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All Journal JBMR: Journal of Business and Management Review
Siti Nur Laily Rohmawati
Department of Sharia Business Management, Islamic Economic and Business Faculty, IAIN Surakarta, Jl. Pandawa Pucangan Kartasura Sukoharjo, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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How Credibility Endorser Strengthen Brand Equity: Case Study in Shoppe Consumers Siti Nur Laily Rohmawati
Journal of Business and Management Review Vol. 1 No. 1 (2020): (Issue-July)
Publisher : Profesional Muda Cendekia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (926.067 KB) | DOI: 10.47153/jbmr.v1i1.7

Abstract

The background of this study is the difference in research results, wherein the research conducted by Dewi (2017) where endorser credibility does not affect brand equity. While Spry (2011) and Sondakh (2015) endorser credibility have a significant effect on brand equity. This study aims to analyze the effect of endorser credibility on brand equity. The research sample is Post Millennial Shopee consumers with 100 respondents. The sampling technique uses probability sampling. Data processing and hypothesis testing using path analysis. The results showed that Endorser credibility affected brand credibility. Endorser credibility affects brand. Brand credibility affects brand equity, and Brand credibility mediates endorser credibility towards Brand equity.
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