PERSEPSI KUALITAS PRODUK, BRAND AWARENESS DAN CELEBRITY ENDORSEMENT TERHADAP MINAT BELI OPPO SMARTPHONE PADA MAHASISWA FAKULTAS EKONOMI UNIBA SURAKARTA

Ayu Intan Pratiwi, Bambang Mursito, Eny Kustiyah

Abstract


This study aims to determine the effect of Product Quality, Brand Awareness and Celebrity Endorsement on the Opposition of Buying Oppo Smartphones on Students of the Faculty of Economics, UNIBA Surakarta. This type of research uses quantitative methods, the population taken in this study were students of Surakarta Samples used in this study were 80 people sampling techniques using Convenience sampling techniques. Data analysis techniques in this study used multiple Linear analysis techniques. F test results state that Product Quality, Brand Awarenesss and Celebrity Endorsement simultaneously and significantly influence the Oppo Smartphone Interest in the Faculty of Economics, UNIBA Surakarta. while based on the t test stated that partially the quality of the product had a positive significant effect on the Purchase Oppo Smartphone Interest in the Faculty of Economics UNIBA Surakarta. Brand Awareness partially influences positively and significantly the interest in buying Oppo Smartphones in UNIBA Surakarta Faculty of Economics Students. Celebrity Endorsement partially has a positive and significant influence on the Oppo Smartphone Interest in UNIBA Surakarta Faculty of Economics Students.

Keywords: Product quality, Brand Awarenesss,, Celebrity Endorsement, Purchase interest.

References


Aaker, D. (1997). Manajemen Ekuitas Merek. Jakarta: Spektrum Mitra Utama.

Ambadar, J., Abidin, M., & Ira , Y. (2007). Mengelola Merek. Jakarta: Yayasan Bina Karsa Mandiri.

Bastian, A., Sugito, Kerinus Hati, W., Nastiti, W., & Sustiwati Sirait, L. (2019). The Influence Of Advertising Stars, Brand Image, And Brand Awarenesss On The Intention To Buy Honda Vario Motorcycles In Pasuruan. Sinergi, 9(1), 43-50.

Cl, G. (2014). Demand Spillovers, Combative Advertising, And Celebrity Endorsements. Ameri-Can Economic Journal: Applied Economics, 6(2), 76-104.

Dinawan. (2010). Kualitas Produk : Alat Strategi Yang Penting. Jakarta: Raja Grafindo Persada.

Durianto, D., Budiman , S., & Joko, L. (2004). Brand Equity Ten. Jakarta: Pt Gramedia Pustaka Utama.

Fadhilla, Z. ,., & Hidayat, R. (2018). Pengaruh Brand Awarenesss Terhadap Minat Beli Smartphone Merek Iphone Pada Konsumen Generasi “Z” Tahun. E-Proceeding Of Applied Science, 4(3), 1027-1033.

Ghozali, I. (2016). Aplikasi Analisis Multivariate Dengan Program Ibm Spss 21 Update Pls Regresi Edisi 7. Semarang: Badan Penerbit Undip.

Hermanto Saputra Rendy. (2019). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Minat Beli Konsumen Produk Smartphone Xiaomi (Studi Kasus Di Jakarta Barat). Business Management Journal, 15(1), 1-67.

Indonesia, O. S. (2018). Oppo Smartphone Indonesia (. Retrieved From Www.Opposmartphonecp.

Khoirunnisa. (2019, 7 30). Idc: Top 5 Vendor Smartphone Indonesia Q2-2019. Retrieved From Www. Seluler. Id.: Https://Selular.Id/2019/08/Idc-Top-5-Vendor-Smartphone-Indonesia-Q2-2019/#:~:Text=Hari%20ini%20(30%2f8),Realme%20(6%2c1%25).

Kirby Naribia, A. D., & Iskandar, D. (2017). Pengaruh Celebrity Endorser Jkt48 Terhadap Minat Beli Konsumen Im3 Play (Studi Kasus Pada Pengunjung Teater Jkt48 Periode 21 Februari 2016). E-Proceeding Of Management, 4(2), 1304-1311.

