PENGARUH ENDORSMENT SELEBRITI, KETERIKATAN EMOSIONAL, DAN KEPERCAYAAN TERHADAP NIAT BELI
DOI:
https://doi.org/10.24903/je.v14i2.3711Keywords:
Celebrity Endorsement, Emotional Attachment, Purchase Intention, Trust., celebrity endorsement, emotional attachment, purchase intention, trustAbstract
Popularitas Korean Wave (Hallyu) yang terus meningkat dalam beberapa tahun terakhir telah meningkatkan ketertarikan masyarakat global terhadap selebriti dan idola Korea, yang merambah berbagai aspek seperti drama, musik, kuliner, dan gaya hidup. Penelitian ini mengkaji pengaruh Celebrity Endorsement (daya tarik selebriti), Emotional Attachment (ikatan emosional), dan Trust (kepercayaan) terhadap Purchase Intention (niat membeli) konsumen produk makanan ringan di Provinsi DKI Jakarta. Data dikumpulkan melalui kuesioner daring yang disebarkan melalui Google Form. Analisis model struktural dan pengujian hipotesis menggunakan metode Structural Equation Model (SEM) PLS dengan melibatkan 121 responden. Hasil penelitian menunjukkan bahwa Celebrity Endorsement berpengaruh signifikan terhadap Emotional Attachment. Selain itu, terdapat hubungan signifikan antara Celebrity Endorsement dan Trust, serta antara Celebrity Endorsement dan Purchase Intention. Lebih lanjut, Emotional Attachment juga terbukti berpengaruh signifikan terhadap Purchase Intention, demikian pula dengan Trust. Penulis berharap kolaborasi antara selebriti internasional dengan produk makanan ringan Indonesia dapat menarik minat konsumen, khususnya penggemar, sehingga meningkatkan penjualan melalui pemanfaatan Celebrity Endorsement, Emotional Attachment, dan Trust.
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