The influence of endorser credibility, brand credibility, and brand equity on the purchase intention in online shopping: The Instagram phenomenon

2020 ◽  
pp. 221-225
Author(s):  
Z. Agustiansyah ◽  
D. Mardhiyah
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Online Shopping ◽  
Brand Credibility ◽  
Endorser Credibility

scholarly journals Pengaruh Green Percevied Value, Green Product Innovation, Green Self Identitiy, Brand Credibility Terhadap Green Purchase Intention Melalui Green Brand Equity Pada Produk Skin-Care Korea Di Indonesia

2019 ◽  
Vol 2 (6) ◽  
Author(s):  
Alvin Alvin
Keyword(s):  
Brand Equity ◽  
Model Test ◽  
Indirect Effect ◽  
Product Innovation ◽  
Purchase Intention ◽  
Perceived Value ◽  
Green Product ◽  
Self Identity ◽  
Brand Credibility ◽  
Green Product Innovation

The purpose of this study was to analyze the influence of Green Perceived Value, Green Product Innovation, Green Self Identity, Brand Credibility to Green Purchase Intention through Green Brand Equity on Skin Care Korean Products in Indonesia. Respondents in this research is done by taking a sampling with purposive judgement selection on Innisfree and Nature Republic customer in Indonesia. The method is carried out in the form of survey method with the dissemination of questionnaires with population numbers 250 people. In conducting this research, the author uses the validity test, reability, , estimation model test, structural model test, classic t test. In conducting this research, the author uses the SPSS application version 17.0 and Lisrel 9. The results of this research show that the Green Perceived has no effect on Green Purchase Intention, Green Perceived Value has no effect on Green Brand Equity, Green Product Innovation has no effect on Green brand Equity, Green Self Identity affect positively on Green Brand Equity, Brand Credibility affect positively on Green Brand Equity, Brand Credibility affect positively on Green Purchase Intention, Green Product Innovation hasn’t indirect effect on Green Purchase Intention, Green Self Identity has indirect effect on Green Purchase Intention

How does greenwashing affect green branding equity and purchase intention? An empirical research

2018 ◽  
Vol 36 (7) ◽  
pp. 809-824 ◽  
Author(s):  
Ulun Akturan
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Survey Method ◽  
Strong Impact ◽  
Brand Associations ◽  
Content Type ◽  
Brand Credibility ◽  
The Relationship

Purpose The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention. Design/methodology/approach As an object to study, two brands were chosen: a high-involved brand and a low-involved brand. Data were collected from 500 consumers by survey method, and structural equation modeling was run to test the research hypotheses. Findings As a result, it was found that green brand associations and brand credibility positively affect green brand equity, and green brand equity has a positive and strong impact on purchase intention of consumers. In addition to that greenwashing negatively affects green brand associations and brand credibility, and therefore, indirectly influence green brand equity and purchase intention. Research limitations/implications Previous studies conceptualize greenwashing and examine its effects on company performance and skepticism. This study is a first attempt to explore the effects of greenwashing on green branding strategies. Practical implications Managers should be aware of that greenwashing not only negatively affects purchase intention but also generates negative outcomes for the relationship with the brands. Originality/value There is no other study, at least to the author’s knowledge, testing the effects of greenwashing on green brand perceptions and green purchase intention.

scholarly journals PENGARUH KREDIBILITAS ENDORSER TERHADAP MINAT BELI DENGAN TIGA TIPE KONSUMEN PADA INDUSTRI BUSANA MUSLIMAH

2018 ◽  
Vol 8 (3) ◽  
pp. 579
Author(s):  
Ayu Ningsetya Mardika Riskhi ◽  
Jono M Munandar ◽  
Mukhamad Najib
Keyword(s):  
Sample Size ◽  
Purchase Intention ◽  
Sampling Method ◽  
Total Sample ◽  
Female Students ◽  
The Other ◽  
Total Sample Size ◽  
Brand Credibility ◽  
The World ◽  
Endorser Credibility

