PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BERKUNJUNG MASYARAKAT TERHADAP EVENT VINDES SPORT

Ian Virgiawan, - and Dally Nur Arif, - and Gilang Pratama Putra, - (2025) PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BERKUNJUNG MASYARAKAT TERHADAP EVENT VINDES SPORT. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Pertumbuhan sport tourism di Indonesia mendorong munculnya event olahraga berbasis hiburan seperti Vindes Sport, yang memanfaatkan celebrity endorser sebagai strategi promosi utama. Populasi dan sampel penelitian ini adalah responden berusia 17–30 tahun yang pernah menyaksikan atau menghadiri event Vindes Sport sebanyak 389 responden sampel dipilih menggunakan teknik purposive sampling dan dianalisis dengan menggunakan metode kuantitatif dan dilakukan dengan menggunakan regresi linier berganda. Penelitian ini menyimpulkan bahwa hanya variabel Attraction yang berpengaruh signifikan terhadap minat berkunjung masyarakat. Berdasarkan hasil pengujian yang dilakukan secara simultan disimpulkan bahwa (Visibility, Credibility, Attraction, dan Power) secara bersamasama berpengaruh signifikan terhadap Minat berkunjung. Hasil penelitian ini membuktikan bahwa minat beli konsumen hampir sepenuhnya dapat dijelaskan oleh variabel independen. Hal ini membuktikan dari perhitungan koefisien determinasi dengan nilai R square sebesar 26,9%. Dari keempat variabel celebrity endorsement tersebut, variabel yang paling berpengaruh dominan terhadap minat beli yaitu variabel daya tarik (Attraction). Penelitian ini menyimpulkan bahwa keberhasilan promosi event olahraga sangat dipengaruhi oleh figur selebriti yang tidak hanya populer, tetapi juga kredibel dan memiliki daya tarik emosional. Penelitian lanjutan disarankan untuk mengeksplorasi variabel mediasi seperti brand image atau social media engagement guna memperluas pemahaman tentang efektivitas celebrity endorsement dalam konteks event pariwisata. Kata kunci: Celebrity Endorser, Event Olahraga, Minat Berkunjung, Sportainment, Vindes Sport. The growth of sport tourism in Indonesia has led to the emergence of entertainment-based sporting events such as Vindes Sport, which utilizes celebrity endorsers as a key promotional strategy. The population and sample in this study consisted of individuals aged 17–30 years who had attended or watched Vindes Sport, with a total of 389 respondents selected through purposive sampling. The study employed a quantitative method and was analyzed using multiple linear regression. The findings indicate that only the Attraction variable has a significant effect on visit intention. However, when tested simultaneously, all four variables (Visibility, Credibility, Attraction, and Power) were found to have a significant combined effect on visit intention. The results also show that consumer visit intention can be largely explained by the independent variables, as reflected in an R square value of 26.9%. Among the four celebrity endorsement variables, Attraction was identified as the most dominant influence on visit intention. This study concludes that the success of promotional strategies for sporting events is strongly influenced by celebrities who are not only popular but also credible and emotionally appealing. Future research is recommended to explore mediating variables such as brand image or social media engagement to enhance the understanding of celebrity endorsement effectiveness in the context of tourism events. Keywords: Celebrity Endorser, Sportainment, Sports Event, Visit Intention, Vindes Sport.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=RR2KEbYAAAAJ&view_op=list_works&gmla=AH8HC4zKUZidFnjHx1GB7uaD384ML7_wGOrLqWq9r2ScI5VDYKJ9fT8IpRuAi1tw0G5lzZh4K0w3Dm_K_gBo-dVg_zDizUSSva4ymuI8R2kidmTnGptIiIfpqpsg88hCN84 ID SINTA Dosen Pembimbing: Dally Nur Arif: 6745748 Gilang Pratama Putra: 6786959
Uncontrolled Keywords:	Celebrity Endorser, Event Olahraga, Minat Berkunjung, Sportainment, Vindes Sport. Celebrity Endorser, Sportainment, Sports Event, Visit Intention, Vindes Sport.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Sumedang > S1 Industri Pariwisata
Depositing User:	Ian Virgiawan
Date Deposited:	21 Aug 2025 08:14
Last Modified:	21 Aug 2025 08:14
URI:	http://repository.upi.edu/id/eprint/135332

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