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"Untuk mencapai kesuksesan dalam diferensiasi produk, perusahaan menghabiskan jutaan dolar setiap tahunnya untuk menandatangani selebriti guna mendukung kontrak dukungan terhadap merek, sebagai sumber efek yang memainkan peran penting dalam komunikasi persuasif. Berdasarkan teori kredibilitas sumber dan teori diferensiasi produk, penelitian ini menguji hubungan kausal antara kredibilitas endorser, sikap merek, kredibilitas merek dan niat pembelian perusahaan yang menerapkan strategi dukungan selebriti. Data penelitian diolah menggunakan PLS-SEM. Hasilnya menunjukkan bahwa ada hubungan positif antara semua konstruksi yang dihipotesiskan. Oleh karena itu, selain memiliki selebriti yang baik untuk mendukung iklan yang berorientasi pada pelanggan, kredibilitas selebriti sama pentingnya dalam meningkatkan sikap merek, kredibilitas merek dan niat membeli.

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To achieve product differentiation, companies spend millions of dollars annually in signing celebrities to endorse their brands rsquo endorsement contracts, as source effects that play an important role in persuasive communications. Based on source credibility theory and product differentiation theory, this study examines the causal relationship between endorser credibility, brand attitude, brand credibility and purchase intention of companies that adopt a celebrity endorsement strategy.

The research data is run by PLS SEM. The results indicate that positive relationships exist between all the hypothesized constructs. Therefore, in addition to having a favorable celebrity to endorse a customer oriented advertisement, the credibility of the celebrity is as important in enhancing brand attitude, brand credibility and purchase intention."

"This research is based on the magnificent impact of celebrity endorser credibility in marketing communication. Nowadays many companies used celebrity endorser for introduce their product to the consumer. Advertiser for company are willing to pay a huge salaries to celebrities who are liked and respected by consumer and who will, it is hoped, favorably influence consumer attitudes and behavior toward the endorsed brands.Bakrie Telecom is one of the companies that used celebrity as an endorser. Researches used Esia as a case study because nowadays not only for consumer goods product who used celebrity but service telecommunication too. So we can see the effectiveness celebrity endorser credibility for this high technology.Company usually uses celebrity as the source of advertising message for any persuasive purposes. The aim of this research is to understand the celebrity roles when becoming endorser for the product he or she advertised, that is related to the brand attitudes. The effect of the celebrity beside to increase the company sales is to put in consumer mind. Even, as an individual maybe for telecommunication beside celebrity we will find out what service that we get if we used the product, but for this research is to proved that celebrity has influence respondent in brand attitudes.This researches is used theory according to Barbara A Lafferty (2002) is said that source credibility endorser does appear to have an effect on attitudes toward the advertisement, also suggest that it has a stronger effect on attitudes toward the brand. Ohanian (1990) celebrity endorser has source credibility such as expertise, trustworthiness, and attractiveness. Brian D Till (2000) the use of celebrity endorser with a product that is consistent with the endorser?s have a greater positive effect on brand attitudes. Three of them have the same for source that according to the celebrity endorser.This research used quantitative approach with survey method with questioners to the students in FISIP UI. Descriptive analysis is used for describe what the endorser answer with celebrity endorser as independent variable and brand attitudes as dependent variable. Multiple regression used to observed celebrity endorser impact to through brand attitudes.The result of this research indicates that celebrity endorser have an impact to brand attitudes. For which one of the credibility celebrity endorser (expertise, trustworthiness, attractiveness) are have impact to brand attitudes for Esia PT Bakrie Telecom on this researches are expertise and attractiveness. The independent variable in this research contribute 62% to brand attitudes. For residue 38% is influenced by the other factors. The suggestion to PT Bakrie Telecom is affectivity of celebrity endorser is the important thing for the marketing communication especially to make consumer have a brand attitudes to their product."

