Analisis Celebrity Endorser Pada Iklan Luwak White Koffie
DOI:
https://doi.org/10.55985/jcmo.v2i2.214Keywords:
Selebriti endorser, Persepsi konsumenAbstract
Penelitian ini mengkaji pengaruh endorser selebriti Lee Min Ho terhadap persepsi konsumen terhadap iklan Luwak White Koffie. Penelitian ini berfokus pada karakteristik responden, termasuk jenis kelamin dan kelas sosial, serta respons mereka terhadap berbagai aspek endorser selebriti, yaitu visibilitas, kredibilitas, daya tarik, dan kekuatan. Sampel penelitian terdiri dari 100 mahasiswa dari Fakultas Komunikasi, Universitas Islam Riau. Hasil penelitian menunjukkan bahwa 54% responden adalah perempuan, menunjukkan bahwa perempuan mungkin lebih terpengaruh oleh iklan yang menampilkan selebriti seperti Lee Min Ho. Dalam hal visibilitas, 55% responden setuju bahwa kehadiran Lee Min Ho dalam iklan tersebut menonjol. Mengenai kredibilitas, hanya 47% responden menganggapnya sebagai endorser yang kredibel, menunjukkan bahwa sebagian konsumen mungkin meragukan relevansinya dengan produk. Untuk daya tarik, 36% setuju bahwa Lee Min Ho menarik, meskipun sebagian besar (49%) tetap netral, menunjukkan bahwa daya tarik tidak selalu mempengaruhi opini konsumen. Dalam hal pengaruh, 40% responden setuju bahwa pengaruhnya memengaruhi keputusan pembelian mereka, namun sejumlah responden tetap netral atau tidak setuju. Secara keseluruhan, meskipun Lee Min Ho secara positif mempengaruhi visibilitas dan daya tarik iklan, efeknya terhadap keputusan pembelian konsumen bervariasi. Temuan ini menyoroti pentingnya mempertimbangkan berbagai faktor saat memilih selebriti sebagai endorser untuk memastikan efektivitasnya dalam strategi pemasaran.
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