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Rifky, Rifky
Universitas Muhammadiyah Prof. DR. HAMKA
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Journal : Devotion: Journal of Research and Community Service

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The Role of Brand Equity Mediates The Influence of Endorser Credibility and Brand Experience on Wardah Product Purchase Intention Mustofa, Mustofa; Irfansyah, Putra; Rifky, Rifky; Curatman, Aang
Devotion : Journal of Research and Community Service Vol. 5 No. 8 (2024): Devotion: Journal of Community Research
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v5i8.780

Abstract

This study is to find out the role of Brand Equity in mediating the influence of Credibility Endorser and Brand Experience on Purchase Intention of wardah products. A study found that endorsers who are considered knowledgeable, reliable, and physically attractive are considered credible. They generate a positive attitude towards the endorsed brand and increase Purchase Intention. The data source used in this study is primary data. Primary data collection was carried out by distributing questionnaires to users of Wardah skincare products in Cirebon City to find out their behavior in making purchases through Google Form. A sample of 150 respondents was used for analysis. data analysis using SmartPLS SEM. Based on the data analysis that has been carried out, Brand Experience and Brand Equity have a positive and significant effect on Purchase Intention, Credibility Endorser has a positive but not significant effect on Brand Equity, and Brand Equity has a positive and significant effect on Purchase Intention, Brand Equity acts as a mediator of the influence of Credibility Endoser and Brand Experience on Purchase Intention. Purchase Intention will be better if Credibility Endorser and Brand Experience are mediated by Brand Equity, meaning that in an effort to increase Purchase Intention, Brand Experience needs to be improved without forgetting Brand Equity which is a mediating variable.
Co-Authors Aby Elsa Putra Acep Saputra Ade Irza Fahrezi Adittia Fajar Agus Fikri Agus Fikri Agus Fikri Agus Fikri Agus Fikri Akhmad Rizal Dzikrillah Amirullah, Gufron Andika Prasetya Ar Rasyid, Arif Fikry Arif Widodo Ario Kilat Buono Avorizano, Arry Buono, Ario Kilat Cahyani, Regita Septia Cahyono, Fajar Nur Curatman, Aang Dan Mugisidi Delvis Agusman Delvis Agusman Delvis Agusman Dicky Wyldan Putra Permana Dimas Priyuko Tri Asmoro Dimas Priyuko Tri Asmoro, Dimas Priyuko Tri Asmoro Efendi, M Shofriyan Faldy Irwiensyah Fauzi, Herman Febriansyah, Fikri Fikri, Agus Fikri, Agus Gusto Arif Tansah Hafizh Raihan Hamzah, Arif Herliani Igi Putra Moran Purba imam sobirin, muhammad Irfansyah, Putra Kurnia Sandi Oktaris Lumowa, Sonja V.T M Yusuf D M. Imam Sobirin M. Mujirudin M. Naufal Fadrurrahman M. Rafi Cahya Firdaus M. Ravi Cahya Firdaus M. Shofriyan Efendi Miftah Almunir Mohammad Arfan Muzakkir Mohammad Mujirudin Mohammad Mujirudin Mohammad Mujirudin Mohammad Yusuf Djeli Mohammad Yusuf Djeli Muhammad Fahmi Nurhidayat Muhammad Imam Sobirin Muhammad Isya Ramdhany Muharom4, Vazri Muhidal Wasi Mujirudin, Mohammad Mustofa Mustofa Muzakkir, Mohammad Arfan Nazilul Muttaqin Nautica Nofendri, Yos Nur Rohman Nur rohman Oktabiansyah, Tobi Oktarina Heriyani Oktarina Heriyani Pancatatva Hesti Gunawan Pandu Kusuma Pangestu Perdana, Ana Wahyu Putra, Aby Elsa Regita Septia Cahyani Reyhan Martin Firnanda Reza Ferizal Akbar Rezha Apriansyah Riyan Ariyansah Saddam Firly Mustarisiam Saputra, Ferdyan Arif Mawanda Sepannur Bandri Setiawan , Eki Hadi Sri Purwati, Sri Sri Wahyuni Tasyrik Al Qaida Thoriq Muhammad Nur Zain Vazri Muharom Wahyu Kuncoro Wasi, Muhidal Wati Sukmawati Wijaya, Victor Indra Zuriman Anthony