Celebrity Endorsement dan Freebies Marketing: Strategi Minat Beli Konsumen pada UMKM di Kota Bandung

Tamia Febiana, Tiara Fisca Marliany, Arini Nurifani Khairunnisa, Eka Kartika Safitri, Jihan Butsainah, Fahmi Jahidah Islamy

Abstract


Penelitian ini bertujuan untuk mengetahui apakah Celebrity Endorsement dan Freebies Marketing berpengaruh terhadap minat beli konsumen pada UMKM di Kota Bandung. Objek penelitian ini diambil dari Masyarakat Kota Bandung dengan menggunakan teknik judgement sampling dengan penarikan sampel berdasarkan karakteristik yang telah ditetapkan yang disesuaikan dengan tujuan atau masalah penelitian yang melibatkan 206 responden. Metode analisis yang digunakan adalah regresi linear berganda dari celebrity endorsement dan freebies marketing sebagai variabel bebas dan minat beli sebagai variabel dependen. Hasil analisis penelitian ini menggunakan SPSS menunjukan bahwa Celebrity Endorsement (X1) dan Freebies Marketing (X2) memiliki pengaruh terhadap minat beli konsumen (Y) dengan menggunakan uji T dan Uji F. Sehingga dapat disimpulkan bahwa semakin besar pengaruh celebrity endorsement dan freebies marketing maka akan semakin tinggi pula minat beli konsumen.


Keywords


Celebrity Endorsement; Freebies Marketing; Minat Beli Konsumen

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DOI: https://doi.org/10.17509/manajerial.v22i1.55392

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