"ABSTRAKPada era network society ini, persaingan ketat dalam dunia bisnis menuntut perusahaan untuk melakukan strategi komunikasi pemasaran yang tepat untuk dapat bersaing di pasar. Iklan adalah strategi komunikasi pemasaran yang paling sering dilakukan oleh perusahaan. Dewasa ini konsumen dihadapkan dengan banyak sekali iklan dari berbagai produk baik itu iklan dari media-media atau secara langsung dikomunikasikan oleh perwakilan dari sebuah produk atau biasa disebut sebagai celebrity endorsement. Celebrity endorsement adalah salah satu alat atau strategi iklan yang sangat efektif dimana penggunaan selebriti dalam iklan mempunyai dampak terhadap ekuitas merek. Tujuan dari penelitian ini adalah untuk melihat hubungan dari faktor kredibilitas celebrity endorsement daya tarik, kepercayaan, dan keahlian terhadap minat pembelian secara langsung dan secara tidak langsung yang termediasi oleh kredibilitas merek. Penelitian ini dilakukan pada merek Mitsubishi dimana hingga saat ini penggunaan celebrity endorsement merupakan strategi yang digunakan oleh Mitsubishi di Indonesia dalam komunikasi pemasarannya. Hasil dari penelitian ini menunjukkan bahwa secara langsung, hanya daya tarik celebrity endorsement yang berpengaruh secara langsung terhadap minat pembelian, sedangkan keperayaan dan keahlian celebrity endorsement berpengaruh secara tidak langsung terhadap minat pembelian konsumen melalui kredibilitas merek. Sehingga dapat disimpulkan bahwa faktor kredibilitas celebrity endorsement daya tarik, kepercayaan, dan keahlian berpengaruh secara signifikan baik secara langsung terhadap minat pembelian dan secara tidak langsung melalui kredibilitas merek.Kata Kunci: celebrity endorsement, brand credibility, purchase intention.

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ABSTRACTIn this era of network society, fierce competition in the business world requires the company to do the right marketing communication strategy to be able to compete in the market. Advertising is the most common marketing communication strategy of a company. Today consumers are faced with a lot of advertising from various products either advertising from media or directly communicated by representatives of a product or commonly referred to as celebrity endorsement. Celebrity endorsement is one of the most effective advertising tools or strategies in which the use of celebrities in advertising has an impact on brand equity. The purpose of this study is to examine the relationship of the source credibility of celebrity endorsement attractiveness, trustworthiness, and expertise towards purchase intention directly and indirectly mediated by brand credibility. This research was conducted on Mitsubishi brand which until now the use of celebrity endorsement is a strategy used by Mitsubishi in Indonesia in their marketing communication. The results of this study show that directly, only the attractiveness of celebrity endorsement that directly affects to purchase intention, while the trustworthiness and expertise of celebrity endorsement indirectly affect purchase intention through brand credibility. So it can be concluded that the source credibility of celebrity endorsement attractiveness, trustworthiness, expertise significantly influence both directly to purchase intention and indirectly through the brand credibility.Keywords celebrity endorsement, brand credibility, purchase intention "

"[Tujuan dari penelitian ini adalah menganalisis pengaruh kredibilitas endorser selebriti terhadap minat beli konsumen studi pada iklan shampo L rsquo Oreal versi Dian Sastro Penelitian ini menggunakan pendekatan kuantitatif Sampel dalam penelitian ini adalah 100 wanita karir berusia 21 ndash 55 tahun yang bekerja di Jakarta dengan menggunakan metode non probability sampling serta teknik purposive Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan linear regression Hasil penelitian ini menunjukkan bahwa kredibilitas endorser selebriti memiliki pengaruh positif yang signifikan terhadap minat beli konsumen Kredibilitas endorser selebriti mempengaruhi minat beli konsumen sebesar 35 3 dan sisanya sebesar 64 7 dipengaruhi oleh faktor lain ;The aim of this study is to analyze the effects of celebrity endorser credibility on consumer rsquo s purchase intention study on L rsquo Oreal shampoo advertisement Dian Sastro rsquo s version This study uses a quantitative approach The sample in this study were 100 working women aged 21 55 years who worked in Jakarta using non probability sampling and purposive technique The instrument of this study using a questionnaire and analyzed by using linear regression The results of this study indicate that the credibility of the celebrity endorser has a significant positive effect toward consumer purchase intention Celebrity endorser credibility effect consumer purchase intention equal to 35 3 and the residue equal to 64 7 influenced by other factors , The aim of this study is to analyze the effects of celebrity endorser credibility on consumer rsquo s purchase intention study on L rsquo Oreal shampoo advertisement Dian Sastro rsquo s version This study uses a quantitative approach The sample in this study were 100 working women aged 21 55 years who worked in Jakarta using non probability sampling and purposive technique The instrument of this study using a questionnaire and analyzed by using linear regression The results of this study indicate that the credibility of the celebrity endorser has a significant positive effect toward consumer purchase intention Celebrity endorser credibility effect consumer purchase intention equal to 35 3 and the residue equal to 64 7 influenced by other factors ]"

