PENGARUH CELEBRITY ENDORSEMENT PADA IKLAN SMARTPHONE MEREK SAMSUNG TERHADAP MINAT BELI KONSUMEN (STUDI KASUS MASYARAKAT KELURAHAN KAYUARA KECAMATAN SEKAYU) PENGARUH CELEBRITY ENDORSEMENT PADA IKLAN SMARTPHONE MEREK SAMSUNG TERHADAP MINAT BELI KONSUMEN (STUDI KASUS MASYARAKAT KELURAHAN KAYUARA KECAMATAN SEKAYU)

Abstract

This study aims to determine the effect of celebrity endorsement on consumer interest in purchasing Samsung brand smartphones in the Kayuara Village, Sekayu District. This study uses a quantitative approach with a survey method. The population in this study was the Kayuara Village community, with a sample of 35 respondents determined using a saturated sampling technique. Data collection was carried out through the distribution of questionnaires, while data analysis used validity tests, reliability tests, simple linear regression analysis, correlation analysis, and hypothesis testing (t-test) with the help of the SPSS version 25 program. The results of the study indicate that all research instruments are valid and reliable. The results of a simple linear regression analysis produce the equation Y = 14.395 + 0.646X, which indicates that celebrity endorsement has a positive effect on consumer purchasing interest. The results of the correlation analysis show an R value of 0.814, which means there is a very strong relationship between celebrity endorsement and purchasing interest. The coefficient of determination (R²) value of 0.663 indicates that 66.3% of consumer purchasing interest is influenced by celebrity endorsement, while the rest is influenced by other factors outside the study. The results of the hypothesis test show that the calculated t value is 8.049, which is greater than the t table of 2.030 with a significance level of 0.000 < 0.05, so it can be concluded that celebrity endorsement has a positive and significant effect on consumer interest in purchasing Samsung brand smartphones.

Keywords: Celebrity Endorsement, Interest in Buying, Samsung Smartphone