Artikel Ilmiah : C1K009056 a.n. FACHRIZA ABDILLAH
| NIM | C1K009056 |
|---|---|
| Namamhs | FACHRIZA ABDILLAH |
| Judul Artikel | ANALYSIS OF THE INFLUENCE ENDORSER CREDIBILITY TOWARD BRAND EQUITY OF THE BRAND ENDORSER (Study of advertising of Yamaha motor in Indonesia) |
| Abstrak (Bhs. Indonesia) | Tujuan dari penelitian ini adalah untuk menganalisa pengaruh attractiveness, expertise juga trustworthiness terhadap endorser credibility, dan untuk menganalisa pengaruh dari endroser credibility terhadap brand credibility. Terakhir untuk menganalisa brand credibility dan endorser credibility terhadap brand equity Yamaha Motor. Jenis dari research ini adalah metode survey. Penelitian ini dilakukan di Purwokerto. Populasi dari penelitian ini adalah orang Indonesia yang berada di Purwokerto. Penelitian ini menggunakan 150 responden. Teknik pengambilan sampel dari data analisis menggunakan Structural Equation Modelling (SEM) analisis. Mengacu pada hasil dari SEM analisis, dapat disimpulkan bahwa attractiveness, expertise, dan juga trustworthiness memiliki pengaruh terhadap endorser credibility, endorser credibility memiliki pengaruh terhadap brand credibility, dan juga endorser dan brand credibility memiliki pengaruh terhadap brand equity. Berdasarkan pada kesimpulan, dinyatakan bahwa sebagai usaha untuk meningkatkan endorser credibility, manajemen dari Yamaha Motor di indonesia perlu membuat prioritas dalam atrractiveness, expertise, dan trustworthiness, lalu sebagai usaha untuk meningkatkan brand credibiltiy, manajemen Yamaha perlu memprioritaskan endorser credbility, dan juga sebagai usaha untuk meningkatkan brand equity, manajemen perlu memprioritaskan endorser credbility dan brand equity. |
| Abtrak (Bhs. Inggris) | The purposes of research were to analyze the effects of attractiveness, expertise, and trustworthiness on endorser credibility, and to analyze the effects of endorser credibility on brand credibility. In the end, to analyze the effects of endorser credibility and brand credibility on brand equity. Type of this research was a survey method. This research was conducted at Purwokerto. Population of this research was people in Purwokerto. This research used 150 respondents. Sampling technique used was convenience sampling. The technique of data analysis used was Structural Equaltion Modelling (SEM) analysis. Refers to the result of SEM analysis, it can be concluded that attractiveness, expertise, trustworthiness have effects on endorser credibility, endorser credibility has effects on brand credibility and so endorser and brand credibility have effects on brand equity. Based on the conclusions, it can be implied that as an effort to increase endorser credibility, the management of Yamaha in Indonesia needs to make priority on attractiveness, expertise and trustworthiness, then as an effort to increase brand credibility, the management of Yamaha in Indonesia needs to make priority on endorser credibility and so as an effort to increase brand equity, the management of Yamaha in Indonesia needs to make priority on endorser and brand credibility. |
| Kata kunci | Celebrity endorser, attractiveness, expertise, trustworthiness, source of credibility, brand equity. |
| Pembimbing 1 | Dr. Suliyanto, S.E., M.M. |
| Pembimbing 2 | Weni Novandari, S.E., M.M. |
| Pembimbing 3 | Porf. Dr. H. Agus Suroso., M.M. |
| Tahun | 2014 |
| Jumlah Halaman | 19 |
| Tgl. Entri | 2014-11-18 09:54:53.759279 |