PERAN BRAND IMAGE MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP BRAND LOYALTY
| Main Authors: | Puspita Dewi, Putu Arina Indah, Purnami, Ni Made |
|---|---|
| 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/46478 https://ojs.unud.ac.id/index.php/Manajemen/article/view/46478/30533 |
Daftar Isi:
- Penelitian ini bertujuan untuk menjelaskan peran brand image memediasi pengaruh kredibilitas celebrity endorser terhadap brand loyalty. Penelitian ini diharapkan dapat memberikan kontribusi empiris tentang pengaruh antara variable kredibilitas celebrity endorser, brand image dan brand loyalty bagi perkembangan ilmu pengetahuan dan menjadi bahan pertimbangan bagi manajemen perusahaan. Penelitian ini dilakukan di Kota Denpasar dengan melibatkan 100 responden yang menggunakan smartphone merek OPPO melalui metode purposive sampling. Pengumpulan data menggunakan penyebaran kuesioner. Teknik analisis data yang digunakan ialah analisis jalur dan uji sobel dimana sebelumnya telah di uji dahulu menggunakan uji asumsi klasik. Hasil penelitian menemukan bahwa kredibilitas celebrity endorser berpengaruh positif dan signifikan terhadap brand image dan brand loyalty. Brand image berpengaruh positif dan signifikan terhadap brand loyalty dan mampu memediasi secara signifikan pengaruh kredibilitas celebrity endorser terhadap brand loyalty. Penggunaan seorang celebrity endorser yang memilki kredibilitas baik akan meningkatkan brand image sehingga dapat menjaga brand loyalty. Kata kunci: kredibilitas celebrity endorser, brand image, brand loyalty
- This study aims to explain the role of brand image mediating the influence of celebrity endorser's credibility on brand loyalty. This research is expected to provide empirical contributions about the influence between the variable credibility of celebrity endorser, brand image and brand loyalty for the development of science and become a consideration for company management. This research was conducted in Denpasar City by involving 100 respondents who used the OPPO brand smartphone through a purposive sampling method. Data collection using questionnaires. The data analysis technique used is path analysis and sobel test where previously tested using the classic assumption test. The results of the study found that the credibility of the celebrity endorser had a positive and significant effect on brand image and brand loyalty. Brand image has a positive and significant effect on brand loyalty and is able to significantly mediate the influence of celebrity endorser's credibility on brand loyalty. The use of a celebrity endorser who has good credibility will increase the brand image so that it can maintain brand loyalty. Keywords: credibility of celebrity endorser, brand image, brand loyalty