Pengaruh Celebrity Endorser Cristiano Ronaldo Terhadap Sikap Mahasiswa Surabaya Pada Iklan Shopee 9.9 Super Shopping Day

Abadi, Marini Fildzah (2020) Pengaruh Celebrity Endorser Cristiano Ronaldo Terhadap Sikap Mahasiswa Surabaya Pada Iklan Shopee 9.9 Super Shopping Day. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The increasing level of e-commerce competition in Indonesia has made businessmen increasingly use mass media advertising to attract consumers. One of them is by utilizing the appeal and credibility of celebrity endorsers, which are creative strategies in the use of advertising. Shopee uses international footballer Cristiano Ronaldo as a celebrity endorser in Shopee 9.9 super shopping day advertisements. Since its release, the ad has become viral and has caused various reactions in the community. This study aims to determine whether there is a significant or partial influence between celebrity endorser trustworthiness, expertise, attractiveness, respect, and similarity to the attitudes of Surabaya students. This study uses the theory of S-O-R (stimulus-organism-response). The method used is quantitative research with descriptive data types. The sampling technique uses purposive sampling. Data collection using an online questionnaire for students studying in Surabaya. Analysis of the data used is computerized multiple linear regression analysis with the SPSS 25.0 program. Based on the results of the t-test that has been done, the celebrity endorser trustworthiness, attractiveness and similarity variables have a positive and significant influence on the attitude of Surabaya students. The highest indicator that can attract respondents' attention to see and understand advertising is the trustworthiness, of Cristiano Ronaldo and shows the neutral attitude of students towards the ad.

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