PENGARUH KREDIBILITAS ENDORSER AGNES MONICA, BRAND AWARENESS DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK TOLAK ANGIN CAIR

Rika Amelia Fitri; Eman Sulaeman

doi:10.31955/mea.v5i2.1295

Rika Amelia Fitri Universitas Singaperbangsa Karawang
Eman Sulaeman Universitas Singaperbangsa Karawang

DOI: https://doi.org/10.31955/mea.v5i2.1295

Abstract

The increasing public consumption of health supplements and herbal medicines during the Covid-19 pandemic has made business competition in the Pharmaceutical and Herbal Medicine Industry increasingly fierce. This study was conducted to determine the effect of Agnes Monica's Endorser Credibility, Brand Awareness and Perceived Quality on the Purchase Decision of Tolak Angin Liquid Products during the Covid-19 pandemic. The method in this study, using a quantitative method with a descriptive and verification approach. The sample in this study was 400 respondents who were obtained using accidental sampling technique. The data analysis technique used a Likert scale technique and path analysis. The results of this study indicate that descriptively the variables of Agnes Monica's Endorser Credibility, Brand Awareness, Perceived Quality, and Purchasing Decisions are in the good category which means strong brand awareness and Agnes Monica's height when the quality of Tolak Angin products makes consumers confident to buy. Based on the correlation value between Agnes Monica's Endorser Credibility, Brand Awareness and Perceived Quality, it has shown a strong relationship. There is a partial influence between Agnes Monica's Endorser Credibility on Purchase Decisions of 21.5%, Brand Awareness of Purchase Decisions of 15.6% and Perceived Quality of Purchase Decisions of 55.1%. There is a simultaneous influence between the variables of Agnes Monica's Endorser Credibility, Brand Awareness and Perceived Quality on Purchase Decisions of 71.6%. Meanwhile, the remaining 28.4% influence other variables not examined.

References

Assauri, Sofjan. (2017). Manajemen Pemasaran. Yogyakarta: Ombak.
Al Arif, M. N. R., & Amalia, E. (2016). Teori mikroekonomi: Suatu perbandingan ekonomi Islam dan ekonomi konvensional. Prenada Media.
Antoro, A. D., & Sutrasmawati, R. E. (2015). Pengaruh Daya Tarik Iklan, Endorser dan
Frekuensi Penayangan Iklan Terhadap Efektivitas Iklan Televisi. In Management Dynamic Conference (MADIC).
Dwisuardinata, I. B. N., & Lestari, N. P. N. E. (2021). Pengaruh Selebgram Credibility, Online Atmosphere, Dan Product Assortment Terhadap Minat Beli Generasi Pria Milenial Denpasar Pada Sepatu Compass. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(1), 1078-1095.
Firmansyah, M. Anang. (2019). Pemasaran Produk dan Merek: Planning dan Strategy. Penerbit Qiara Media.
Ifeanyichukwu, C. D. (2016). Effect of celebrity endorsements on consumers purchase decision in Nigeria. International Research Journal of Management, 9, 98-103.
Jayanti, D. D., Welsa, H., & Cahyani, P. D. (2020). Pengaruh Electronic Word Of Mouth Dan Celebrity Endorsment Terhadap Purchase Intention Dengan Brand Image Sebagai Variabel Intervening. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), Press-Press.
Kotler, Philip & Keller, Kevin Lane. (2016). Marketing Management. USA: Pearson Education Inc.
Kartajaya, H. (2013). New wave marketing. Gramedia Pustaka Utama.
Kusuma, Aditya Halim Perdana, et al. (2020). Brand Management: Esensi, Posisi dan Strategi. Yayasan Kita Menulis.
Kensiwi, N., Rachma, N., & ABS, M. K. (2020). Analisis Pengaruh Brand Awareness dan Perceived Quality Terhadap Keputusan Pembelian (Studi pada Konsumen Smartphone Oppo di Alibaba Cell Malang). Jurnal Ilmiah Riset Manajemen, 9(24).
Kotler, Philip dan Gary Amstrong. (2017). Prinsip-prinsip Pemasaran. Edisi 12 Jilid 1. Jakarta: Erlangga.
Mastarida, Friska, et al. (2020). Service Management. Yayasan Kita Menulis.
Nurdiyanto, A. D., & Malik, D. L. (2019). Peran Efektivitas Iklan Dalam Memediasi Daya Tarik Iklan Dan Kredibilitas Celebrity Endorser Terhadap Keputusan Pembelian Sepeda Motor Sport Honda. Prima Ekonomika, 10(1), 21-36.
Pakpahan, E. S. B., Restuti, S., & Musfar, T. F. (2017). Pengaruh Kredibilitas Celebrity Endorser Terhadap Keputusan Pembelian dan Kepuasan Konsumen You-c 1000 Vitamin Cdi Kota Pekanbaru (Doctoral dissertation, Riau University).
Sarippudin, A., Fitriani, I. D., & Zulkarnaen, W. (2019). Pengaruh Citra Merek (Brand Image) Terhadap Proses Keputusan Pembelian Handphone Samsung Di Itc Kebon Kalapa Bandung. Jurnal SEMAR: Sain Ekonomi Manajemen & Akuntansi Riviu, 1(3), 42-51.
Suyuthi, Nurmadhani Fitri, et al. (2020). Dasar-Dasar Manajemen: Teori, Tujuan dan
Fungsi. Yayasan Kita Menulis.
Sugiyono. (2018). Metode Penelitian Manajemen. Bandung : Alfabeta.
Shimp, A Terence. (2014). Komunikasi Pemasaran Terpadu Dalam Periklanan dan Promosi. Jakarta : Salemba Empat.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta.
Sardjono, S. (2017). Ekonomi mikro-teori dan aplikasi. Penerbit
Tjiptono, Fandy. (2016). Pemasaran Jasa, Prinsip. Penerapan dan Penelitian. Yogyakarta: Andi.
www.covid-19.go.id. Diakses 30 Juni 2021.
www.covid-19.karawangkab..go.id, Diakses 30 Juni 2021.
www.bps.go.id, Diakses pada 5 November 2020.
www.swa.co.id, Diakses pada 9 Agustus 2020.
https://katadata.co.id, Diakses pada 18 Februari 2020.
https://www.topbrand-award.com, Diakses 10 November 2020.
www.sidomuncul.co.id, Diakses28 September 2020