Endorser credibility is one of factors which influence muslim fashion development. In the other hand, it is the challenge for Indonesia is to be a centre of muslim fashion in the world. The purpose of this study was to analyze the effect of endorser credibility on purchase intention with three types consumers. A technique of sampling method in this research was quota purposive sampling. Total sample size was 225 respondents from each 75 housewives, 75 employees, and 75 female students. Data were analyzed using descriptive statistic and SEM with PLS Approach. The results of this study shows that the credibility endorser have significant effect on purchase intention to female students. While the brand credibility and advertising credibility partially have no significant effect on purchase intention. On the type consumer housewives and employees partially have no significant effect on purchase intention. Simultaneously, advertising credibility and brand credibility affect significantly on purchase intention

MENINGKATKAN MINAT BELI PRODUK SHOPEE MELALUI CELEBRITY ENDORSER

2020 ◽  
Vol 4 (1) ◽  
pp. 37-46
Author(s):  
Arum wahyuni Purbohastuti ◽  
Asmi Ayuning Hidayah
Keyword(s):  
Brand Equity ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Brand Credibility ◽  
Analysis Technique ◽  
Celebrity Endorser ◽  
The Many ◽  
Endorser Credibility ◽  
Celebrity Endorsers

Abstrak Persaingan yang ketat dipasar online memaksa setiap pemasar di industri ini untuk menggunakan strategi pemasaran yang efektif untuk bertahan dan memenangkan persaingan dengan menggunakan berbagai macam cara. Salah satunya banyak pemasar yang menggunakan celebrity endorser untuk mendongkrak minat beli konsumen terhadap produk yang ditawarkan. Penelitian ini bertujuan untuk menguji model penelitian yang menggambarkan peran celebrity endorser dalam meningkatkan minat beli konsumen terhadap produknya. Hasil penelitian diharapkan dapat meningkatkan kemampuan pemasar dalam menghadapi persaingan dengan melibatkan celebrity endorser. Pendekatan dalam penelitian ini adalah kuantitatif dan kausal. Pengumpulan data dilakukan dengan menyebar kuesioner kepada 100 konsumen pengguna aplikasi Shopee di kota Serang dengan teknik sampling Accidental. Teknik analisis yang akan digunakan adalah SEM dengan bantuan sofware AMOS. Kata Kunci: Minat Beli, Celebrity Endorser (Endorser Credibility), Brand Credibility, Brand Equity   Abstract Intense competition in the online market forces every challenge in the industry to use effective marketing strategies to survive and compete with competition in a variety of ways. One of the many marketers who use celebrity endorsers to boost consumer buying interest in the products offered. This study suggests discussing a research model that discusses the role of celebrity endorsers in increasing consumer buying interest in their products. The results of the study are expected to increase the ability of viewers in supporting celebrity endorser competitors. The purpose of this study is quantitative and causal. Data collection was carried out by distributing questionnaires to 100 consumers who use the Shopee application in Serang city with an accidental sampling technique. The analysis technique that will be used is SEM with the help of AMOS software.Keywords: Buying Interest, Celebrity Endorser, Brand Credibility, Brand Equity

scholarly journals PERAN KREDIBILITAS MEREK MEMEDIASI PENGARUH KREDIBILITAS ENDORSER TERHADAP EKUITAS MEREK

2018 ◽  
Vol 8 (1) ◽  
pp. 352
Author(s):  
A.A. Sagung Dewi Pratiwi ◽  
I Gst. A. Kt. Gd. Suasana
Keyword(s):  
Data Collection ◽  
Path Analysis ◽  
Brand Equity ◽  
Sampling Method ◽  
Collection Method ◽  
Purposive Sampling ◽  
Analysis Techniques ◽  
Brand Credibility ◽  
Endorser Credibility

This study aims to explain the influence of endorser credibility on brand credibility, the influence of endorser credibility on brand equity, the influence of brand credibility on brand equity, and the role of brand credibility mediates the influence of endorser credibility on IM3 user brand equity in Denpasar City. This research was conducted in the area of ??Denpasar City using 170 respondents. Data collection method used is purposive sampling method with path analysis techniques. The results found that endorser credibility, had a positive and significant effect on brand credibility, endorser credibility had a positive and significant effect on brand equity, brand credibility had a positive and significant effect on brand equity, and brand credibility served as a partial mediation of the influence of endorser credibility and brand equity. IM3 providers need to pay attention to strong networks / signals, to be in line with consumer expectations. In addition, IM3 providers need to improve positive endorser credibility so that IM3 providers are able to create better brand equity for consumers. Keywords: brand credibility, endorser credibility, brand equity

scholarly journals How Credibility Endorser Strengthen Brand Equity: Case Study in Shoppe Consumers

