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Abstract. This study aims to find out Abel Cantika as The BodyShop Endorser Product on the Youtube Channel, which consists of Endorser variables. Endorsers are famous people who can influence because of their achievements. The aim to be achieved by the existence of this research is to find out Risk, Physical Attractiveness, Credibiity, Amiability, Respect, Profession, Celebrity Audience Match, Trustworthiness, endorser Abel Cantika. This study uses Quantitative Descriptive Methodology, as well as using Student Population of Bandung Islamic University Faculty of Communication Sciences 2018, with purposive sampling so that the number of respondents in this study is 65. The method of data collection in this study used a questionnaire. With the results of a scale distribution with coefficients between 0.80 and 0.95 it is considered to have a very good level of reliability. For scales with coefficients between 0.70 and 0.80 it is considered to have a good level of reliability. For the scale coefficient between 0.60 and 0.70 it is considered to have a sufficient level of reliability. While for the scale coefficient below 0.6 means the level of reliability is bad. Conclusions based on the results of the study show that Abel Cantika is suitable as one of the endorsers of make-up or beauty, especially The BodyShop products in the presence of aspects of the role of the endorser.Keywords: Celebrity Endorser Role, Risk, Physical Attractiviness, Credibility, Amiability, Respect, Profession, Celebrity Audience Match, and TrustworthinessAbstrak. Penelitian ini bertujuan untuk mengetahui Abel Cantika Sebagai Endorser Produk The BodyShop di Channel Youtube, yang terdiri dari variabel Endorser. Endorser adalah orang-orang terkenal yang dapat mempengaruhi karena prestasinya). Tujuan yang hendak dicapai dengan adanya penelitian ini adalah untuk mengetahui Risk, Physical Attractiviness, Credibiity, Amiability, Respect, Proffesion, Celebrity Audience Match, Trustworthiness, endorser Abel Cantika. Penelitian ini menggunakan Metodologi Deskriptif Kuantitatif, serta menggunakan Populasi Mahasiswi Fikom Universitas Islam Bandung angkatan 2018, dengan pengambilan sampel secara purposive sehingga jumlah responden penelitian ini sebanyak 65. Metode pengumpulan data pada penelitian ini menggunakan kuesioner. Hasil penelitian ini responden menjawab setuju dengan Abel Cantika sebagai endorser produk The BodyShop di Channel Youtube pada aspek Risk, Physical Attractiviness, Credibility, Amiability, Respect, Proffesion, Celebrity Audience Match, dan Trustworthiness. Dengan hasil distribusi skala dengan koefisien diantara 0.80 dan 0.95 dianggap memiliki tingkat reliabilitas yang sangat baik. Untuk skala dengan koefisien diantara 0.70 dan 0.80 dianggap memiliki tingkat reliabilitas yang baik. Untuk skala koefisien diantara 0.60 dan 0.70 dianggap memiliki tingkat reliabilitas yang cukup. Sedangkan untuk skala koefisien dibawah 0.6 berarti tingkat reliabilitasnya buruk. Simpulan berdasarkan hasil penelitian diketahui bahwa Abel Cantika cocok sebagai salah satu endorser make-up atau kecantikan terutama produk The BodyShop dengan adanya aspek-aspek peranan endorser tersebut.Kata Kunci: Peran Celebrity Endorser, Risk, Physical Attractiviness, Credibility, Amiability, Respect, Proffesion, Celebrity Audience Match, dan Trustworthiness |
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Peran Celebrity Endorser, Risk, Physical Attractiviness, Credibility, Amiability, Respect, Proffesion, Celebrity Audience Match, dan Trustworthiness |
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