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Analisis Pengaruh Endorser dan Brand Credibility Terhadap Repurchase Intention Konsumen: Efek Mediasi dari Attitude Towards Brand dan Brand Credibility. Studi Kasus: Wardah
The purpose of this study was to examine the relationship between endorser credibility, brand credibility, attitude towards brand, attitude towards brand credibility, and repurchase intention on the Wardah brand. The data was collected by purposive sampling method using a survey distributed online to users of the Wardah brand in Indonesia who are at least 17 years old, know the celebrity endorser of Wardah, and have watched Wardah?s advertisement from the television or social media as well as bought Wardah products within April 2021 until March 2021. A total of 522 respondents were collected which were then processed and analyzed using Partial Least Square-Structural Equation Method (PLS-SEM). The results of this study indicate that endorser credibility and brand credibility positively affect attitudes towards the brand and brand credibility, and attitudes towards the brand positively affect repurchase intentions. On the other hand, attitude towards brand credibility does not affect repurchase intention and does not mediate the relationship between endorser credibility and brand credibility with repurchase intention.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12763 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia 2021 |
|---|---|
| Edisi | - |
| Subjek | Repurchase intention Brand Attitude towards brand Endorser Credibility Attitude Towards Brand Credibility |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xvii, 118 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |