Electronic Theses and Dissertation

Makanan aceh merupakan salah satu kuliner indonesia yang memiliki cita rasa yang khas dan unik. namun, masih banyak masyarakat yang belum mengetahui makanan aceh dan masih kurangnya minat pembeli terhadap makanan tersebut. hal ini terjadi karena masih kurangnya strategi promosi yang efektif dalam mempromosikan produk makanan aceh. selama ini para pelaku umkm di banda aceh menggunakan beragam strategi promosi untuk memperkenalkan produk makanan aceh, namun masih kurangnya promosi dengan menggunakan platform digital. tujuan dari penelitian ini untuk menganalisis bagaimana pengaruh strategi promosi (celebrity endorsement, electronic word of mouth dan social media marketing) terhadap minat beli makanan aceh melalui brand image sebagai variabel intervening. teknik pengambilan sampel dilakukan menggunakan non probability sampling dengan teknik purposive sampling. jumlah sampel yang digunakan sebanyak 117 responden. data dianalisa dengan menggunakan analisis structural equation modelling (sem) dengan bantuan software amos 22.0. hasil dari penelitian ini menunjukkan bahwa social media marketing dan celebrity endorsement berpengaruh signifikan terhadap brand image, sedangkan electornic word of mouth tidak berpengaruh signifikan terhadap brand image. variabel brand image berpengaruh signifikan terhadap minat beli. sehingga dapat dinyatakan bahwa variabel social media marketing dan celebrity endorsement juga berpengaruh terhadap variabel minat beli melalui brand image sebagai variabel intervening. oleh karena itu pelaku umkm produk makanan aceh harus berusaha meningkatkan citra produk makanan aceh untuk meningkatkan minat beli dengan memanfaatkan social media marketing dan celebrity endorsement. kata kunci: brand image, celebrity endorsement, electronic word of mouth, social media marketing, structural equation modelling.

Acehnese food is one of Indonesian culinary delights that has a distinctive and unique taste. However, there are still many people who do not know Acehnese food and there is still a lack of buyer interest in this food. This happens because there is still a lack of an effective promotion strategy in promoting Acehnese food products. MSME actors (Micro, Small and Medium Enterprises) in Banda Aceh are currently using various promotional strategies to introduce Acehnese food products, but there is still a lack of promotion using digital platforms. The purpose of this study was to analyze how the influence of promotional strategies (Celebrity Endorsement, electronic word of mouth and Social media marketing) on buying interest in Acehnese specialties through brand image as an intervening variable. The sampling technique was carried out using non-probability sampling with a purposive sampling technique. The number of samples used was 117 respondents. Data were analyzed using Structural Equation Modeling (SEM) analysis with the help of AMOS 22.0 software. The results of this study indicate that Social media marketing and Celebrity Endorsement have a significant effect on brand image, while electronic word of mouth has no significant effect on brand image. Brand image variable has a significant effect on purchase intention. So it can be stated that Social media marketing and Celebrity Endorsement variables also influence purchase intention through brand image as an intervening variable. MSME actors in Aceh food products must try to improve the image of Aceh food products in the eyes of consumers to increase interest in buying these products by utilizing Social media marketing and Celebrity Endorsements. Keywords: Brand Image, Celebrity Endorsement, Electronic Word of Mouth, Social Media Marketing, Structural Equation Modelling.