Pengaruh Celebrity Endorser dan Brand Awareness Terhadap Keputusan Pembelian Produk Somethinc (Studi Pada Konsumen Somethinc di Kota Semarang)

Abstract

Persaingan industri kosmetik di Indonesia yang semakin ketat membuat perusahaan harus mengembangkan strategi pemasarannya dan membangun kesadaran merek agar konsumen dapat mengetahui dan menyadari eksistensinya di tengah-tengah mereka. Celebrity endorser dan brand awareness diduga memiliki pengaruh terhadap keputusan pembelian. Penelitian ini bertujuan untuk mengetahui celebrity endorser dan brand awareness terhadap keputusan pembelian produk Somethinc di Kota Semarang. Tipe penelitian ini adalah explanatory research dengan teknik pengambilan sampel probability sampling yaitu proportionate stratified sampling. Sampel pada penelitian ini berjumlah 100 konsumen Somethinc di Kota Semarang. Penelitian ini diolah menggunakan SPSS for windows version 25.0. Hasil penelitian menunjukkan bahwa celebrity endorser dan brand awareness secara stimultan memberikan pengaruh positif dan signifikan terhadap keputusan pembelian. Disarankan agar Somethinc perlu memperhatikan penggunaan celebrity endorser selanjutnya yang mampu meyakinkan dan membuat konsumen suka dengan produk Somethinc. Selanjutnya, Somethinc dapat meningkatkan brand awareness melalui social media seperti Instagram dan Tik Tok untuk mempengaruhi keputusan pembelian konsumen agar terus memilih dan menggunakan produk Somethinc.

The competition in the cosmetics industry in Indonesia is getting tighter, so companies must develop their marketing strategies and build brand awareness so that consumers can know and realize their existence in their midst. Celebrity endorser and brand awareness are suspected as factors that can influence purchasing decisions. This research was conducted with the aim of knowing the impact of celebrity endorser and brand awareness on Somethinc products purchasing decision in Semarang City. This type of research is explanatory research with a probability sampling technique, namely proportionate stratified sampling. The sample in this study amounted to 100 consumers of Somethinc in Semarang City. This research was processed using SPSS for windows version 25.0. The conclusion from this study is that the celebrity endorser and brand awareness can simultaneously have a positive and significant influence on the purchasing decision variable. It is recommended that Somethinc needs to pay attention to the use of the next celebrity endorser who is able to convince and make consumers like Somethinc’s products. Furthermore, Somethinc can increase brand awareness through social media such as Instagram and Tik Tok to influence consumer purchasing decision to keep choosing and using Somethinc's products.