Pengaruh Celebrity Endorsement Terhadap Brand Credibility Dan Brand Equity Pada Online Shop Yang Terdapat Di Sosial Media-Instagram (Studi Pada Akun Vanilla Hijab)

Dewi, Yana Respati (2016) Pengaruh Celebrity Endorsement Terhadap Brand Credibility Dan Brand Equity Pada Online Shop Yang Terdapat Di Sosial Media-Instagram (Studi Pada Akun Vanilla Hijab). Magister thesis, Universitas Brawijaya.

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh penggunaan Celebrity Endorsement terhadap Brand Credibility dan Brand Equity pada online shop yang ada di sosial media Instagram. Jumlah sample dalam penelitian adalah sebanyak 110 responden konsumen Vanilla Hijab yang ada di seluruh Indonesia. Penelitian ini menggunakan teknik purposive sampling dengan kriteria sebagai berikut : (1) berusia 18 hingga 25 tahun. (2) memiliki akun Instagram dan mengenal online shop serta produk Vanilla Hijab dan telah melakukan pembelian produk secara online melalui aplikasi tersebut sebanyak minimal 2kali. Teknik analisis data yang dilakukan dengan menggunakan Partial Least Square (PLS) dengan SmartPLS 2.0. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan pada hubungan Celebrity Endorsement terhadap Brand Credibility, Brand Credibility terhadap Brand Equity dan Celebrity Endorsement terhadap Brand Equity melalui Brand Credibility. akan tetapi tidak ada pengaruh yang signifikan pada hubungan Celebrity Endorsement terhadap Brand Equity secara langsung. Hasil penelitian juga menunjukkan bahwa Brand Credibility memediasi secara penuh antara Celebrity Endorsement terhadap Brand Equity.

English Abstract

This aim of study was to determine the influence of Celebrity Endorsement on Brand Credibility and Brand Equity on onlineshop that registered in social media Instagram. Total sample of 110 consumers of Vanilla Hijab are used as respondend on this study, collected using purposing sampling technique with the following criteria : (1) have at least 18 untill 25 years. (2) have Instagram account and onlineshop well known, and has made purchased at least twice on Vanilla Hijab through that application. Data analysis technique used in this study is Partial Least Square (PLS) with SmartPLS 2.0. the result of this study indicate that there is significant influence on the relationship between Celebrity Endorsement to Brand Credibility, Brand Credibility to Brand Equity, and Celebrity Endorsement to Brand Equity trough Brand Credibility. However, there is no significant influence on relationship between Celebrity Endorsement to Brand Equity directly. In addition, the result of this study also showed that Brand Credibility is significant mediate the relationship between Celebrity Endorsement and Brand Equity perfectly.

Item Type: Thesis (Magister)
Identification Number: TES/659.19/DEW/p/2018/041802286
Uncontrolled Keywords: ENDORSEMENT IN ADVERTISING, CELEBRITICS, ADVERTISING, SOCIAL MEDIA
Subjects: 600 Technology (Applied sciences) > 659 Advertising and public relations > 659.1 Advertising > 659.19 Advertising specific kinds of organizations, products, services
Divisions: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Nur Cholis
Date Deposited: 18 Dec 2018 01:58
Last Modified: 21 Oct 2021 03:14
URI: http://repository.ub.ac.id/id/eprint/162200
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