Halim, Sharon Vanessa (2023) PERAN MEDIASI BRAND CREDIBILITY PADA CELEBRITY CREDIBILITY DALAM MEMBANGUN BRAND EQUITY DAN HUBUNGAN PELANGGAN YANG TAK TERGOYAHKAN (STUDI KASUS PADA MAHASISWA TANGERANG). Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan dari dikonduksinya penelitian ini ialah menganalisis pengaruh celebrity credibility terhadap brand credibility, brand equity, dan relationship continuity expectation secara langsung, serta pengaruh terhadap brand equity dan relationship continuity expectation secara tidak langsung melalui brand credibility di kalangan mahasiswa program S1 di Universitas Pelita Harapan. Subjek dari penelitian merupakan sejumlah 319 responden yang mengenyam pendidikan tingkatan S1 di Universitas Pelita Harapan dari fakultas manapun yang sekarang berstatus sebagai mahasiswa aktif. Penelitian merupakan penelitian bermetoda kuantitatif yang mengambil/mengumpulkan sampel melalui metode purposive sampling. Metode analisis dari data yang dikumpulkan dalam peneltiian ini menggunakan Partial Least Square-Structural Equation Modelling (PLS-SEM) melalui perangkat/aplikasi SmartPLS 4. Olahan yang dihasilkan dari penelitian ini menunjukkan adanya pengaruh langsung dan positif yang dibawa oleh variabel celebrity credibility terhadap brand credibility, brand equity, dan relationship continuity expectation, serta pengaruh tidak langsung dan positif yang dibawa oleh variabel celebrity credibility terhadap brand equity dan relationship continuity expectation yang dimediasi oleh brand credibility.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Celebrity Credibility; Brand Credibility; Brand Equity; Relationship Continuity Expectation | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | SHARON VANESSA HALIM | ||||||||
Date Deposited: | 22 Dec 2023 03:55 | ||||||||
Last Modified: | 22 Dec 2023 03:56 | ||||||||
URI: | http://repository.uph.edu/id/eprint/59637 |
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