"ABSTRAKMagister Sains Psikologi Industri dan OrganisasiJudul : Pengaruh Beauty Vlog Terhadap Persepsi Akan Kredibilitas Narasumber dan Niat Beli Konsumen Penelitian ini bertujuan untuk mengetahui pengaruh beauty vlog dan iklan tradisional sebagai sumber informasi pada platform digital terhadap niat beli konsumen melalui persepsi konsumen akan kredibilitas dan keahlian sumber sebagai mediator, serta pengalaman menggunakan produk sebagai moderator. Eksperimen dilakukan dengan memberi partisipan n=98 paparan terhadap klip beauty vlog dan iklan tradisional sebagai sumber informasi yang terdapat di platform YouTube. Produk lip cream Wardah digunakan sebagai produk dalam eksperimen. Hasil penelitian menunjukkan sumber informasi tidak memiliki pengaruh terhadap niat beli maupun persepsi konsumen terhadapkredibilitas dan keahlian sumber informasi. Namun, terdapat interaksi antara sumber informasi dan pengalaman individu sebelumnya dengan produk dalam mempengaruhi niat beli. Secara spesifik, dibandingkan iklan tradisional, beauty vlog memiliki pengaruh positif terhadap niat beli individu yang sudah pernah menggunakan produk lip cream Wardah sebelumnya.

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ABSTRACTMaster of Science in Industrial and Organizational PsychologyTopic Topic Pengaruh Beauty Vlog Terhadap Persepsi Akan Kredibilitas Narasumber dan Niat Beli Konsumen This study examined the influence of beauty vlog and traditional advertising as the source of information on the digital platform on consumers rsquo purchase intention through consumers rsquo perceptions of credibility and source expertise as a mediator, and experience using the product as a moderator. An experiment n 98 was conducted by showing participants YouTube beauty vlog clip and traditional advertising of an Indonesian cosmetic product as a source of information. The results showed that source of information had no effect on purchasing intention nor consumer perception of the credibility and expertise of the information sources. However, an interaction between the information source and consumers rsquo previous experience in experience with the product in influencing the purchase intention. Specifically, compared to traditional advertising, beauty vlog had a positive effect on consumers rsquo intention to purchase among individuals who had previous experience inly used Wardah lip cream products. "

"ABSTRACTKepercayaan terhadap pesan iklan kini telah tergeser oleh tingginya kepercayaan pada pesan yang dari word of mouth. Penelitian ini menganalisis bagaimana word of mouth mempengaruhi tahapan proses pengambilan keputusan pada konteks layanan streaming musik Spotify, di mana word of mouth pada penelitian ini ditinjau melalui aspek pendorongnya yang berasal dari karakteristik brand. Penelitian kuantitatif ini menggunakan kuesioner online yang diambil menggunakan teknik convenience sampling pada generasi millennials di Jabodetabek. Pengujian dilakukan dengan uji analisis faktor dan regresi yang memiliki hasil bahwa terdapat pengaruh yang signifikan antara word of mouth terhadap tahapan proses pengambilan keputusan. Ditemukan bahwa word of mouth terdiri dari faktor rasional dan emosional sedangkan proses pengambilan keputusan yang terjadi adalah tahap pencarian informasi dan pemenuhan kebutuhan.

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ABSTRACTA person rsquo s trust on the messages delivered by advertising nowadays has been replaced by word of mouth. This research focuses on analyzing the influence of a person rsquo s decision making process on using Spotify, a music streaming service, through word of mouth that is derived from its brand characteristics drivers. This quantitative research uses online questionnaires targeting the millennials generation in Jabodetabek region by using convenience sampling technique. The analysis that is conducted by using factor analysis and regression test finds that the influence of word of mouth towards the steps of consumer decision making process is significant. It was found that word of mouth is composed of rational and emotional factors while decision making process that occurs is the information search and needs fulfillment."