PERAN KREDIBILITAS MEREK MEMEDIASI PENGARUH KREDIBILITAS ENDORSER TERHADAP EKUITAS MEREK
| Main Authors: | Pratiwi, A.A. Sagung Dewi, Suasana, I Gst. A. Kt. Gd. |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2019
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| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/41725 https://ojs.unud.ac.id/index.php/Manajemen/article/view/41725/27417 |
Daftar Isi:
- Penelitian ini bertujuan untuk menjelaskan pengaruh kredibilitas endorser terhadap kredibilitas merek, pengaruh kredibilitas endorser terhadap ekuitas merek, pengaruh kredibilitas merek terhadap ekuitas merek, dan peran kredibilitas merek memediasi pengaruh kredibilitas endorser terhadap ekuitas merek pengguna IM3 di Kota Denpasar. Penelitian ini dilakukan di wilayah Kota Denpasar dengan menggunakan 170 responden. Metode pengumpulan data yang digunakan adalah metode purposive sampling dengan teknik analisis jalur. Hasil penelitian menemukan bahwa kredibilitas endorser, berpengaruh positif dan signifikan terhadap kredibilitas merek, kredibilitas endorser berpengaruh positif dan signifikan terhadap ekuitas merek, kredibilitas merek berpengaruh positif dan signifikan terhadap ekuitas merek, dan kredibilitas merek berperan sebagai mediasi parsial pengaruh antara kredibilitas endorser dan ekuitas merek. Provider IM3 perlu memperhatikan jaringan/signal yang kuat, agar sesuai dengan harapan konsumen. Selain itu, provider IM3 perlu meningkatkan kredibilitas endorser yang positif agar provider IM3 mampu menciptakan ekuitas merek yang lebih baik kepada konsumen. Kata kunci: kredibilitas merek, kredibilitas endorser, ekuitas merek
- 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