Pengaruh Cultural Proximity Melalui Bahasa dan Tipe Endorser dalam Iklan Visual Terhadap Tendensi Pembelian Konsumen

Shafanissa Sefia Hanin

doi:10.36418/syntax-literate.v10i7.60695

Shafanissa Sefia Hanin Universitas Airlangga Surabaya

DOI: https://doi.org/10.36418/syntax-literate.v10i7.60695

Keywords: iklan visual, cultural proximity, bahasa lokal, endorser loka, tendensi pembelian konsumen

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh bahasa dan tipe endorser dalam iklan visual terhadap tendensi pembelian konsumen dengan cultural proximity sebagai variabel mediasi, khususnya dalam konteks budaya Jawa Timur. Dengan menggunakan pendekatan kuantitatif dan desain eksperimen faktorial 2x2, penelitian ini melibatkan 120 responden yang dibagi ke dalam empat kelompok perlakuan berdasarkan kombinasi bahasa (Jawa Timur vs. Indonesia standar) dan tipe endorser (lokal vs. non-lokal). Hasil uji ANOVA dan analisis mediasi menunjukkan bahwa baik penggunaan bahasa lokal maupun endorser lokal secara signifikan meningkatkan persepsi cultural proximity konsumen. Selain itu, interaksi antara kedua variabel tersebut menunjukkan efek sinergis terhadap cultural proximity. Analisis korelasi dan mediasi mengungkapkan bahwa cultural proximity berpengaruh positif kuat terhadap tendensi pembelian, serta memediasi hubungan antara elemen iklan visual dan niat beli konsumen secara parsial. Efek mediasi cultural proximity sebesar 67,3% dalam hubungan bahasa dan tendensi pembelian, serta 64,6% dalam hubungan tipe endorser dan tendensi pembelian. Temuan ini menegaskan pentingnya elemen budaya lokal dalam strategi komunikasi pemasaran, dan menyarankan bahwa integrasi bahasa dan endorser lokal dapat memperkuat keterhubungan emosional konsumen terhadap merek. Penelitian ini memberikan kontribusi teoretis terhadap literatur cultural proximity dan memberikan implikasi praktis bagi pengembangan strategi iklan yang lebih kontekstual dan efektif di wilayah dengan kekhasan budaya yang kuat.

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