Kotler, P., & Armstrong, G. (2013). Principles Of Marketing (Fourteenth Edition). England: Pearson Education Limited.

Laluyan, W. N., & Pangemanan, S. S. (2017). The Effect Of Advertising, Perceived Quality And Brand Awarenesss On Consumer Purchase Intention (Case Study: Adidas Sport Shoes). Emba, 5(2), 267-278.

Lazuardi, D. (2018). Pengaruh Celebrity Endorser Dan Iklan Terhadap Minat Beli Sepatu Olahraga Nike (Studi Kasuspada Mahasiswa Stie Eka Prasetya). Riset Manajemen & Bisnis (Jrmb, 3(2), 1-7.

Manorek Langling, S. (2016). The Influence Of Brand Image, Advertising Perceived Price Toward Consumer Purchase Intention (Case Study. Berkala Ilmiah Efisiensi, 16(1), 661-670.

Maryam, S. (Statustik Induktif). 2011. Surakarta: Uniba Press.

Nainggolan Kaman, I. (2017). Pengaruh Celebrity Endorser, Brand Awarenesss Dan Harga Produk Terhadap Minat Beli Mie Suksess (Studi Kasus Empiris Pada Penduduk Kecamatan Pinang-Kota Tangerang). Cakrawala, 17(2), 146-155.

Pandjaitan Haratua, R. D. (2018). An Analysis Of Brand Awarenesss Influence On Purchase Intention In Bandar Lampung City’sonline Transportation Service (Study On Y Generation Consumers). Icoi-The International Conference Of Organizational Innovation., 726-728.

Powa, A. G. (2018). Pengaruh Kualitas Produk, Harga Dan Word Of Mouth Terhadap Minat Beli Konsumen Handphone Pada Mahasiswa Feb Unsrat. . Jurnal Emba, 6(3), 1188-1197.

Pradana Anugrah, F. T. (2015). Brand Awarenesss Terhadap Minat Beli Konsumen Jasa Reservasi Hotel Secara Online Pada Situs Www.Goindonesia.Com,. E-Proceeding Of Management, 2(3), 611-2619.

Retnowulan, J. (2017.). Pengaruh Kualitas Produk Dan Persepsi Harga Terhadap Minat Beli Smartphone Xiaomi, Cakrawala. Cakrawala, 17(2), 139-145.

Setiawan, L. (2018). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Dengan Brand Awarenesss Sebagai Variabel Mediasi Pada Produk Green Tea Esprecielo Allure. Manajemen Pemasaran, 12(1), 53─60.

Setu, F. (2019, 11 26). Menkominfo Pastikan Indonesia Siap Menjadi Negara Digital Tahun 2035. Retrieved From Www.Kominfo.Go.Id.

Shimp, T. A. (2007). Periklanan Promosi (Aspek Tambahan Komunikasi Pemasaran Terpadu). Jilid I, Edisi Terjemahan. Jakarta: Pt. Erlangga.

Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif Dan. Bandung : Alfabeta.

Swastha, B. D. (2012). Manajemen Modern, Edisi Kedua, Cetakan Kesebelas. Yogyakarta: Liberty Offset.

Takaya, R. (2017). The Effect Of Celebrity Endorsment On Brand Image And Trust Brand And It's Impact To Purchaseintention Case Study: Oppo Smartphone. Business And Entrepreneurial Review, 17(2), 83 –196.

Utarsih, H. (2014). Pengaruh Celebrity Endorser Terhadap Minat Beli Kartu As. Jurnal Ilman, 1(2), 105-112.

Widarto, R. (2018). The Influence Of Celebrity Endorsements On Purchase Intention (A Study On Vivo V7). . Iosr Journal Of Business And Management, 20(8), 59-66.




DOI: http://dx.doi.org/10.29040/jie.v4i02.1215

Refbacks

  • There are currently no refbacks.