PENGARUH ENDORSER CREDIBILITY TERHADAP BRAND CREDIBILITY SERTA CONSUMER – BASED BRAND EQUITY LIPSTICK DAN BLUSH ON WARDAH DANEMINA DI SURABAYA
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh endorser credibility dari merek Wardah dan Emina kategori lipstick (parent brand) dan blush on (sub - brand) terhadap brand credibility dan consumer based – brand equity di Surabaya. Teori yang digunakan adalah the associative network memory model dan brand signaling theory. Penelitian ini menggunakan sampel yaitu pembeli dan pengguna lipstick atau blush on dari merek Wardah atau Emina yang berdomisili di Surabaya. Jumlah sampel yang digunakan adalah 246 responden. Penelitian ini menggunakan model tunggal dan model multi sampel dengan parameter yang berbeda. Metode pengambilan sampel yang digunakan adalah accidental sampling dan metode yang digunakan untuk menganalisis data adalah menggunakan SPSS versi 18 dan Lisrel versi 8.8. Hasil dari penelitian ini adalah endorser credibility berpengaruh positif terhadap brand credibility tapi berpengaruh negatif terhadap consumer – based brand equity. Hal ini membuat mediasi dari variabel brand credibility untuk menjembatani pengaruh dari endorser credibility terhadap consumer – based brand equity. Moderasi dari parent brand atau sub – brand hanya berpengaruh positif terhadap pengaruh dari endorser credibility terhadap brand credibility tapi tidak berpengaruh positif terhadap pengaruh dari endorser credibility terhadap consumer – based brand equity.
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