PERAN CITRA MEREK MEMEDIASI KREDIBILITAS CELEBRITY ENDORSER TERHADAP NIAT BELI SMARTPHONE VIVO Di KOTA TANGSEL
DOI:
https://doi.org/10.32493/jpkpk.v2i1.2002Abstract
ABSTRAK
Penelitian ini bertujuan untuk mengetahui niat beli menggunakan smartphone Vivo dengan menggunakan variabel kredibilitas celebrity endorser dan varibel mediasi yakni citra merek. Penelitian ini dilakukan di Kota Tangerang Selatan dengan menggunakan ukuran sampel sebesar 110 orang dengan metode purposivesampling.Teknik analisis data yang digunakan dalam penelitian ini yaitu path analysisserta uji sobel. Hasil penelitian menunjukkan bahwa citra merek dan kredibilitas celebrityendorser secara signifikan berpengaruh positif terhadap niat beli untuk menggunakan
smartphone Vivo. Citra merek secara signifikansi mampu memediasi hubungan antara kredibilitas celebrity endorser terhadap niat beli smartphone Vivo. Saran yang dapat dijadikan acuan bagi perusahaan dan pemasar ialah diharapkan untuk memperhatikan kualitas dari kredibilitas celebrity endorser dengan pemilihan celebrity yang baik akanmembuat citra produk yang semakin dikenal.
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Kata kunci: kredibilitas celebrity endorser, citra merek, niat beli.
ABSTRACT
Along with the development of smartphone technology in Indonesia the higher competition among companies. Vivo smartphones are now on the market until one hundred percent in Indonesia and are being intensively promoted using celebrity endorser. This study aims to determine the intention to buy using Vivo smartphones by using the credibility variable of endorser celebrities and variables of mediation. This research was conducted in South Tangerang City by using sample size of 110 people with purposive sampling method. Data analysis technique used in this research is path analysis and test of sobel. The results showed. Significantly significant positive recruits to purchase intentions to use Vivo smartphones. The brand image is significantly capable of mediating the relationship between the celebrity endorser's credibility with the intention of buying an Vivo smartphone. Suggestions that can be used as a reference for companies and marketers who are expected to pay attention to the quality of well-prepared celebrities.
Keywords: credibility of celebrity endorser, brand image, buying intention.
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