PERAN BRAND IMAGE DALAM MEMEDIASI HUBUNGAN CELEBRITY ENDORSER DENGAN BRAND EQUITY KARTU HALO

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PERAN BRAND IMAGE DALAM MEMEDIASI HUBUNGAN CELEBRITY ENDORSER DENGAN BRAND EQUITY KARTU HALO

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Title: PERAN BRAND IMAGE DALAM MEMEDIASI HUBUNGAN CELEBRITY ENDORSER DENGAN BRAND EQUITY KARTU HALO
Author: Amanda, Putri
Abstract: Research titled “Brand Image Role In Celebrity Endorser Relations Mediation With Brand Equity” the purpose is for knowing consumer opinion on celebrity endorser, brand image, and brand equity of Halo card, and for knowing the role of brand image in relationship celebrity endorser mediation and brand equity of the halo card. Method used in this research is descriptive research. Form of data gathering is field research by spreading questioner to 125 respondent with convenience sampling technique in establishing research sample, meanwhile rank spearman is used for data analysis method, coefficient determination analyzed and came a hypothesis, where the hypothesis is tested of the validity. For testing mediation variable using hierarchical regression analysis Research result showing consumer response concerning celebrity endorser Joe Taslim have a average score of 3,95 (good), brand image Halo card have an average score of 4,05 (good), and brand equity of the card has a average score of 3,87 (good). Said good because all the score results each variable is different within 3,40-4,1 interval. Research result using rank spearman correlation, obtained coefficient correlation score amount 0,471, it means celebrity endorser have a average relation with brand image because its between 0,40-0,599 interval, coefficient correlation amount 0,645 means brand image has a strong relation with brand equity and is in 0,40-0,599 interval. Medium. Celebrity endorser Coefficient determination calculation towards brand image amount 22,18% and the rest of 77,19% is effected by other factors or variables that is not inspected by the writer, brand image towards brand equity amount 41,60% and the rest of 58,4% is effected by other factors or variables that is not inspected by the writer, and celebrity endorser towards brand equity amount 21,52% and the rest of 77,48% is effected by other factors or variables that is not inspected by the writer, for example. According to the research using hierarchical regression analysis obtained coefficient regression score amount; celebrity endorser amount 0,399 and significant (p < 0,05) brand image coefficient regression amount 0,507 and significant. It can be concluded that brand image does not mediate full relation between celebrity endorser towards brand equity (partially mediating). According to the analysis that has been done, it can be concluded that the hypothesis submitted by the writer that is celebrity endorser has a relation with brand equity, it can be accepted that celebrity endorser have relations with brand equity. The writer suggest that celebrity endorser election of halo card should be maintained.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3034
Date: 2014


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