Pengaruh endorser credibility terhadap self brand connection dan brand equity
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022121025
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Ganawati
Subyek : Endorser credibility;Marketing management
Kata Kunci : self-brand connection, brand equity.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022121025_Halaman-judul.pdf | 18 | |
| 2. | 2017_TA_MJ_022121025_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022121025_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022121025_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022121025_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022121025_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022121025_Daftar-pustaka.pdf | ||
| 8. | 2017_TA_MJ_022121025_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh endorser credibility terhadap brand equity melalui self-brand connection pada produk olahraga Nike. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) endorser credibility berpengaruh positif terhadap brand equity, (2) endorser endorser berpengaruh positif terhadap self-brand connection, (3) self-brand connection berpengaruh positif terhadap brand equity.
T his study aims to test and analyze the effect of endorser credibility on brand equity through self-brand connection on Nike sports products. The sample used in this study amounted to 200 respondents and collected by purposive sampling method. The test is done by Structural Equation Model (SEM) method. The result of this research are (1) endorser credibility have positive effect to brand equity, (2) endorser endorser have positive effect to self-brand connection, (3) self-brand connection have positive effect to brand equity.
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