PENGARUH CELEBRITY ENDORSEMENT CREDIBILITY TERHADAP CONSUMER BASED BRAND EQUITY DAN BRAND CREDIBILITY SEBAGAI VARIABEL INTERVENING PADA PERUSAHAAN PENGIRIMAN LOGISTIC J&T EXPRESS

KENDY MAHARIJAYA PURNAMA

Abstract


The increasingly endorsement of Celebrities, especially in the field of marketing has resulted in logistics companies in Indonesia to endorsement as the main attraction to attract consumers. Selection Celebrities as endorser also must be based on what is in accordance with what is wanted by company. Because Celebrities who become endorsers greatly affect the credibility of the products that are advertised right by the Celebrity. The problem that occurs is how Celebrity Endorsement Credibility can affect Consumer Based Brand Equity and Brand Credibility to deliver goods by using J & T Express

 

                    This research will be carried out by distributing questionnaires to 100 respondents who have done J & T Express with PLS analytical technique where the research result can show the influence of Celebrity Endorsement Credibility used by J & T Express to Consumer Based Brand Equity and Brand Credibility.

 

 

 

 


Keywords


Celebrity Endorsement, Brand Credibility, Consumer Based Brand Equity

Full Text:

PDF

References


Abdillah, W., & Hartono, J. (2015). Partial Least Square (PLS) - Alternatif Stuctural Equation Modeling (SEM) dalam Penelitian Bisnis (Cetakan 1). Yogyakarta: Penerbit Andy

Abdulssalam, P. K. (2014). Celebrity advertisement: key to marketing success. Indian Journal of Commerce and Management Studies, 5(1), 78-82.

Aaker, D.A. (1992) The value of brand equity. Journal of Business Strategy, 13(4), 27-32.

Aaker, D. A. (1996). Building Strong Brands. NY: The Free Press, New York

Durianto. (2007). Brand Equity Ten, Strategi Memimpin Pasar. Jakarta: PT. Gramedia Pustaka Utama.

Erdem et al. (2004). Brand credibility, brand considering, and choice,191-198

Friedman, H. H., & Friedman, L. (1979). Endorser e ectiveness by product type. Journal of Advertising Research, 19(5), 63-71.

Hovland, C. I., Janis, I. K., & Kelley, H. H. (1953). Communication and Persuasion. New Haven, CT: Yale University Press.

Kelman, H. C. (1961). Process of opinion change. Public Opinion Quarterly(33), 57-78.

Kotler.,& Keller.(2007). Branding and Brand positioning. Journal of Consumer Research, 16, 310-32.

Muda, M., Musa, R., & Putit, L. (2012). Breaking through the clutter in media environment: how do celebrities help? Procedia-Social and Behavioral Sciences(42), 374-382

Ohanian. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness,

Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46-54.

Raluca, C. A. (2012). Celebrity endorsement strategy, Annals of the „Constantin Brâncuşi”. Economy Series(3), 75-79.

Shimp, T. A. (2000). Advertising Promotion and Other Aspects of Integrated Marketing Communications (Vol. 5).

Shimp, T. (2007). Integrated Marketing Communication In Advertising & Promotion (Vol. 7th edition. International Student Edition). South Western.

Spry, Amanda, Pappu, Ravi Pappu dan T.Bettina Cornwell,(2011), Celebrity Endorsement. Brand Credibility, and Brand Equity, European Journal of Marketing, Vol 45: 882-909.

Sternthal.,& Craig (2002). Consumer berhaviour: An Information Processing Perspective

Sugiyono, prof. D. (2014). Metode penelitian bisnis : pendekatan kuantitatif, kualitatif, dan R D (Cetakan 20). Bandung: Alfabeta.

Tjiptono, F. (2005). Brand Management & Strategy. Andi.

Wang, X., & Yang, Z. (2008). Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China’s auto industry. International Marketing Review, 25(4), 458-474.

www.liputan6.com(2016). Simak Perkembangan e-Commerce dari Masa ke Masa


Refbacks

  • There are currently no refbacks.