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.

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 Mutation and Career Development to the Performance of Structural Officials (Case Study of Karawang Government)

2018 ◽  
Vol 18 (2) ◽  
pp. 127-144
Author(s):  
Neneng Sofiyanti ◽  
Dian Hakip Nurdiansyah
Keyword(s):  
Career Development ◽  
Path Analysis ◽  
Hypothesis Testing ◽  
Indirect Effect ◽  
Significant Relationship ◽  
Random Sampling ◽  
Sampling Technique ◽  
Stratified Random Sampling ◽  
Strongly Agree

Mutation and career development in Karawang Municipality is implemented in the hope to improve the performance of its employee. The purpose of this research wash to determine, review and analysis how much the effect of mutation and career development partially and simultaneously to the Performance of Echelon Structural Officer IV in the Governement of Karawang Municipality. The number of samples were 250 people, with the sampling technique of Proportionate Stratified Random Sampling and data was analyzed by using descriptive and verificative methods (Path Analysis). The research results indicates that descriptively, mutationis responded as strongly agree and agree in accordance with each indicator of purpose. The implementation of career development is responded as strongly agree and agree in accordance with the indicator of interest and satisfaction.The performance of official is responded as well for all indicators of the fulfillment of all necessary resources. Verificatively, the direct partial effect between mutation and official performance is on a low scare (R = 0.215) while the indirect effect is on a very low scale (R = 0.196). In the hypothesis testing, it was discovered that there is a significant relationship. Keywords: Mutation, Career Development, Performance

scholarly journals Pengaruh Beban Kerja, Kompetensi dan Komunikasi Terhadap Kinerja Karyawan pada CV. Grafika Karya Percetakan

2021 ◽  
Vol 3 (2) ◽  
pp. 396-406
Author(s):  
Edward Savero ◽  
Nur Khasanah
Keyword(s):  
Hypothesis Testing ◽  
Sampling Technique ◽  
Total Sample ◽  
Probability Sampling ◽  
Simultaneous Test ◽  
Saturated Sample

This study aims to determine how much influence workload, competence and communication have on the performance of CV.Grafika Karya Percetakan employees. Sampling in this study using non-probability sampling with a sampling technique that is a saturated sample with a total sample of 79 respondents. The results of this study conclude that workload, competence and communication through two-way hypothesis testing have a partial effect on the performance of CV.Grafika Karya Percetakan employees. Meanwhile, through a simultaneous test, it was found that workload, competence and communication together affect the performance of CV.Grafika Karya Percetakan employees. The results of this study imply that workload, competence and communication factors are variables that need to be maintained and improved to trigger performance attitudes in CV.Grafika Karya Percetakan employees.

Leveraging Virtual Communities to Enhance Brand Equity

2021 ◽  
pp. 1256-1270
Author(s):  
Kelley A. O'Reilly ◽  
Brett M. Kelley ◽  
Karen M. Lancendorfer
Keyword(s):  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Brand Communities ◽  
Practice Recommendations ◽  
Marketing Relationships ◽  
Brand Credibility

This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.

scholarly journals Employee Performance of Taufiqurrahman Foundation. Case Study the Effect of Compensation, Achievement Motivation, and Working Ethic on Employee Performance of Islamic Integrated Elementary School and Islamic Integrated Junior High School of Taufiqurrahman in Bekasi, West Java, Indonesia

2018 ◽  
Vol 8 (3) ◽  
pp. 277
Author(s):  
Sukemi Kadiman
Keyword(s):  
High School ◽  
Elementary School ◽  
Path Analysis ◽  
Achievement Motivation ◽  
Direct Effect ◽  
Junior High School ◽  
Random Sampling ◽  
Employee Performance ◽  
Sampling Technique

The objective of this research is to examine the effect of compensation, achievement motivation, and working ethic towards employee performance of Taufiqurrahman Foundation in Bekasi. The research was conducted using quantitative approach and method of survey. The size of population in this research is 100 employees at Taufiqurrahman Foundation. Reseach sample were selected as 66 employees using sample random sampling technique. The data obtained with questionaires and tests. The analiytical method used in data analyzing is path analysis technique.The result shows that compensation, achievement motivation, and working ethos have positif direct effect toward the employees performance of Taufiqurrahman Foundation in Bekasi. The findings lead to recommendation that in order to build compensation, achievement motivation and working ethic should be considered seriously.

