PENGARUH CELEBRITY ENDORSER, PESAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK LUWAK WHITE KOFFIEE DENGAN DAYA TARIK PRODUK SEBAGAI VARIABEL INTERVENING

Abstract

The number of coffee connoisseurs is proven to continue to grow from various ages, from teenagers to the elderly. Luwak Coffee has just won 2 Top Brand 2017 awards in the White Coffee and Powder Coffee categories. Based on the 2017 Top Brand Index, it shows that the sales of White Koffi Luwak in 2017 reached 68.5% so it was stated that Luwak White Koffie reached the TOP. This study reflects the research of Luh Dwi Mariyanti, Gede Bayu Ranadhata, 2015, researching the Effect of Celebrity Endosers and Advertising Messages on Television on Purchasing Decisions on Walls Magnum Belgium Chocolate Ice Cream. But in this study the researchers examined again with different titles and different subjects, Luwak White Koffie and added another independent variable, namely the attractiveness of the product by using the Non-probability Sampling sampling technique, with the purposive sampling method. The results of statistical tests on the hypothesis the more attractive the celebrity endoser, the higher the attraction has the evidence strong enough to reject H0. The results of this empirical test prove that there is a significant influence between celebrity endoser variables on the Attraction, meaning that the more attractive the celebrity endoser, the higher the Attraction. The results of statistical tests on the hypothesis the more interesting the Advertising Message the more interesting the advertising message has enough strong evidence to reject H0. The results of this empirical test prove that there is a significant influence between the message variables on the Attraction, the more attractive the celebrity endoser, the higher the Attraction. The results of statistical testing of hypotheses the better Celebrity Endoser, the better the purchase decision has strong enough evidence to reject H0. The empirical test results prove a significant influence between the celebrity endoser variables on purchasing decisions, meaning that the better the celebrity endoser, the better the purchase decision. The results of statistical tests on the hypothesis the better the Advertising Message, the better the purchase decision has sufficient evidence to reject H0. The empirical test results prove a significant influence between the celebrity endoser variables on purchasing decisions. it means that the better the celebrity endoser, the better the purchase decision. The results of statistical tests on hypotheses the better the attraction, the better the purchase decision has sufficient evidence to reject H0. The empirical test results prove a significant influence between the celebrity endoser variables on purchasing decisions. it means that the better the celebrity endoser, the better the purchase decision. The results by testing the role data of Pull mediation variable towards celebrity endoser and purchasing decisions are explained in the figure above with t-score of 2.2787079 and p-value of 0.2268443. The results of the statistical data show that with a cur-off value t-Score ≥ 1.98 and a significance level ≤ 0.05, the Attraction is able to mediate celebrity endoser variables and purchasing decisions. Hypothesis test results show that celebrity endoser has an effect on attractiveness, so the mediating role of celebrity endoser is fully mediated. The results by testing the role data of Pull mediation variable on advertising messages and purchasing decisions are described in the figure above with t-Score 3.75131804 and p-Value 0.00017591. The results of the statistical data show that with a cut-off value of t-Score ≥ 1.98 and a significance level of ≤ 0.05, the Attraction is able to mediate the variable advertising messages and purchasing decisions. Hypothesis test results show that advertising messages affect the attractiveness, then the mediating role of advertising messages is fully mediated.