PENGARUH EKUITAS MEREK DAN SELEBRITI ENDORSER PADA NIAT PEMBELIAN KONSUMEN (STUDI PADA OLEH-OLEH MAKANAN KHAS KEKINIAN KOTA YOGYAKARTA)

Lutgardis Thea Prettylia Sari Siregar

Abstract


Membangun ekuitas merek yang kuat di benak masyarakat adalah salah satu kunci sukses keberhasilan suatu produk. Ekuitas merek dibangun oleh beberapa dimensi, seperti kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas. Ekuitas merek juga dapat meningkatkan niat pembelian konsumen akan suatu produk. Salah satu faktor yang dapat mempengaruhi ekuitas merek adalah kredibilitas selebriti yang dijadikan endorser pada suatu produk. Penelitian ini dilakukan untuk mengetahui pengaruh kredibilitas selebriti endorser pada ekuitas merek dan pengaruh ekuitas merek pada niat pembelian konsumen. Penelitian ini merupakan penelitian kuantitatif yang dilakukan dengan membagikan kuisoner pada 200 orang masyarakat dikota Yogyakarta. Responden merupakan warga kota Yogyakarta yang sudah atau belum pernah membeli “Jogja Scrummy”. Analisis dilakukan dengan melakukan uji statistic deskriptif, regresi linear berganda dan uji beda Anova. Hasil penelitian menunjukkan jika tidak semua dimensi kredibilitas selebriti endorser mempengaruhi dimensi ekuitas merek. Dimensi tersebut adalah daya tarik selebriti endorser. Sedangkan, seluruh dimensi ekuitas merek mempengaruhi niat pembelian konsumen.

 

Kata kunci:       Kredibilitilas selebriti endorser, ekuitas merek dan niat pembelian konsum

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DOI: https://doi.org/10.24002/modus.v30i2.1701

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