Peran Inovasi Produk dan Celebrity Endorsement dalam Membentuk Minat Beli Konsumen

Kurniadi Prastowo dan Tyas Rengganis Andrianawati

Abstract

Penelitian ini bertujuan untuk menghasilkan informasi berupa penjelasan yang lebih mendalam tentang pengaruh inovasi poduk dan celebrity endorsement terhadap minat beli, dan memperoleh hasil dari olahan data tentang seberapa besar pengaruh inovasi produk dan celebrity endorsement terhadap minat beli. Responden penelitian ini sebanyak 134 responden, secara umum pengukuran dilakukan dengan menggunakan metode multiple regression. Hasil yang
didapatkan dari analisis penelitian ini adalah berdasarkan hasil t hitung X1 = 5,723 dan t tabel 1,656 sehingga t hitung > t tabel, Ho ditolak H1 diterima, artinya bahwa inovasi produk memiliki pengaruh signifikan dengan minat beli. Hasil t hitung X2 = 4,251 dan t tabel 1,977 sehingga t hitung > t tabel, Ho ditolak H2 diterima, artinya bahwa celebrity endorsement memiliki pengaruh signifikan dengan minat beli. Hasil uji F di peroleh f hitung = 66,561 > f tabel = 3,07, dengan
demikian dari hasil nilai F tersebut hasilnya adalah penolakan terhadap hipotesis nol, Ho ditolak dan H3 diterima, artinya variabel inovasi produk dan celebrity endorsement secara bersamasama berpengaruh signifikan terhadap minat beli.

Kata Kunci : Inovasi Produk, Celebrity Endorsement, Minat Beli.

Abstract

This study aims to understand a more in-depth explanation of the influence of product innovation and celebrity endorsement on purchase intention, and obtain results from processed data about how much influence product innovation and celebrity endorsements on purchase intention. The respondents of this study were 134 respondents, in general, measurements are made using the multiple regression method. The results obtained from the analysis of this study are based on the
results of t arithmetic X1 = 5.723 and t table 1.656 so that t count > t table, Ho is rejected, H1 is accepted, meaning that product innovation has a significant influence with purchase intention. The results of t count X2 = 4.251 and t table 1.977 so that t count > t table, Ho is rejected, H2 is accepted, meaning that celebrity endorsement has a significant influence with purchase intention. The results of the F test are obtained f count = 66.561 > f table = 3.07, thus from the results of the F value the result is a rejection of the null hypothesis, Ho is rejected and H3 is accepted, meaning that the product innovation variable and celebrity endorsement simultanously have a significant influence on purchase intention.

Keywords : Product Innovation, Celebrity Endorsement, Purchase Intention.