PERAN KREDIBILITAS MEREK MEMEDIASI KREDIBILITAS ENDORSER DENGAN EKUITAS MEREK (Studi pada Konsumen “Kartu AS” di Kota Denpasar)

Abstract

Abstract: 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.

Abstrak: Peran Kredibilitas Merek Memediasi Kredibilitas Endorser dengan Ekuitas Merek. Penelitianini bertujuan menjelaskan peran kredibilitas merek memediasi kredibilitas endorser dengan ekuitas merekpada Konsumen “Kartu AS” di Kota Denpasar, Bali. Responden dalam penelitian ini adalah 200 pelanggan“Kartu AS” di Kota Denpasar. Metode penentuan sampel menggunakan metode purposive sampling,dengan kriteria pelanggan responden yang pernah melihat iklan dan menggunakan layanan “Kartu AS”minimal 6 (enam) bulan terakhir, serta minimal berpendidikan SMA/SMK. Pengujian hipotesis penelitiandilakukan dengan Structural Equation Modeling (SEM) dengan alat bantu aplikasi Analysis of MomentStructure (AMOS). Hasil penelitian menunjukkan bahwa kredibilitas endorser berpengaruh positif dansignifikan terhadap kredibilitas merek, kredibilitas endorser berpengaruh positif dan signifikan terhadapekuitas merek, kredibilitas merek berpengaruh positif dan signifikan terhadap ekuitas merek, dan kredibilitasmerek mampu memediasi secara signifikan pengaruh kredibilitas endorser terhadap ekuitas merek.