PENGARUH PROMOSI DENGAN CELEBRITY ENDORSE TERHADAP BRAND TRUST DAN MINAT BELI KONSUMEN PADA BIDANG USAHA ONLINE SHOP PAKAIAN PEREMPUAN DI DENPASAR ( STUDY PADA DINDA FASHION BALI )
DOI:
https://doi.org/10.29303/jmm.v8i1.358Abstract
The most dominant industry in the current era is the clothing industry. Therefore, competition in the world of clothing trade is very competitive. Online marketing is a form of marketing communication that has become a social phenomenon lately. Online shopping is increasingly in demand in Indonesia, it is known that internet users in Indonesia in 2012 reached 55 million people, an increase of 30.9 percent compared to 2011 with a trade value of Rp 30 trillion. In online media, fashion products are the most sought after, such as clothing including accessories and shoes (60.8 percent). This study takes the title of the influence of promotion with celebrity endorse on brand trust and consumer buying interest in the field of women's clothing online shop in Denpasar. The number of samples of this study were 86 respondents taken from consumers who made transactions in Dinda Fashion. Data collection was carried out through interviews and questionnaires. Data analysis was performed using classical assumption test analysis, multiple correlation analysis, coefficient of determination, and partial test (t-test. The results showed that: (1) Promotion with celebrity endorse had a positive and significant effect on consumer buying interest in women's clothing online shop business in Denpasar. (2) Promotion with celebrity endorse has a significant and significant effect on Brand trust in the women's clothing online shop business in Denpasar. (3) Brand trust has an individual positive and significant effect on consumer buying interest in the women's clothing online shop business in Denpasar. Keywords: Promotion with Celebrity Endorse, Brand trust and Buying Interest.Industri yang paling dominan di era saat ini adalah industry pakaian.Oleh karena itu, persaingan di dunia perdagangan pakaian sangat kompetitif.Pemasaran online merupakan salah satu bentuk komunikasi pemasaran yangmenjadi fenomena sosial belakangan ini. Belanja onlinesemakin diminati di Indonesia, diketahui pengguna internet di Indonesia pada tahun 2012 mencapai 55 juta orang, meningkat 30,9 persen dibanding tahun 2011 dengan nilai perdagangan Rp 30 triliun. Di media online, produk fashionadalah yang paling diminati, seperti pakaian termasuk aksesoris dan sepatu (60,8persen). Penelitian ini mengambil judul pengaruh promosi dengan celebrity endorse terhadap brand trust dan minat beli konsumen pada bidang usaha online shop pakaian perempuan di Denpasar.Jumlah sampel penelitian ini sebanyak 86 responden yang diambil dari konsumen yang melakukan transaksi di Dinda Fashion. Pengumpulan data dilakukan melalui wawancara dan penyebaran kuesioner. Analisis data dilakukan dengan menggunakan analisis uji asumsi klasik, analisis korelasi berganda, koefisien determinasi, dan uji parsial (t-test).Hasilpenelitian menunjukkan bahwa : (1) Promosi dengan celebrity endorse berpengaruh positif dan signifikan secara individual terhadap minat beli konsumen pada bidang usaha online shop pakaian perempuan di Denpasar. (2) Promosi dengan celebrity endorse berpengaruh poistif dan signifikan terhadap Brand trust pada bidang usaha online shop pakaian perempuan di Denpasar. (3) Brand trust berpengaruh positif dan signifikan secara individual terhadap minat beli konsumen pada bidang usaha online shop pakaian perempuan di Denpasar. Kata kunci: Promosi dengan Celebrity Endorse, Brand trust dan Minat Beli.
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Published
2019-03-04
How to Cite
SETIAWAN JODI, I. W. G. A., & ADHIKA, I. N. R. (2019). PENGARUH PROMOSI DENGAN CELEBRITY ENDORSE TERHADAP BRAND TRUST DAN MINAT BELI KONSUMEN PADA BIDANG USAHA ONLINE SHOP PAKAIAN PEREMPUAN DI DENPASAR ( STUDY PADA DINDA FASHION BALI ). Jurnal Magister Manajemen, 8(1), 25–34. https://doi.org/10.29303/jmm.v8i1.358
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