PENGARUH CELEBRITY CHARACTERISTICS TERHADAP COMPANY REPUTATION MOBILE LEGEND GAME

Authors

  • Ramadhan Anggardajaya
  • Maria Apsari Sugiat

DOI:

https://doi.org/10.25124/jibr.v2i2.8390

Keywords:

Company Reputation, Celebrity Characteristics, Mobile Legend

Abstract

Salah satu bentuk strategi pemasaran yang saat ini sering dipakai demi tujuan tersebut adalah strategi Celebrity
endorsement. Karakteristik pribadi Celebrity endorser sangat berpengaruh terhadap efektivitas dari sebuah proses
endorsement. Karakteristik yang diperhatikan yaitu attractiveness, likeability, expertise, dan trustworthiness.
Penelitian ini bertujuan untuk menganalisis pengaruh endorsement bagi reputasi perusahaan dan melihat pengaruh
celebrity endorsement bagi company reputation yang dimoderasi masing-masing variabel celebrity characteristic
(attractiveness, likeability, expertise, dan trustworthiness).Penelitian ini dieksplorasi dengan metode kuantitatif.
Teknik pengumpulan data melalui kuisioner pengguna atau user Mobile Game, Mobile Legend di Indonesia sebanyak
286 sampel diambil berdasarkan teknik standar teknik Structural Equation Model menggunakan rumus slovin yang
diolah menggunakan software Smart-PLS. Penelitian ini menggunakan metode non-probability untuk pengujian
hipotesis dengan tahapan PLS-SEM (Partial Least Squares Structural Equation Modelling). Hasil penelitian
menunjukkan bahwa celebrity attractiveness mempunyai pengaruh positif dan signifikan terhadap reputasi
perusahaan, celebrity expertise mempunyai pengaruh positif dan signifikan terhadap reputasi perusahaan, celebrity
trustworthiness mempunyai pengaruh positif dan signifikan terhadap reputasi perusahaan, dan celebrity likeability
mempunyai pengaruh positif dan signifikan terhadap reputasi perusahaan

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Published

2025-01-13

Issue

Vol. 2 No. 2 (2024): November 2024

Section

Articles

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