PERAN SELF-BRAND CONNECTION DALAM MEMEDIASI PENGARUH KREDIBILITAS ENDORSER TERHADAP BRAND EQUITY PADA BRAND 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
brand equity, the effect of self-brand connection to the brand equity, and the
role of self-brand connection in mediating the effect of endorser credibility
to the brand 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 brand equity, self-brand
connection is of significance is able to mediate the relationship between the
credibility of the endorser of the brand equity. These results indicate that
self-brand connection an important role in how the credibility of an endorser
who will have an impact on brand equity.
KEYWORDS: endorser credibility, self-brand connection, brand equity
Penulis: Ni Putu Maha Dewi
Widyajayanti, A.A Gede Agung Artha Kusuma
Kode Jurnal: jpmanajemendd170135
