Pengaruh Kredibilitas dan Daya Tarik Endorser Lokal dan Asing Dalam Iklan Kosmetik Terhadap Persepsi dan Keputusan Pembelian Konsumen

• Main Authors: , Mu'min Gozali, , Prof. Dr. Achmad Fudholi, DEA., Apt.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2011
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/39060/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=50013
• Institution: Universitas Gadjah Mada

Developments in the flow of information and technology have caused consumers to be increasingly selective in their choice of products. This fact has stimulated companies to be more sensitive to consumer demand. Advertising is one of the promotional activities used as a medium for conveying a message to shape consumers� attitudes. In order to attract consumers� interest, a company should be creative in advertising. One form of creativity is the use of endorsers. At present, many companies advertise by using not only local endorsers but also foreign ones. This research was conducted to measure the influence of local and foreign endorsers� credibility and attractiveness on consumer perceptions and purchase decisions, and to look into the difference between the use of local endorsers and the use of foreign endorsers in their influence on consumer perceptions and purchase decisions. This was an experimental research carried out in two phases, i.e. exploratory analysis and confirmatory analysis using a cross-sectional approach. The research instruments employed were samples of advertisements and questionnaires. The research subjects comprised 130 respondents each for local and foreign endorsers. The data were analyzed using simple regression and an independent t-test with SPSS 11.5 for windows. The research results showed that the ability of local endorsers� credibility and attractiveness to predict the consumer perceptions variable was 16.4%, their ability to predict consumer purchase decisions was 11.3%. The ability of foreign endorsers� credibility and attractiveness to predict the consumer perceptions variable was 30.1%, and their ability predict consumer purchase decisions was 37.4%. After a comparison was made using an independent sample t-test, it was found that consumer perceptions of advertisements with local endorsers were lower than consumer perceptions of advertisements with foreign endorsers, and consumer purchase decisions on products advertised with local endorsers were fewer than consumer purchase decisions on products advertised with foreign endorsers.