Pengaruh Celebrity Endorsement ENHYPEN terhadap Minat Beli Produk Entrasol O'Live Milk melalui Brand Identification.

Abstract

Celebrity endorsement idola K-Pop semakin banyak digunakan sebagai strategi pemasaran emosional untuk memengaruhi perilaku konsumen muda. Penelitian ini bertujuan menganalisis pengaruh celebrity endorsement ENHYPEN terhadap minat beli produk Entrasol O’Live Milk melalui brand identification. Data dikumpulkan dari 157 responden yang dipilih melalui purposive sampling dan dianalisis dengan SEM-PLS. Sebagian besar responden merupakan perempuan Generasi Z, berstatus pelajar atau mahasiswa, berdomisili di Jabodetabek, serta aktif menggunakan TikTok dan Instagram lebih dari empat jam per hari. Hasil penelitian menunjukkan bahwa celebrity endorsement ENHYPEN berpengaruh signifikan terhadap brand identification (ß = 0,608; p < 0,001) dan minat beli (ß = 0,546; p < 0,001). Brand identification berpengaruh signifikan terhadap minat beli (ß = 0,258; p < 0,001) serta memediasi pengaruh celebrity endorsement terhadap minat beli (ß = 0,157; p < 0,001). Perusahaan direkomendasikan untuk mempertahankan ENHYPEN sebagai celebrity endorser, memperkuat komunikasi keunggulan diferensiasi produk berbasis ekstrak zaitun, serta meningkatkan konversi minat beli menjadi pembelian aktual melalui penguatan bukti sosial.

Celebrity endorsement by K-Pop idols is increasingly used as an emotional marketing strategy to influence young consumers’ purchase intention. This study aims to analyze the effect of ENHYPEN's celebrity endorsement on purchase intention toward Entrasol O’Live Milk through brand identification. Data were collected from 157 respondents selected by purposive sampling and analyzed using SEM-PLS. Most respondents were female and Generation Z, were high school or university students, resided in Jabodetabek, and actively used TikTok and Instagram for more than four hours per day. The results show that ENHYPEN's celebrity endorsement has a significant effect on brand identification (ß = 0.608; p < 0.001) and purchase intention (ß = 0.546; p < 0.001). Brand identification also has a significant effect on purchase intention (ß = 0.258; p < 0.001) and mediates the relationship between celebrity endorsement and purchase intention (ß = 0.157; p < 0.001). The company is recommended to maintain ENHYPEN as its celebrity endorser, strengthen communication regarding the product's unique differentiation based on olive extract, and enhance the conversion of purchase intention into actual purchases through stronger social proof.