PERAN KREDIBILITAS MEREK MEMEDIASI PENGARUH KREDIBILITAS ENDORSER TERHADAP EKUITAS MEREK

Abstract

This study aims to explain the influence of endorser credibility on brand credibility, the influence of endorser credibility on brand equity, the influence of brand credibility on brand equity, and the role of brand credibility mediates the influence of endorser credibility on IM3 user brand equity in Denpasar City. This research was conducted in the area of ??Denpasar City using 170 respondents. Data collection method used is purposive sampling method with path analysis techniques. The results found that endorser credibility, had a positive and significant effect on brand credibility, endorser credibility had a positive and significant effect on brand equity, brand credibility had a positive and significant effect on brand equity, and brand credibility served as a partial mediation of the influence of endorser credibility and brand equity. IM3 providers need to pay attention to strong networks / signals, to be in line with consumer expectations. In addition, IM3 providers need to improve positive endorser credibility so that IM3 providers are able to create better brand equity for consumers. Keywords: brand credibility, endorser credibility, brand equity