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 BRAND AWARENESS MEMEDIASI KREDIBILITAS CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION

2020 ◽  
Vol 9 (8) ◽  
pp. 3125
Author(s):  
Ayub Sheehan Banurea ◽  
Ni Ketut Seminari
Keyword(s):  
Path Analysis ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Brand Awareness ◽  
Mobile Shopping ◽  
Analysis Technique ◽  
Celebrity Endorser ◽  
Endorser Credibility ◽  
Celebrity Endorsers

The purpose of this study is to determine the role of Brand Awareness mediating the influence of Celebrity Endorser credibility on Purchase Intention. The population of this research is all users or consumers of Shopee e-commerce platforms in Denpasar City whose numbers cannot be determined directly (infinite). The sampling technique uses nonprobability sampling with a sample size of 112 respondents. The analysis technique used is the path analysis technique (path analysis). This research proves that the credibility of celebrity endorsers and brand awareness has a positive and significant effect on purchase intention. The credibility of celebrity endorsers has a positive and significant influence on organizational commitment to brand awareness and brand awareness partially mediates the effect of celebrity endorser credibility on purchase intention. Keywords: purchase intention, brand awareness, celebrity endorser credibility, shopee mobile shopping

scholarly journals IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY

2014 ◽  
Vol 10 (3) ◽  
pp. 1953-1960
Author(s):  
Seyed Ibne-Ali Jaffari ◽  
Farooq Ahmad ◽  
Muhammad Mehtab ◽  
Asif Iqbal
Keyword(s):  
Brand Equity ◽  
Durable Goods ◽  
Positive Impact ◽  
Empirical Relationship ◽  
Mediating Role ◽  
Brand Credibility ◽  
Celebrity Endorser ◽  
The Relationship ◽  
Moderating Role

This research intends to explore the empirical relationship between endorsers credibility and consumer based brand equity in the presence of mediating role of brand credibility and moderating role of type of celebrities i.e. National or International was also examined. This paper uses two theories to explain the relationship; associative learning was used to explain the relationship between endorser and brand equity, and brand signaling to explain the relationship about the mediating role of brand credibility. The data was collected from Islamabad, the Federal capital of Pakistan and analyzed using SPSS. Results suggest that endorsers credibility has positive impact on brand equity and brand credibility mediates this relationship. The moderating role of type of celebrity was also discussed in this paper. The past literature suggests that celebrity endorser is one who is perceived as attractive, expert and trustworthiness. This research study examined the relationship of construct in the context of non-durable goods and measured the effectiveness of celebrity i.e. National or International proved to build brand equity. 

scholarly journals Influence of Brand Credibility, Satisfaction and Quality on Brand Equity in Non-Conventional Health Industry

2021 ◽  
Vol 11 (2(V)) ◽  
pp. 58-67
Author(s):  
Peter Kwasi Oppong
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Management ◽  
Sampling Technique ◽  
Equation Model ◽  
Systematic Sampling ◽  
Mediating Role ◽  
Brand Credibility ◽  
The Impact

Consumer perceptions of quality, satisfaction, and brand credibility are critical ingredients for developing healthy brands with high value in a competitive market. However, few authors have looked into the brand credibility`s intervening role in the effect of quality and satisfaction on brand equity in the non-conventional health industry. Hence, this paper sought to evaluate the mediating role of brand credibility in the effect of quality and satisfaction on brand equity in the non-conventional health industry. A covariance-based structural equation model was the analytical tool employed to evaluate the hypotheses stated in this paper. Data were gathered from 265 customers using a systematic sampling technique. The research confirmed that brand credibility contributes partially to the impact of quality on brand equity and completely to satisfaction on equity in the non-conventional health industry. Accordingly, this paper contributes to expanding the current brand management literature by demonstrating the brand credibility`s intervening role in the path between satisfaction, quality, and equity, particularly in the non-conventional health industry. This paper also adds to the brand manager`s knowledge of how to build and harness credibility, quality, and satisfaction to increase brand equity in the non-conventional health industry.

