Pengaruh Celebrity Endorsement Terhadap Repurchase Intention Produk Le Minerale Dengan Brand Credibility Sebagai Variabel Intervening Pada Mahasiswa Universitas Diponegoro

Abstract

This study aims to determine the effect of Celebrity Endorsement on Repurchase Intention of Le Minerale products through Brand Credibility as an intervening variable in Diponegoro University students who are consumers of Le Minerale products. This type of research is explanatory research with non-probability sampling techniques with multistage proportional sampling and purposive sampling methods. Data collection was carried out by distributing questionnaires to 100 respondents who were students of Diponegoro University Semarang who had purchased Le Minerale brand drinking water products. Data analysis using SPSS 25 where validity test, reliability test, correlation coefficient test, determination coefficient test, simple linear regression analysis, multiple linear regression analysis, t test, F test, and sobel test were carried out. The results showed that there is a positive and significant influence both partially and simultaneously between celebrity endorsement variables on repurchase intention through brand credibility. The results of this study also prove that brand credibility partially mediates the relationship between celebrity endorsement and repurchase intention. Based on the results of this study, in conducting celebrity endorsement, Le Minerale is advised to use celebrities who have a match for the product and have knowledge of the product so that it is expected to increase the credibility of the Le Minerale brand.

Keywords: Celebrity Endorsement; Brand Credibility; Repurchase Intention

Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorsement terhadap Repurchase Intention produk Le Minerale melalui Brand Credibility sebagai variabel intervening pada mahasiswa Universitas Diponegoro konsumen produk Le Minerale. Tipe penelitian ini adalah explanatory research dengan teknik pengambilan sampel non-probability sampling dengan metode propotional sampling dan purposive sampling secara multistage. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 100 responden yang merupakan mahasiswa Universitas Diponegoro Semarang yang pernah melakukan pembelian produk air minum merek Le Minerale. Analisis data menggunakan SPSS 25 dimana dilakukan uji validitas, uji reliabilitas, uji koefisien korelasi, uji koefisien determinasi, analisis regresi linear sederhana, analisis regresi linear berganda, uji t, uji F, dan uji sobel. Hasil penelitian menunjukkan bahwa adanya pengaruh positif dan signifikan baik secara parsial maupun simultan antara variabel celebrity endorsement terhadap repurchase intention melalui brand credibility. Hasil penelitian ini juga membuktikan bahwa brand credibility memediasi secara parsial hubungan antara celebrity endorsement terhadap repurchase intention. Berdasarkan hasil penelitian  ini,  dalam melakukan celebrity endorsement Le Minerale  disarankan  untuk  menggunakan selebriti yang memiliki kecocokan terhadap produk serta memiliki pengetahuan akan produk sehingga diharapkan dapat meningkatkan kredibilitas merek Le Minerale.

Kata Kunci: Celebrity Endorsement; Brand Credibility; Repurchase Intention