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CITRA MEREK DAN DUKUNGAN SELEBRITI UNTUK MEMPREDIKSI EKUITAS MEREK BERBASIS PELANGGAN PENGGUNA SHOPEE: KREDIBILITAS MEREK SEBAGAI VARIABEL MEDIASI [BRAND IMAGE AND CELEBRITY SUPPORT FOR PREDICTING BRAND EQUITY ON SHOPEE USERS: BRAND CREDIBILITY AS A MEDIATING VARIABLES]
Abstract
The purpose of this research is to know if brand image and Celebrity Endorsement can predict Customer Based Brand Equity of Shopee user directly or through Brand Credibility as mediator. The sample of this study was 217 respondents with nonprobability sampling techniques and using survey by online questionnaire. The data were analized using Smart PLS. The results of this study shows that brand image and Brand Credibility have positive and significant effect on Customer Based Brand Equity. Furthermore, Brand Credibility positively and significantly mediates Celebrity Endorsement on Customer Based Brand Equity from Shopee user. Result of this research could contribute to E-commerce platform about the importance of brand image and Celebrity Endorsement to consumer based brand equity. Furthermore, this study enrich literatur research by using network memory model and brand signaling theory.
Abstrak dalam Bahasa Indonesia.Tujuan dari penelitian ini adalah untuk mengetahui apakah citra merek dan dukungan selebriti dapat memprediksi ekuitas merek berbasis pelanggan dari pengguna Shopee secara langsung atau melalui kredibilitas merek sebagai mediator. Sampel penelitian ini adalah 217 responden dengan teknik pengambilan sampel non-probability dan menggunakan survei dengan kuesioner online. Data dianalisis menggunakan Smart PLS. Hasil penelitian ini menunjukkan bahwa citra merek dan kredibilitas merek dapat memprediksi ekuitas merek berbasis pelanggan secara langsung. Selain itu, kredibilitas merek dapat memprediksi mediasi dukungan selebriti pada ekuitas merek berbasis pelanggan dari pengguna Shopee. Hasil penelitian ini dapat berkontribusi pada platform E-commerce tentang pentingnya citra merek dan dukungan selebriti terhadap ekuitas merek berbasis konsumen. Selanjutnya, penelitian ini memperkaya penelitian literatur dengan menggunakan model memori jaringan dan teori pensinyalan merek.
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DOI: http://dx.doi.org/10.19166/derema.v15i2.2463
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