Title:

SIGNIFIKANSI PERAN ADVERTISING APPEAL DAN ENDORSER DALAM INTENSI PEMBELIAN PRODUK FOOD AND BEVERAGE

Author:

Mail Yunda Presti Ardilla(1*)
Mail Rifatul Istianah(2)

(1) Universitas Bhayangkara Surabaya, Indonesia
(2) Badan Riset dan Inovasi Nasional, Indonesia
(*) Corresponding Author
10.31002/jkkm.v7i1.7815| Abstract views : 0 | PDF views : 0

Abstract


Transformasi digital yang dilakukan oleh pelaku-pelaku bisnis Indonesia telah mengubah lanskap pemasaran dan penjualan produk maupun jasa yang ditawarkan di media digital, terutama Instagram. Kekuatan visual dan suara Instagram mendorong tingginya penggunaan strategi digital iklan dan endorser untuk meningkatkan pembelian termasuk pada produk food and baverage. Dalam artikel ini, peneliti tertarik untuk melihat tingkat signifikansi peranan endorser dan iklan di instagram dalam mempengaruhi minat pembelian konsumen pada produk makanan. Dengan menggunakan pendekatan kuantitatif, peneliti melakukan survey eksplanatif terhadap 100 responden dari akun Instagram instagram @Bittersweetbynajla (produsen kudapan manis) sebagai objek pembuktian empiris atas pengaruh endorser dan iklan digital terhadap minat pembelian. Dengan menggunakan teknik analisis regresi linear berganda, peneliti menemukan ditemukan bahwa endorser yang melakukan kegiatan endorsment di instagram dan iklan yang diposting di instagram memiliki pengaruh terhadap minat pembelian.


Keywords


Advertising Appeal, Endorser, Instagram, Marketing, Purchase Intention, Business.

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DOI: https://doi.org/10.31002/jkkm.v7i1.7815

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