THE INFLUENCE OF CELEBRITY ENDORSER NICHOLAS SAPUTRA ON THE DECISION TO PURCHASE KANZLER CRISPY CHICKEN NUGGET

Authors

  • Rianti Julianah 2Faculty of social science and politic science, University Muhammadiyah Jakarta
  • Jamiati KN Faculty of Social and Political Sciences, University of Muhammadiyah Jakarta

Keywords:

Celebrity Endorser, Purchase Decision, Kanzler Crispy Chicken Nugget, Instagram, Nicholas Saputra

Abstract

This research aims to analyze the influence of celebrity endorser Nicholas Saputra on purchasing decisions for Kanzler Crispy Chicken Nugget products. The research method used was a survey using a questionnaire distributed to 118 followers of the Instagram account @temankanzler. The data analysis technique used in this research is simple linear regression analysis. Based on theory from A. Shimp (2017), celebrity endorsers aim to introduce a product through advertisements supported by celebrities in the hope of increasing the effectiveness of advertisements so that they can attract consumers to be more interested in buying the product. This theory measures five dimensions of celebrity endorsers, namely Trustworthiness, Expertise, Attractiveness, Respect, and Similarity. The research results show that celebrity endorser Nicholas Saputra has a positive and significant influence on purchasing decisions for Kanzler Crispy Chicken Nugget. This is proven by the t-count value of 5.432 which is greater than the t-table of 1.976 and the significant value of 0.000 which is smaller than 0.05. Nicholas Saputra is considered to have high attractiveness, which makes advertising more attractive to consumers. The implication of this research is that companies can utilize celebrity endorsers as an effective marketing strategy to increase product sales. This research also contributes to theory development in the field of marketing communications and consumer behavior.

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Published

2025-05-25

Issue

Vol. 1 (2024): International Broadcasting Conference 2024

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Articles

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