Rahman, Imam Fathur and Rimadias, Santi (2022) Celebrity Endorsement Sebagai Pembentuk Brand Credibility Dan Consumer Based Brand Equity (Studi Pada Boyband BTS Pada Merek Samsung). MDP STUDENT CONFERENCE (MSC) 2022, 1 (1). pp. 1-6.
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Abstract
In today's digital and modern era, competition between mobile phone brands is increasing. Mobile phone brands compete to make various promotions to retain loyal users and new users. This study aims to examine and analyze the effect of Celebrity Endorsement BTS against Brand Credibility and Consumer-Based Brand Equity Samsung and influence Brand Credibility Samsung's Consumer-Based Brand Equity. This study uses descriptive analysis using a questionnaire as a research tool. The sample in this study is Samsung mobile phone users who are fans of the BTS Boyband. Research data was collected by distributing online questionnaires to 100 respondents. For data analysis and processing using Smart Partial Least Square (SmartPLS) 3. The results of the study explain that Celebrity Endorsement BTS has a positive effect on Samsung Brand Credibility, Samsung Brand Credibility has a positive effect on Consumer Based-Brand Equity, and Celebrity Endorsement BTS has no effect on Consumer Based-Brand Equity.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Prodi S1 Manajemen |
| Depositing User: | Mrs. Santi Rimadias |
| Date Deposited: | 13 Jul 2023 06:02 |
| Last Modified: | 13 Jul 2023 06:02 |
| URI: | http://repository.ibs.ac.id/id/eprint/6519 |
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