2020 ◽  
Vol 1 (1) ◽  
pp. 018-027
Author(s):  
Siti Nur Laily Rohmawati
Keyword(s):  
Data Processing ◽  
Path Analysis ◽  
Hypothesis Testing ◽  
Brand Equity ◽  
Sampling Technique ◽  
Probability Sampling ◽  
Brand Credibility ◽  
The Difference ◽  
Endorser Credibility

The background of this study is the difference in research results, wherein the research conducted by Dewi (2017) where endorser credibility does not affect brand equity. While Spry (2011) and Sondakh (2015) endorser credibility have a significant effect on brand equity. This study aims to analyze the effect of endorser credibility on brand equity. The research sample is Post Millennial Shopee consumers with 100 respondents. The sampling technique uses probability sampling. Data processing and hypothesis testing using path analysis. The results showed that Endorser credibility affected brand credibility. Endorser credibility affects brand. Brand credibility affects brand equity, and Brand credibility mediates endorser credibility towards Brand equity.

Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity

2019 ◽  
Vol 12 (1) ◽  
pp. 62
Author(s):  
Deandra Vidyanata
Keyword(s):  
Brand Equity ◽  
Celebrity Endorsement ◽  
The Past ◽  
Brand Credibility ◽  
Endorser Credibility ◽  
Celebrity Endorsers

The celebrity endorsement strategy is considered as one of the promotional tools attract consumers. However, the effectiveness of these strategies in forming brand equity is still questionable. This study aims to examine the effect of the celebrity endorsement strategy on brand equity of endorsed brands. This study uses brand credibility as a mediating variable because endorser credibility is expected to be transferred to brands that will influence the formation of brand equity. The object of research used in this study is OPPO smartphone consumers, that have been increased significantly within the past 4 years. In addition, it is known that many OPPO brands endorse celebrities to introduce their products. The results of this study indicate that the use of celebrity endorsers is not directly able to form brand equity, but the use of celebrity endorsers causes the formation of brand credibility which is ultimately able to form brand equity.

scholarly journals EFFECT OF ENDORSER CREDIBILITY, BRAND CREDIBILITY, SELF-BRAND CONNECTION ON BRAND EQUITY

2019 ◽  
Vol 18 (2) ◽  
pp. 115
Author(s):  
Rowlan Takaya
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Brand Credibility ◽  
Study Support ◽  
Research Implication ◽  
The Impact ◽  
Endorser Credibility ◽  
Celebrity Endorsers

<p class="Default"><strong>Purpose </strong>– The purpose of this research was to study the impact of endorser credibility, brand credibility, self-brand connection on endorsed brand equity of the endorsed brand.</p><p class="Default"><strong>Design/methodology/approach </strong>- The analytical method using Amos 24 and Structural Equation Modeling (SEM) to analyze the questionnaire data in Jakarta. There are 417 eligible questionnaires were analyzed.</p><p class="Default"><strong>Findings </strong>– To study the effect of endorser credibility on brand credibility, endorser credibility to brand equity, brand credibility to brand equity, endorser credibility to self-brand connection and self brand connetion to brand equity.</p><p class="Default"><strong>Research limitation </strong>– The research was based in this study using college student customer of Vivo Smartphone at Jakarta as a research object.</p><p class="Default"><strong>Research implication </strong>– Managers can consider using celebrities as a tool to develop meaningful connectivity connections with consumers. The results of this study support the use of celebrity endorsers as a means of increasing brand equity directly.</p><p class="Default"><strong>Originality/value </strong>– This study examines the impact of celebrity endorsers in delivering, influencing, and depicting the product significantly so that consumers buy the product, so that the target marketing made through the endoser can be achieved.</p>

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