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All Journal Kajian Branding Indonesia
Christina, Nathania
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Persepsi Konsumen dari Personal Brand Korean Celebrity Endorser terhadap Brand Love dengan Mediasi Lokal Brand Equity Evelyn, Brigitta; Christina, Nathania; Yosevina, Christiana; Amelia, Novi
Kajian Branding Indonesia Vol 6 No 1 (2024): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.6.1.1-14

Abstract

The phenomenon of the Korean wave in Indonesia has changed and influenced the perception of Indonesian society. In view of this phenomenon, various Indonesian local brands in the skincare industry use Korean Celebrity as a celebrity endorser in their marketing strategy that will have an effect on local brand equity to ultimately affect brand love. The theories applied to the study are celebrity endorsers, local brand equity, and brand love. The study also used a quantitative approach through the dissemination of a questionnaire with a total of 288 respondents and statistical tests to find a supposed relationship with SEM methods using AMOS 24 software. The findings of this study produced information in the world of marketing in the local brand industry Indonesia, that is there was a significant positive relationship between expertise and local brand equity, but the results of this research showed no influence between attractiveness and local brand equity.
Co-Authors Amelia, Novi Evelyn, Brigitta Yosevina, Christiana