Analisis Pengaruh Endorser Credibility pada Brand Equity dan Minat Beli Konsumen (Studi Kasus Produk TOP Coffee)
| Main Author: | Dewantoro, Reza Rizky; Universitas Bakrie |
|---|---|
| Format: | Article application/pdf eJournal |
| Bahasa: | ind |
| Terbitan: |
Universitas Bakrie
, 2015
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| Online Access: |
http://journal.bakrie.ac.id/index.php/jurnal_ilmiah_ub/article/view/1242 |
Daftar Isi:
- Daya tarik dari suatu iklan diukur dari seberapa besar iklan mampu menarik perhatian pemirsanya. Salah satu cara agar suatu merek dapat dikenal cepat adalah dengan menggunakan endorser yang kredibel. Penelitian ini bertujuan untuk menganalisis pengaruh kredibilitas model iklan pada ekuitas merek serta minat beli konsumen. Objek penelitian ini merupakan produk kopi instan TOP Coffee. Penelitian ini melibatkan 162 responden yang merupakan penikmat kopi instan. Studi ini menemukan bahwa kredibilitas model iklan berpengaruh positif pada ekuitas merek. Kredibilitas model iklan juga menunjukkan pengaruh yang positif pada minat beli. Artinya, semakin tinggi kredibilitas model iklan akan mempertinggi minat beli konsumennya. Di samping itu, ekuitas merek juga berpengaruh signifikan secara positif pada minat beli. Kata kunci: Kedibilitas Model Iklan, Ekuitas Merek, Minat beli. ABSTRACT The appeal of an advertisement is measured by how much advertising can attract the attention of viewers. 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