Pengaruh Persepsi Terhadap K-Pop Idol Sebagai Celebrity Endorser pada Artist Frame Terhadap Purchase Intention Layanan Photobooth di Kalangan Generasi Z (Studi Kasus Photoism Indonesia)
DOI:
https://doi.org/10.37385/ceej.v7i3.11850Keywords:
Celebrity Endorsement, Purchase Intention, Photobooth, Idol K-Pop, Artist Frame, Generasi Z.Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi terhadap K-Pop idol sebagai celebrity endorser terhadap purchase intention layanan photobooth dengan media artist frame di kalangan Generasi Z Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis regresi linear sederhana menggunakan IBM SPSS Statistics. Data dikumpulkan melalui penyebaran kuesioner kepada 206 responden yang merupakan Generasi Z di Indonesia dan pernah menggunakan layanan Photoism dengan artist frame idol K-Pop. Hasil penelitian menunjukkan bahwa K-Pop idol sebagai celebrity endorser berpengaruh positif dan signifikan terhadap purchase intention layanan photobooth dengan media artist frame. Hal ini menunjukkan bahwa karakteristik celebrity endorser, yang terdiri atas trustworthiness, likeability, attractiveness, dan brand congruity, mampu meningkatkan niat Generasi Z untuk menggunakan layanan Photoism dengan artist frame. Temuan penelitian ini mengindikasikan bahwa pemanfaatan K-Pop idol sebagai celebrity endorser merupakan strategi pemasaran yang efektif dalam meningkatkan purchase intention konsumen pada industri photobooth di Indonesia. Penelitian ini diharapkan dapat menjadi referensi bagi penelitian selanjutnya mengenai perilaku konsumen serta memberikan masukan bagi pelaku industri kreatif dalam merancang strategi pemasaran berbasis celebrity endorsement.
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