Pengaruh Efikasi Diri Terhadap Minat Berwirausaha Melalui Motivasi Sebagai Variabel Intervening

2020 ◽  
Vol 6 (1) ◽  
pp. 14-24
Author(s):  
Nur Anita Chandra Putry ◽  
Dewi Kusuma Wardani ◽  
Deviska Panggalih Jati
Keyword(s):  
Data Analysis ◽  
Data Processing ◽  
Path Analysis ◽  
Self Efficacy ◽  
Sampling Technique ◽  
Snowball Sampling ◽  
Normality Test ◽  
Study Programs ◽  
The University ◽  
Positive Effect

This study aims to examine the effect of self-efficacy on entrepreneurial interest through motivation as an intervening variable. The population in this study were 186 students of the Faculty of Economics at the University of Sarjanawiyata Tamansiswa Yogyakarta both from Accounting and Management Study Programs. The sampling technique used in this study was snowball sampling while the data analysis used in this study was path analysis. The classical assumption test used in this research are normality test, multicollinerarity test and heteroscedasticity test. The results of this study prove that self-efficacy has a positive effect on motivation. The results of data processing shows that motivation has a positive effect on entrepreneurial interest while self-efficacy has no effect on entrepreneurial interest and self-efficacy has a positive effect on entrepreneurial interest through motivation as an intervening variable.

PENGARUH ABUSIVE SUPERVISION TERHADAP DEVIANCE BEHAVIOR DENGAN JOB FRUSTRATION SEBAGAI VARIABEL INTERVENING KARYAWAN PERUSAHAAN

2020 ◽  
Vol 15 (1) ◽  
pp. 63
Author(s):  
Raden Teja Yokanan
Keyword(s):  
Path Analysis ◽  
Hypothesis Testing ◽  
Direct Effect ◽  
Sampling Technique ◽  
Abusive Supervision ◽  
Job Frustration ◽  
Positive Direct

Abstract This present study aims to analyze the effect of abusive supervision variables on deviance behavior through job frustration and its direct effect on the deviance behavior of company employees. The population in this study are those who work as supervisors and have direct subordinates or employees. The research sample was taken as many as 31 respondents with a nonprobability sampling technique, namely incidental sampling. Hypothesis testing uses path analysis to test the effect of each variable. The results of this study suggest that: (i) abusive supervision has a significant positive direct effect on job frustration of company employees. (ii) job frustration mediates positively and significantly influences the abusive supervision on the deviance behavior of company employees. (iii) abusive supervision does not directly influence the deviance behavior of the company's employees. Keywords: Abusive Supervision, Job Frustration, Deviance Behavior ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh variabel supervisi penyalahgunaan terhadap perilaku penyimpangan melalui frustrasi kerja dan pengaruh langsungnya terhadap perilaku menyimpang karyawan perusahaan. Populasi dalam penelitian ini adalah mereka yang berprofesi sebagai supervisor dan memiliki bawahan atau karyawan langsung. Sampel penelitian diambil sebanyak 31 responden dengan teknik nonprobability sampling yaitu sampling insidental. Pengujian hipotesis menggunakan analisis jalur untuk menguji pengaruh masing-masing variabel. Hasil penelitian ini menunjukkan bahwa: (i) supervisor kasar berpengaruh langsung positif dan signifikan terhadap job frustration (jf) karyawan perusahaan. (ii) frustasi kerja memediasi secara positif dan signifikan mempengaruhi supervisi kekerasan terhadap penyimpangan perilaku) karyawan perusahaan. (iii) supervisi kekerasan tidak secara langsung mempengaruhi perilaku menyimpang karyawan perusahaan. Kata kunci: supervisi kasar, frustrasi kerja, perilaku penyimpangan

Consumers as “Integrators” of Marketing Communications

2014 ◽  
pp. 650-664
Author(s):  
Kelley O'Reilly ◽  
Karen M. Lancendorfer
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Media Companies ◽  
Fan Communities ◽  
Marketing Relationships ◽  
Brand Credibility ◽  
Marketing Tool

This case study explores how Falken Tire Corporation (FTC) leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful marketing relationships, and connect with distinctly different consumer groups. Findings suggest that consumers may be adept integrators of marketing communication channels and across media. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of customer-based brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

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