Paket Lengkap Tugas Self-Brand Connection Dalam Memediasi Efek Dapat Dipercaya Endorser Terhadap Merk Equity Pada Merk Guess
ABSTRACT: The emergence of the intense competition in the field of fashion business requires marketers to be more careful and creative in marketing their products. This study was conducted to clarify the effect of endorser credibility to self-brand connection and merk equity, the effect of self-brand connection to the merk equity, and the role of self-brand connection in mediating the effect of endorser credibility to the merk equity. This research was conducted in Badung with a sample size of 120 respondents using purposive sampling and accidental sampling. The collection of data obtained from the results of questionnaires using a five-point Likert scale used to measure 12 indicators using Path analysis and Sobel test. The results showed that the credibility of the endorser and self-brand connection significantly positive effect on merk equity, self-brand connection is of significance is able to mediate the relationship between the credibility of the endorser of the merk equity. These results indicate that self-brand connection an important role in how the credibility of an endorser who will have an impact on merk equity.
KEYWORDS: endorser credibility, self-brand connection, merk equity
Penulis: Ni Putu Maha Dewi Widyajayanti, A.A Gede Agung Artha Kusuma
Kode Jurnal: jpmanajemendd170135
