William, William (2019) Analisis Pengaruh Endorser Credibility Terhadap Brand Equity pada Pengguna Instagram di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.
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Abstract
Penelitian ini bertujuan adalah untuk mengetahui hubungan yang terjadi pada endorser credibility terhadap brand equity pada pengguna Instagram. Variabel independen dalam penelitian ini adalah endorser credibility, variabel moderasi dalam penelitian ini adalah endorser-brand congruence dan variabel dependen adalah brand equity. Objek penelitian adalah kalangan umum cenderung kepada masyarakat kota Batam. Menggunakan metode purposive sampling, yang dimana dalam sampel harus mengkikuti karakteristik yang jadi tujuan utama pada penelitian ini. Pada penelitian ini memanfaatkan metode persamaan struktural (SEM) dalam menganalisis pengaruh variable independen pada variable dependen. Data tersebut kemudian dianalisis menggunakan smart PLS versi 3.0. Hasil penelitian ini adalah endorser credibility mempengaruhi signifikan terhadap brand equity. Endorser credibility mempengaruhi secara signifikan terhadap self-brand connection. Self-brand connection mempengaruhi signifikan terhadap brand equity. Endorser credibility berpengaruh signifikan terhadap brand equity yang dimoderasi oleh endorser-brand congruence. Endorser credibility berpengaruh signifikan terhadap self-brand connection yang dimoderasi oleh endorser-brand congruence. ********************************************************************** This research was conducted to identify the relationship that occurs to the credibility of endorsers on brand equity for Instagram users. Independent variable in this study is the endorsers credibility, the moderating variables in this study are the endorser-brand congruence and dependent variables are brand equity. This study employed the purposive sampling method by spreading 240 sets of questionnaires to Instagram users in Batam. The questionnaire contained 24 questions, each of them represented all-related variables and also the writer performed data processing using PLS version 3.0. The result of this research is the credibility of endorsers affects significantly to brand equity. The credibility of endorsers affects significantly to personal brand connections. Self-brand connection affects significantly to brand equity. Endorser credibility significantly affects brand equity that is moderated by the suitability of endorser brands. The credibility of endorsers significantly affects the brand connections that are moderated by the suitability of endorser brands.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | Similarity: 23 |
| Uncontrolled Keywords: | Endorser Credibility, Self-brand Connection, Endorser-brand Congruence, Brand Equity |
| Subjects: | H Social Sciences > HF Commerce > Business > Marketing. Distribution of products |
| Divisions: | School of Economic and Business > Accounting |
| SWORD Depositor: | Admin Repository Universitas Internasional Batam |
| Depositing User: | Admin Repository Universitas Internasional Batam |
| Date Deposited: | 19 Oct 2019 04:29 |
| Last Modified: | 19 Oct 2019 04:29 |
| URI: | http://repository.uib.ac.id/id/eprint/1682 |
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