PENGARUH SELEBRITI PENDUKUNG (CELEBRITY ENDORSER) IKLAN KECAP MANIS INDOFOOD TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN DI KOTA PEKANBARU

Abstract

The aims of the reasearch to know influence variable Attractiveness,
Trust and Expertise toward Buying interest and Purchasing decisions in
Pekanbaru City. As for becoming population of the research is consumer in
Pekanbaru City. Amounting to 240.889 population and people in this research in
made sampel amounting 100 by using slovin formula method. Technique of
collecting data using questioner which contains statement based on the variable
studied. Date analysis the used descriptive, despitefully also use quantitative
analysis that was using doubled linear regresi and path analysis constructively
SPSS of program version 21.00.
From result of examination which have been conducted, the celebrity
appeal of the Indofood Sweet Soy sauce supporters of Pekanbaru City has no
influence on consumer interest, trust in celebrity supporters of Indofood Soy
Sauce in Pekanbaru City influences consumer interest, celebrity expertise,
Indofood Kecap Manis supporters Pekanbaru has an influence on consumer
interest, the celebrity attraction of Indofood Kecap Manis supporters in
Pekanbaru City influences purchasing decisions. Trust in celebrity supporters of
Indofood Soy Sauce in Pekanbaru City influences purchasing decisions, celebrity
expertise in Indofood Sweet Soy sauce in Pekanbaru City has no effect on
purchasing decisions, consumer interest has a significant influence on purchasing
decisions, consumer interest is not able to mediate the influence of attractiveness
on purchasing decisions, consumer interest able to mediate the influence of trust
in purchasing decisions, and consumer interest is not able to mediate the
influence of expertise on purchasing decisions.