vi
ABSTRAK
Feby Darmayanthi. 210110090325. 2014.
“Pengaruh
Celebrity Endorser
dalam Iklan Televisi terhadap Keputusan Pembelian K
onsumen”. Dibawah
bimbingan Mohd. Hussein Nawawi, Drs., M.I.Kom., sebagai pembimbing utama,
dan Slamet Mulyana, Drs., M.I.Kom., sebagai pembimbing pendamping. Prodi
Ilmu Manajemen Komunikasi, Fakultas Ilmu Komunikasi, Universitas
Padjadjaran.
Penelitian ini bertujuan untuk mengetahui pengaruh antara Marshanda
sebagai
celebriy endorser
dalam iklan televisi Wardah dan faktor pribadi, sosial,
dan psikologis secara simultan terhadap keputusan pembelian di kalangan Forum
Hijabers Bogor yang berjumlah 115 orang. Teori yang diuji adalah Teori
Kredibilitas Sumber (
Source Credibility Theory
) Metode yang digunakan adalah
metode analisis jalur dalam bentuk perhitungan rumus
Pearson Product Momen
.
Sampel penelitian ini diambil dengan menggunakan teknik penarikan sampel acak
sederhana dengan ukuran sampel 89 responden.
Hasil penelitian ini menunjukkan bahwa terdapat pengaruh yang signifikan
antara subvariabel
visibility, credibility, attractiveness,
dan
power
dan faktor
pribadi, sosial, dan psikologis terhadap keputusan pembelian konsumen.
vii
ABSTRACT
Darmayanthi, Feby. 210110090325. 2014. “The influence of Celebrity
Endorser in Television Advertising with Consumer Purcha sing Decisions
”.
Under
the guidance of Mohd. Hussein Na wa wi, Drs., M.I.Kom., as the primary
supervisor, and Slamet Mulyana, Drs., M.I.Kom., as a supervising companion.
Communication Management, Faculty of Communication Science, Padjadjaran
University.
The purpose of this reseacrh is to find out the influence of Marshanda as a
Celebrity Endorser of Wardah Television Advertising with Consumer Purchase
Decisions among members of Forum Hijabers Bogor totaling 115 persons. Source
Credibility Theory as based theory. This research uses quantitive method with
path analysis in the form of Pearson Product Moment. This resea rch uses Sampel
of this research a re dra wn using simple random sampling technique with number
of sampels are 89 respondents.
The results of this research showed that there is significant influence of the
influence (contribution) test result showed by the path coefficient on each path
diagram of causal correlation between variables visibility, credibility,
attractiveness, and power on consumer purchase decisions and its impa ct on the
factors that influence the purchase decision. This resea rch suggested that the use
