PENGARUH CELEBRITY ENDORSEMENT TERHADAP BRAND CREDIBILITY DAN BRAND EQUITY (STUDI PADA ONLINE SHOP YANG TERDAPAT DI SOSIAL MEDIA-INSTAGRAM PRODUK FASHION)

Fera Nelfianti, Agus Sriyanto, Pambuko Naryoto

Abstract


Kehadiran internet dalam kehidupan manusia dijadikan sebagai tanda lahirnya media baru (New Media). Media sosial memudahkan para penggunanya untuk dapat ikut serta dalam mencari informasi, berkomunikasi, dan menjaring pertemanan dengan segala fasilitas dan aplikasi yang dimilikinya seperti Facebook, Instagram, Path dan Twitter. Dalam penelitian ini yang menjadi populasi adalah orang yang pernah membeli online shop yang terdapat di sosial media-instagram produk-produk fashion. Jumlah sampel yang digunakan pada penilitian ini adalah 110 orang responden. Berdasarkan rumusan masalah yang telah dijabarkan sebelumnya, maka tujuan dalam penelitian ini adalah , Untuk mengetahui dan menganalisis pengaruh celebrity endorsement terhadap brand credibility serta untuk   mengetahui dan menganalisis pengaruh celebrity   endorsement terhadap brand equity. Hasil penelitian didapat Celebrity Endorsement (X) secara parsial memiliki pengaruh signifikan terhadap variabel Brand Credibility (Y1) Celebrity Endorsement (X) secara parsial memiliki pengaruh signifikan terhadap variabel Brand Equity (Y2).


Keywords


Celebrity Endorsement; Brand Credibility; Brand Equity.

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DOI: https://doi.org/10.36080/jem.v10i2.1775

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