdasarkan hasil dan pembahasan menunjukkan secara parsial terdapat pengaruh yang signifikan iklan televisi terhadap minat beli konsumen sebesar 36,7% ; secara parsial terdapat pengaruh yang signifikan celebrity endorser terhadap minat beli konsumen sebesar 21,3% ; secara parsial terdapat pengaruh yang signifikan promosi diskon terhadap minat beli konsumen sebesar 51,1%. Adapun secara simultan terdapat pengaruh yang signifikan iklan televisi, celebrity endorser dan promosi diskon terhadap minat beli konsumen di e-commerce Shopee sebesar 58,21%. Berdasarkan hasil pengujian hipotesis dengan taraf nyata 5% disimpulkan bahwa secara parsial iklan televisi dan promosi diskon berpengaruh signifikan terhadap minat beli konsuemn sedangkan celebrity endorser tidak berpengaruh signifikan terhadap minat beli konsumen. Hasil pengujian hipotesis secara simultan menyimpulkan iklan televisi, celebrity endorser dan promosi diskon berpengaruh secara signifikan terhadap minat beli konsumen. Kata Kunci: Iklan Televisi, Celebrity Endorser, Promosi Diskon, Minat Beli Konsumen ABSTRACT This research aims to find out the influence of television advertising, celebrity endorser and discount promotion on consumer buying interest in Shopee e-commerce in Teenagers in Kel. Kayumanis East Jakarta. This research strategy is associative with quantitative approach, which is analyzed using coefficient of determination with the help of SPSS 25 software. The population in this study is the overall consumer of Adolescents in Kel. Kayumanis East Jakarta in 2020 as many as 7,324 with a sample of 100 respondents. Sampling techniques using purposive sampling. Data collection techniques using questionnaires are then tested for validity and reliability. Hypothesis test using t test and F test. Based on the results and discussions showed partially there is a significant influence of television advertising on consumer buying interest of 36.7% ; partially there is a significant influence celebrity endorser on consumer buying interest of 21.3% ; partially there is a significant influence of discount promotion on consumer buying interest of 51.1%. Simultaneously there is a significant influence of television advertising, celebrity endorser and discount promotion on consumer buying interest in Shopee e-commerce of 58.21%. Based on the results of hypothesis testing with a real level of 5% concluded that partially television advertising and discount promotions have a significant effect on the buying interest konsuemn while celebrity endorser has no significant effect on consumer buying interest. Hypothetical testing results simultaneously concluded television advertising, celebrity endorsers and discount promotions had a significant effect on consumer buying interests. Keywords: Television Advertising, Celebrity Endorser, Discount Promotion, Consumer Buying Interest.
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh iklan televisi, celebrity endorser dan promosi diskon terhadap minat beli konsumen di e-commerce Shopee pada Remaja di Kel. Kayumanis Jakarta Timur. Strategi penelitian ini adalah asosiatif dengan pendekatan kuantitatif, yang dianalisis dengan menggunakan koefisien determinasi dengan bantuan software SPSS 25. Populasi di dalam penelitian ini adalah keseluruhan konsumen Remaja di Kel. Kayumanis Jakarta Timur tahun 2020 sebanyak 7.324 dengan jumlah sampel 100 responden. Teknik pengambilan sampel menggunakan purposive sampling. Teknik pengumpulan data menggunakan kuesioner yang kemudian diuji validitas dan reabilitas. Uji hipotesis menggunakan uji t dan uji F. Berdasarkan hasil dan pembahasan menunjukkan secara parsial terdapat pengaruh yang signifikan iklan televisi terhadap minat beli konsumen sebesar 36,7% ; secara parsial terdapat pengaruh yang signifikan celebrity endorser terhadap minat beli konsumen sebesar 21,3% ; secara parsial terdapat pengaruh yang signifikan promosi diskon terhadap minat beli konsumen sebesar 51,1%. Adapun secara simultan terdapat pengaruh yang signifikan iklan televisi, celebrity endorser dan promosi diskon terhadap minat beli konsumen di e-commerce Shopee sebesar 58,21%. Berdasarkan hasil pengujian hipotesis dengan taraf nyata 5% disimpulkan bahwa secara parsial iklan televisi dan promosi diskon berpengaruh signifikan terhadap minat beli konsuemn sedangkan celebrity endorser tidak berpengaruh signifikan terhadap minat beli konsumen. Hasil pengujian hipotesis secara simultan menyimpulkan iklan televisi, celebrity endorser dan promosi diskon berpengaruh secara signifikan terhadap minat beli konsumen. Kata Kunci: Iklan Televisi, Celebrity Endorser, Promosi Diskon, Minat Beli Konsumen ABSTRACT This research aims to find out the influence of television advertising, celebrity endorser and discount promotion on consumer buying interest in Shopee e-commerce in Teenagers in Kel. Kayumanis East Jakarta. This research strategy is associative with quantitative approach, which is analyzed using coefficient of determination with the help of SPSS 25 software. The population in this study is the overall consumer of Adolescents in Kel. Kayumanis East Jakarta in 2020 as many as 7,324 with a sample of 100 respondents. Sampling techniques using purposive sampling. Data collection techniques using questionnaires are then tested for validity and reliability. Hypothesis test using t test and F test. Based on the results and discussions showed partially there is a significant influence of television advertising on consumer buying interest of 36.7% ; partially there is a significant influence celebrity endorser on consumer buying interest of 21.3% ; partially there is a significant influence of discount promotion on consumer buying interest of 51.1%. Simultaneously there is a significant influence of television advertising, celebrity endorser and discount promotion on consumer buying interest in Shopee e-commerce of 58.21%. Based on the results of hypothesis testing with a real level of 5% concluded that partially television advertising and discount promotions have a significant effect on the buying interest konsuemn while celebrity endorser has no significant effect on consumer buying interest. Hypothetical testing results simultaneously concluded television advertising, celebrity endorsers and discount promotions had a significant effect on consumer buying interests. Keywords: Television Advertising, Celebrity Endorser, Discount Promotion, Consumer Buying Interest.
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