PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BERDONASI (Studi Korelasi pada Pengikut Akun Instagram @gitasav)

• Main Author: Muslihah Fahma, - (Author)
• Format: Book
• Published: 2021-08-30.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/84950/1/S_IKOM_1605920_Title.pdf; http://repository.upi.edu/84950/2/S_IKOM_1605920_Chapter1.pdf; http://repository.upi.edu/84950/3/S_IKOM_1605920_Chapter2.pdf; http://repository.upi.edu/84950/4/S_IKOM_1605920_Chapter3.pdf; http://repository.upi.edu/84950/5/S_IKOM_1605920_Chapter4.pdf; http://repository.upi.edu/84950/6/S_IKOM_1605920_Chapter5.pdf; http://repository.upi.edu/84950/7/S_IKOM_1605920_Appendix.pdf
• Keywords: H Social Sciences (General)

Penelitian ini bertujuan untuk meneliti pengaruh dari dimensi attractiveness, trustworthiness, dan expertise yang dimiliki oleh seorang celebrity endorser Gita Savitri Devi (Gitasav) yang menjalin kerjasama dengan platform crowdfunding Kitabisa.com pada minat berdonasi pengikutnya di Instagram. Metode penelitian ini menggunakan metode korelasi dengan pendekatan kuantitatif. Responden dalam penelitian ini sejumlah 100 orang pengikut Instagram Gitasav. Hasil penelitian ini menunjukkan bahwa dimensi attractiveness (daya tarik) terkategorikan tinggi. Sedangkan, dua dimensi lainnya, yaitu dimensi trustworthiness dan expertise terkategorikan sangat tinggi. Minat berdonasi terdiri dari empat variabel yaitu, minat transaksional dan minat preferensial yang terkategori sedang, minat referensial dan minat eksploratif yang terkategori tinggi. Penelitian ini terkategori valid dengan pengujian validitas menggunakan nilai pearson correlation dan bagus dengan pengujian reliabilitas menggunakan nilai cronbach's alpha. Hal ini menunjukkan bahwa masing-masing dimensi celebrity endorser memiliki pengaruh yang signifikan terhadap minat berdonasi. Ketika seorang celebrity endorser memiliki daya tarik, tingkat kepercayaan, dan keahlian yang semakin tinggi, maka akan semakin tinggi pula minat berdonasi pengikutnya. Sebaliknya, ketika seorang celebrity endorser memiliki tingkat daya tarik, kepercayaan, dan keahlian yang rendah, maka akan rendah pula minat berdonasi para pengikutnya. Kata kunci: celebrity endorser, crowdfunding, elaboration likelihood model, minat berdonasi, komunikasi persuasif ABSTRACT Muslihah Fahma (1605920), "The Effects of a Celebrity Endorser towards People's Willingness to Donate (Correlation Study of Instagram Followers of @gitasav) Supervisor: Prof. Dr. H. Suwatno, M.Si. and Firman Aziz, S.Pd., M.Pd. This study aims to examine the influence of the attractiveness, trustworthiness, and expertise dimensions of a celebrity endorser Gita Savitri Devi (Gitasav) who collaborated with the crowdfunding platform Kitabisa.com on the interest of their followers to donate on Instagram. This research method uses the correlation method with a quantitative approach. The respondents in this study were 100 Instagram followers of Gitasav. The results of this study indicate that the attractiveness dimension is categorized as high. Meanwhile, the other two dimensions, namely the dimensions of trustworthiness and expertise, are categorized as very high. Interest in donating consists of four variables, namely, transactional interest and preferential interest which is categorized as medium, referential interest and exploratory interest which is categorized as high. This study is categorized as valid with validity testing using the Pearson correlation value and good for reliability testing using Cronbach's alpha value. This shows that each dimension of celebrity endorser has a significant influence on interest in donating. When a celebrity endorser has a higher level of attraction, trust, and expertise, the higher the interest in donating his followers will be. On the other hand, when a celebrity endorser has a low level of attractiveness, trust, and expertise, his followers' interest in donating will also be low. Keywords: celebrity endorser, crowdfunding, elaboration likelihood model, donation interest, persuasive communication