PENGARUH KREDIBILITAS PERUSAHAAN DAN PUBLIC FIGURE DALAM PERIKLANAN ONLINE TERHADAP SIKAP KONSUMEN
DOI:
https://doi.org/10.30651/blc.v14i01.1301Abstrak
ABSTRACTÂ
            Characteristics of public figures in advertising is often a critical success factor in promoting or advertising a product. Another factor that also needs to be considered is the credibility of the company. The credibility of the company becomes an important point that consumers always question. Credibility turns out to be the basis of long-term trust that is proven to be a crucial point in the development of a business.
           The purpose of this study examines the effect of credibility of the company and public figure in online advertising on consumer attitudes. The research method used is to test how the degree of relationship between research variables, surveys conducted on internet users in the city of Palopo. This study took a sample of 200 consumers as respondents with the method of analysis used is Structural Equation Model.
           The results of the analysis confirm that the credibility of companies and public figures have an influence on consumer attitudes toward advertising. The findings show that the credibility of companies and public figures plays an important role in stimulating consumer behavior both on attitudes toward advertising and increasing interest in purchases.
Keywords                  : Company Credibility, Public Figure and Consumer Attitude.
Correspondence to      : muhammadaqsa28@yahoo.co.id
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ABSTRAKÂ
           Karakteristik public figure dalam iklan sering kali menjadi faktor penentu keberhasilan dalam mempromosikan atau mengiklankan suatu produk. Faktor yang lain yang juga perlu diperhatikan adalah kredibilitas perusahaan. Kredibilitas perusahaan menjadi poin penting yang selalu dipertanyakan konsumen. Kredibilitas ternyata menjadi dasar terbentuknya kepercayaan jangka panjang yang terbukti menjadi poin krusial dalam pengembangan suatu bisnis.
           Tujuan penelitian ini menguji pengaruh kredibilitas perusahaan dan public figure dalam periklanan online terhadap sikap konsumen. Metode penelitian yang digunakan adalah menguji bagaimana derajat hubungan antara variabel penelitian, survei dilakukan pada pengguna internet di kota Palopo. Penelitian ini mengambil sampel sebanyak200 konsumen sebagai responden dengan metode analisis yang digunakan adalah Structural Equation Model.
           Hasil analisis menegaskan bahwa kredibilitas perusahaan dan public figure mempunyai pengaruh pada sikap konsumen terhadap iklan. Temuan menunjukkan bahwa kredibilitas perusahaan dan public figurememainkan peranan penting dalam men-stimulus perilaku konsumen baik sikap terhadap iklan, dan meningkatkan minat pembelian.
 Kata Kunci : Kredibilitas Perusahaan, Public Figure dan Sikap Konsumen.
Korespondensi : muhammadaqsa28@yahoo.co.id
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