ANALISIS PENGARUH PERCEIVED VALUE TERHADAP PURCHASE INTENTION MELALUI CELEBRITY ENDORSEMENT (Studi pada Pengguna Alat Musik di Kota Semarang)

Abstract

Indonesia is one of the largest musical instruments market in Asia, the musical instrument industry in Indonesia is not only targeting the professional musicians but also the middle and the laity, but the music market in Indonesia seems to be constrained by the availability of wood raw materials, the obstacle of luxury goods sales tax (PPnBM), the reluctance of investors to invest in the musical instrument industry, this is apparent in the decline in the number of musical instrument business units in Indonesia. With regard to the domestic market for musical instruments, the survey results show that novice buyers who will buy musical instruments with the desired type of music and the type of the desired instrument are more likely to ask the employees of the music store related to the recommendation of the tool, the type of tool that corresponds to the type of music played or directly asked the type of musical instrument sought by calling the brand and its series. Potential buyers are very rare to ask the type of equipment commonly used by celebrity endorsers. The frequent event held by music stores in Semarang inviting resource persons from the brand of musical instrument to provide a review of new tools or just a coaching clinic still seems not to accommodate the endorsement activities of musical instruments. The population in this study is all prospective buyers at Musical Instruments Store in Semarang City. The sample of research is 140 respondents, by using purposive sampling technique, which further to maintain the diversity of respondent characteristic is done by snowball sampling. Data collection techniques with interviews and questionnaires are processed using Structural Equation Modeling (SEM) of Software Statistic Multivariate, Analysis Moment Structure, AMOS. V 22. The results showed that Celebrity Endorser had positive and significant effect on Perceived Value, while Celebrity Endorser and Perceived Value had positive but not significant effect on Purchase Intention.