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description Journal article public Buletin Studi Ekonomi

Peran Kredibilitas Merek Memediasi Kredibilitas Endorser dengan Ekuitas Merek (Studi pada Konsumen “Kartu AS” di Kota Denpasar)

Robby Sondakh, Ni Nyoman Kerti Yasa, I. Putu Gde Sukaatmadja
Diterbitkan Agustus 2016

Abstrak

: Empirically the Role of Brand Credibility to Mediate Endorser Credibility and The BrandEquity on Consumers. This study aims to investigate empirically the role of brand credibility to mediateendorser credibility and the brand equity on consumers “Kartu AS” in Denpasar, Bali. Respondents inthis study is the 200 customers of “Kartu AS” in the Denpasar City. The sampling method used ispurposive sampling method, with the customer's criteria of respondents, who had seen the advertiseand use “Kartu AS” at least 6 (six) months, as well as a minimum of a high school educationTesting thehypothesis of the study carried out by Structural Equation Modeling (SEM) with applications toolsAnalysis of Moment Structure (AMOS). The results showed that endorser credibility positive andsignificant impact on brand credibility, endorser credibility positive and significant impact on brandequity, brand credibility positive and significant impact effect on brand equity, and brand credibility isable to mediate significantly the effect of endorser credibility to brand equity.

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