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 The Role of Market Orientation and Creativity in Affecting the Marketing Performance of Market Traders in Aceh Market Banda Aceh City

2020 ◽  
Vol 3 (2) ◽  
pp. 1114-1127
Author(s):  
Marlizar Marlizar ◽  
Taufik Hidayat Harahap ◽  
Mirjan Fajri Alda ◽  
Marwiadi Marwiadi
Keyword(s):  
Market Orientation ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Marketing Strategies ◽  
Marketing Performance ◽  
Analysis Technique ◽  
Spss Software ◽  
Banda Aceh

This study aims to analyze the effect of market orientation and creativity on marketing performance in apparel traders in the Aceh Market in Banda Aceh City. The research sample of 96 respondents with accidental sampling sampling technique. Data collection techniques used were observation and questionnaires. The data analysis technique used multiple linear regression analysis and was treated with the help of SPSS software version 22.0. The results showed that partially market orientation and creativity variables influenced marketing performance. While the creativity variable has no effect. This means that the higher the market orientation will improve marketing performance. Simultaneously market orientation and creativity play a role in marketing performance improvement. To improve marketing performance in Aceh market traders, traders are required to be more creative in marketing their merchandise. The recommendations for further research are expected to be able to add variables such as innovation, competitive advantage, and marketing strategies.

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>

Peranan Ketua Pengurus dan Manajer Dalam Penyusunan dan Penerapan Laporan Keuangan Berbasis SAK ETAP Pada Koperasi di Kota Palembang

2019 ◽  
Vol 14 (2) ◽  
pp. 119
Author(s):  
Riza Syahputera ◽  
Martha Rianty
Keyword(s):  
Data Analysis ◽  
Sampling Technique ◽  
Financial Statements ◽  
Significant Positive Effect ◽  
Analysis Technique ◽  
Regression Test ◽  
Using Data ◽  
The City ◽  
Positive Effect

AbstractThis study aims to determine the effect of the role of the Chairperson and Cooperative Manager in the preparation and application of Financial Statements based on SAK ETAP in cooperatives in the city of Palembang. This research is a quantitative study using data obtained from questionnaires and measured using a Likert scale. The sampling technique used is purposive sampling. The sample used in this study was the Chairperson of the cooperative and the manager of the cooperative in the city of Palembang. The cooperatives studied were 203 cooperatives. The data analysis technique used is multiple linear regression test. The results showed that the role of cooperative leaders and managers had a significant positive effect on the preparation and application of SAK ETAP-based financial statements.Keywords : chairman, manager, SAK ETAP, cooperative

Peran Ibu Rumah Tangga Nelayan Dalam Meningkatkan Pendapatan Keluarga di Kelurahan Sei Merbau Kecamatan Teluk Nibung Kota Tanjungbalai.

2021 ◽  
Vol 13 (1) ◽  
pp. 118
Author(s):  
Mbina Pinem ◽  
Rayhan Utami
Keyword(s):  
Small Proportion ◽  
Family Income ◽  
Social Role ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Analysis Technique ◽  
The Social ◽  
Data Collection Technique ◽  
Productive Role

This study aims to determine: (1) The productive role of fishermen housewives in increasing family income in Sei Merbau Village, Teluk Nibung District, Tanjungbalai City, (2) The reproductive role of fishermen housewives in increasing family income in Sei Merbau Village, Teluk Nibung Kota District Tanjungbalai, and (3) The social role of fisherman housewives in increasing family income in Sei Merbau Village, Teluk Nibung District, Tanjungbalai City. This research was conducted in Sei Merbau Village, Teluk Nibung District, Tanjungbalai City in 2020. The population of this study were all fishermen housewives in Sei Merbau Village, amounting to 592 people, while the sample in this study was 10% of the total population (59 people. ) and taken using the Simple Random Sampling technique. The data collection technique is done by direct communication (interview). While the data analysis technique used is descriptive qualitative analysis techniques. The results showed that: (1) The highest productive role (48.78%) was performed by housewives who worked as factory workers, while the lowest role (21%) was performed by housewives who worked as coconut peeler. Overall, the role played by housewives of fishermen is 33.35% and is in the low category. (2) The reproductive role played by the housewives of fishermen in Kelurahan Sei Merbau, namely having dependents of 1 to 6 children. Most (57.63%) fishermen housewives had 1-2 children and a small proportion (8.47%) had 5-6 children with an average of 2-3 children. (3) In general (81.36%) fishermen housewives participated in the social activities of the unfortunate union and a small proportion (25.42%) participated in arisan activities. In addition, the recitation activity is useful for moral contributions to housewives so that they can motivate husbands to work to increase income and also motivate children to improve education. The highest role of arisan activities was 76.92% while the lowest role was 22.73%. With an average of 43.47%.

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