Novianto, Ichsan (2019) Pengaruh kredibilitas celebrity endorser terhadap barnd equity: pengujian self-brand connection sebagai variabel pemediasi (studi analisis terhadap instagram @AdidasIndonesia. Masters thesis, Universitas Pelita Harapan.
Text (Title)
Title_watermark.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) |
||
|
Text (Abstract)
Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (233kB) | Preview |
|
|
Text (ToC)
ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (304kB) | Preview |
|
|
Text (Chapter 1)
Chapter 1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (422kB) | Preview |
|
Text (Chapter 2)
Chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (655kB) |
||
Text (Chapter 3)
Chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (288kB) |
||
Text (Chapter 4)
Chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (499kB) |
||
Text (Chapter 5)
Chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (175kB) |
||
|
Text (Bibliography)
Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (239kB) | Preview |
|
Text (Appendices)
Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) |
Abstract
The development of the current digital era and the proliferation of social media activities, especially for creative industries, use Instagram as a place for promotion through uploading photos and video links. This can build a strong relationship between brands and consumers. This study explains a number of insights regarding the relationship between credibility of Celebrity Endorser to Brand Equity mediated by Self-brand Connection, a sample of 150 respondents from the Adidas lovers community on Instagram account (@3foil.id) using a non-probability sampling method. Data analysis used the SmartPLS program to determine the influence between Celebrity Endorser, Brand Equity and Self-brand Connection mediating variables. After testing the research, it was found a significant effect or supported by Celebrity Endorser on Brand Equity, as well as positive effects on the Self-brand Connection mediating variable. / Perkembangan era digital saat ini serta menjamurnya aktivitas media sosial terutama kepada pelaku industri kreatif, memanfaatkan Instagram sebagai lahan untuk promosi melalui pengunggahan tautan foto dan video. Hal tersebut dapat membangun suatu hubungan yang kuat antara brand dengan konsumen. Penelitian ini menjelaskan sejumlah insight mengenai keterkaitan antara kredibilitas Celebrity Endorser kepada Brand Equity yang di mediasi oleh Self-brand Connection, sampel yang dikumpulkan sebanyak 150 responden dari komunitas pecinta Adidas pada akun Instagram @3foil.id dengan menggunakan metode non-probability sampling. Analisis data menggunakan program SmartPLS untuk mengetahui pengaruh antara Celebrity Endorser, Brand Equity dan variabel pemediasi Self-brand Connection. Setelah dilakukan uji penelitian, ditemukan pengaruh yang signifikan atau didukung antara Celebrity Endorser terhadap Brand Equity, serta efek positif kepada variabel pemediasi Self-brand Connection. Kata Kunci – Endorser Credibility, Brand Equity, Self-brand Connection, Brand Credibility, Brand Dynamics, Endorser-brand Congruence.
Item Type: | Thesis (Masters) | ||||||||
---|---|---|---|---|---|---|---|---|---|
Creators: |
|
||||||||
Contributors: |
|
||||||||
Additional Information: | T 19-17 NOV p | ||||||||
Uncontrolled Keywords: | Endorser Credibility ; Brand Equity ; Self-brand Connection ; Brand Credibility ; Brand Dynamics ; Endorser-brand Congruence | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management Current > Faculty/School - UPH Karawaci > Business School > Master of Management |
||||||||
Depositing User: | Phillips Iman Heri Wahyudi | ||||||||
Date Deposited: | 22 May 2021 02:51 | ||||||||
Last Modified: | 29 Sep 2021 03:27 | ||||||||
URI: | http://repository.uph.edu/id/eprint/35922 |
Actions (login required)
View Item |