Abstract
This study aims to explain the influence of endorser credibility on brand credibility, the influence of endorser credibility on brand equity, the influence of brand credibility on brand equity, and the role of brand credibility mediates the influence of endorser credibility on IM3 user brand equity in Denpasar City. This research was conducted in the area of ??Denpasar City using 170 respondents. Data collection method used is purposive sampling method with path analysis techniques. The results found that endorser credibility, had a positive and significant effect on brand credibility, endorser credibility had a positive and significant effect on brand equity, brand credibility had a positive and significant effect on brand equity, and brand credibility served as a partial mediation of the influence of endorser credibility and brand equity. IM3 providers need to pay attention to strong networks / signals, to be in line with consumer expectations. In addition, IM3 providers need to improve positive endorser credibility so that IM3 providers are able to create better brand equity for consumers.
 Keywords: brand credibility, endorser credibility, brand equity
Highlights
This study aims to explain the influence of endorser credibility on brand credibility, the influence of endorser credibility on brand equity, the influence of brand credibility on brand equity, and the role of brand credibility mediates the influence of endorser credibility on IM3 user brand equity in Denpasar City
The results found that endorser credibility, had a positive and significant effect on brand credibility, endorser credibility had a positive and significant effect on brand equity, brand credibility had a positive and significant effect on brand equity, and brand credibility served as a partial mediation of the influence of endorser credibility and brand equity
Hasil penelitian ini juga selaras dengan penelitian yang dilakukan oleh Tseng dan Lee (2011), Erdem dan Swait (2004), dan Biswas et al (2006) menyatakan bahwa kredibilitas merek mampu memediasi pengaruh kredibilitas endorser terhadap ekuitas merek secara signifikan
Summary
Berdasarkan Tabel 1 dapat dilihat dari jenis kelamin perempuan mendominasi responden penelitian lakukan yaitu sebanyak 54,12 persen dan lakilaki 45,88 persen. 60,58 persen, 27-36 tahun sebanyak 3,5 persen dan diatas 36 tahun sebanyak 3,5 persen. Dilihat dari pekerjaan responden 60 persen merupakan mahasiswa, 3,5 persen responden merupakan pengusaha, 30,58 merupakan karyawan swasta dan. Dilihat dari pendidikan yang diselesaikan responden, SMA/Sederajat sebesar 58,82 persen, S1 sebesar 28,23 persen, Diploma sebesar 11,17 persen, dan S2 sebesar 1,7 persen. Dilihat dari penghasilan atau uang saku responden. Kurang dari pertahun/bulan perbulan Rp 1 juta sebesar 32,35 persen, Rp 1 juta– Rp 3 juta sebanyak 51,76 persen,Rp 3 juta – Rp 5 juta sebanyak 14,11 persen dan diatas Rp 5 juta sebesar 1,7 persen. Berdasarkan hasil olah data, maka hasil uji regresi dapat disajikan dalam Tabel 2 berikut: Tabel 2
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