%A 1311011175 YUNITA FELANI 
%T PENGARUH DIMENSI CELEBRITY ENDORSER TERHADAP KEPUTUSAN
PEMBELIAN PRODUK PEMBERSIH WAJAH MEREK GARNIER LIGHT
COMPLETE SUPER FOAM
(Studi pada Konsumen di Kota Bandar Lampung)
%X Penelitian ini bertujuan untuk menjelaskan pengaruh dimensi celebrity
endorser yakni trustworthiness, expertise, attractiveness, respect, similarity
terhadap keputusan pembelian konsumen. Metode yang digunakan penelitian ini
adalah metode analisis deskriptif verifikatif. Pretest menggunakan validitas
dengan teknik analisis faktor Kaiser-Mayer-Olkin Measure of Sampling Adequacy
(KMO MSA) dan reabilitas menggunakan koefisien Croanbach?s Alpa.
Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 100 responden
berdasarkan teknik non probability sampling dengan metode purposive sampling
dan beberapa kriteria. Analisis data menggunakan regresi linier berganda dengan
bantuan SPSS 22.0.
Hasil analisis menunjukkan secara keseluruhan dimensi variabel celebrity
endorser yakni trustworthiness, expertise, attractiveness, respect, similarity
berperan dalam variabel pengambilan keputusan pembelian sebesar 65% sisanya
dipengaruhi variabel lain yang tidak diteliti. Berdasarkan hasil standardized
coefficients beta nilai pengaruh terbesar pada variable daya tarik.
Kata kunci : celebrity endorsement, trustworthiness, expertise, attractiveness,
respect, similarity, keputusan pembelian


This research aims to describe the influence of celebrity endorser
dimensions: trustworthiness, expertise, attractiveness, respect, and similarity on
customers purchase decisions. The method used in this research were done
through descriptive and verificative analysis. The pretest was done using the
validity factor analysis of Kaiser-Mayer-Olkin Measure of Sampling Adequacy
(KMO MSA) and the reability was calculated using Croanbach?s Alpha
coefficient.The data collection technique was done by distributing questionnaires
to 100 respondents selected with non probability sampling technique and
purposive sampling method with some predefined criteria. The data analysis was
used multiple linear regression analysis with help SPSS 22.0.
The results of the calculated analysis showed that the dimensions of the
celebrity endorser variables consisting of trustworthiness, expertise,
attractiveness, respect and similarity play an important role in customers
purchase decisions variable by 65% and the rest was influenced by other
unspecified variables. Based on the result of the standardized beta coefficients,
the value with the biggest influence was the variable of attractiveness.
Keywords: celebrity endorsement, trustworthiness, expertise, attractiveness,
respect, similarity, purchase decisions
%C UNIVERSITAS LAMPUNG
%D 2018
%I FAKULTAS EKONOMI DAN BISNIS
%L eprints31025