Lia Darli, - (2020) PENGARUH ENDORSER CREDIBILITY DAN BRAND CREDIBILITY TERHADAP CUSTOMER-BASED BRAND EQUITY (Survei terhadap Pelanggan Aplikasi Ruangguru di Indonesia yang Tergabung dalam Pengikut Instagram Ruangguru). S1 thesis, Universitas Pendidikan Indonesia.
![[img]](http://repository.upi.edu/style/images/fileicons/text.png) |
Text
S_MBS_1604880_Title.pdf Download (736kB) |
|
Text
S_MBS_1604880_Chapter1.pdf Download (572kB) |
|
Text
S_MBS_1604880_Chapter2.pdf Restricted to Staf Perpustakaan Download (1MB) |
|
Text
S_MBS_1604880_Chapter3.pdf Download (861kB) |
|
Text
S_MBS_1604880_Chapter4.pdf Restricted to Staf Perpustakaan Download (1MB) |
|
Text
S_MBS_1604880_Chapter5.pdf Download (182kB) |
|
Text
S_MBS_1604880_Appendix.pdf Restricted to Staf Perpustakaan Download (4MB) |
Abstract
Saat ini dunia startup edukasi di Indonesia terus mengalami perkembangan yang begitu pesat. Terdapat banyak perusahaan yang bergerak pada industri ini salah satunya Ruangguru. Persaingan yang ada mengharuskan perusahaan untuk berinovasi dan memperkuat strategi pemasaran untuk membentuk ekuitas merek. Upaya membangun ekuitas merek berbasis pelanggan atau customer based-brand equity (CBBE) perusahaan perlu melibatkan kredibilitas endorser sebagai strategi untuk membangun kesadaran merek dan resonansi merek dalam jangka panjang yang memberikan keuntungan bagi perusahaan. CBBE dapat tercipta melalui endorser credibility dan brand credibility. Penelitian ini bertujuan untuk memperoleh (1) gambaran endorser credibility (2) gambaran brand credibility (3) gambaran CBBE (4) besarnya pengaruh endorser credibility terhadap CBBE (5) besarnya pengaruh brand credibility terhadap CBBE. Jenis penelitian yang digunakan adalah deskriptif verifikatif. Metode yang digunakan simple random sampling dengan ukuran sampel sebanyak 200 responden. Teknik analisis yang digunakan adalah analisis Structure Equation Model (SEM)-Partial Least Square (PLS) dengan menggunakan program SMARTPLS versi 3.2.9. Hasil temuan penelitian ini menunjukkan bahwa gambaran endorser credibility berada pada kategori cukup baik, brand credibility berada pada kategori sangat baik dan CBBE berada pada kategori cukup baik. At present the startup education industry in Indonesia continues to experience rapid development. There are many companies engaged in the industry, one of them is Ruangguru. Existing competition requires companies to innovate and strengthen marketing strategies to build customer-based brand equity. On the efforts to build customer-based brand equity company needs to involve endorser credibilit as a strategy to build brand awareness and brand resonance in the long run that benefit the company. Endorser Credibility can be created through endorser credibility and brand credibility. This study aims to obtain (1) a description of endorser credibility (2) a description of brand credibility (3) a description of CBBE (4) the magnitude of endorser credibility influence on CBBE (5) the magnitude of brand credibility influence on CBBE. The type of research used is descriptive verification. The method used is simple random sampling with a sample size of 200 respondents. The analysis technique used is Structure Equation Model (SEM)-Partial Least Square (PLS) using the SMARTPLS version 3.29. The findings of this study indicate that the image of endorser credibility is in a fairly good category, brand credibility is in a very good iand category and CBBE is in the fairly good category Keyword: Endorser Credibility, Brand Credibility, CBBE
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No panggil : S MBS LIA p-2020; NIM : 1604880 |
| Uncontrolled Keywords: | Endorser Credibility, Brand Credibility,CBBE |
| Subjects: | H Social Sciences > HF Commerce L Education > L Education (General) L Education > LB Theory and practice of education > LB1603 Secondary Education. High schools |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Lia Darlia |
| Date Deposited: | 16 Jul 2020 01:33 |
| Last Modified: | 16 Jul 2020 01:35 |
| URI: | http://repository.upi.edu/id/eprint/49839 |
Actions (login required)
 |
View Item |