JURNAL-TIARA RISTA P-D0210116

JURNAL

TERPAAN IKLAN, PENGGUNAAN CELEBRITY ENDORSER DAN MINAT BELI (Studi Pengaruh Terpaan Iklan Kaffah di Instagram dan Penggunaan Celebrity Endorser pada Iklan Kaffah di Akun @kaffahsysj terhadap Minat Beli pada Follower Akun @kaffahbysj)

Oleh: TIARA RISTA PRATIWI D0210116

PROGRAM STUDI ILMU KOMUNIKASI FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS SEBELAS MARET SURAKARTA 2015

TERPAAN IKLAN, PENGGUNAAN CELEBRITY ENDORSER DAN MINAT BELI (Studi Pengaruh Terpaan Iklan Kaffah di Instagram dan Penggunaan Celebrity Endorser pada Iklan Kaffah di Akun @kaffahsysj terhadap Minat Beli pada Follower Akun @kaffahbysj)

Tiara Rista Pratiwi Tanti Hermawati

Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sebelas Maret Surakarta

Abstract Today, to advertise products and services by the online shop carry out by the many marketers. One of the effective online media to advertise is a social networking website. Marketers are also required to be more creative in making an advertisement. One of the strategies to advertise in online media is using celebrity endorser.This study aims to find out whether there is significant influence between advertising exposure Kaffah on Instagram and the use of celebrity endorser in advertisement Kaffah @kaffahbysj account to the buying interest on @kaffahbysj follower account.As the sample in the study is the @kaffahbysj follower account, sample totaled 99 respondents. This kind of research explanatory research and quantitative. Data collection techniques in this study is the method of questionnaire with multiple linear regression analysis techniques. The results of the T test showed that the exposure variable Kaffah ads on Instagram has sig value of 0.095>0.05, which means that the variable Kaffah advertising exposure on Instagram does not have a significant effect on buying interest on @kaffahbysj follower account. Then the variable use of celebrity endorser in advertising Kaffah on @kaffahbysj account has sig value 0.000