Celebrity Endorsement Sebagai Pembentuk Brand Credibility Dan Consumer Based Brand Equity (Studi Pada Boyband BTS Pada Merek Samsung)

  • Santi Rimadias STIE Indonesia Banking School
  • Imam Fathur Rahman
Keywords: Celebrity Endorsement; Brand Credibility; Consumer Based Brand Equity

Abstract

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.

 

Abstrak: Di era digital dan modern saat ini, persaingan antar merek ponsel semakin meningkat. Merek ponsel bersaing untuk membuat berbagai promosi untuk mempertahankan pengguna setia dan pengguna baru. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Celebrity Endorsement BTS terhadap Brand Credibility dan Consumer Based-Brand Equity Samsung dan pengaruh Brand Credibility Samsung terhadap Consumer Based-Brand Equity. Penelitian ini menggunakan analisis deskriptif dengan menggunakan kuesioner sebagai alat penelitian. Sampel dalam penelitian ini adalah pengguna ponsel Samsung yang merupakan penggemar boyband BTS. Data penelitian dikumpulkan dengan menyebarkan kuesioner online kepada 100 responden. Untuk analisis dan pengolahan data menggunakan Smart Partial Least Square (SmartPLS) 3. Hasil penelitian menjelaskan bahwa Celebrity Endorsement BTS berpengaruh positif terhadap Samsung Brand Credibility, Samsung Brand Credibility berpengaruh positif terhadap Consumer Based-Brand Equity, dan Celebrity Endorsement BTS tidak berpengaruh terhadap Consumer Based-Brand Equity.

References

[1] S. Kong, Z. Huang, N. Scott, Z. Zhang, and Z. Shen, “Web advertisement effectiveness evaluation: Attention and memory,” J. Vacat. Mark., vol. 25, no. 1, pp. 130–146, 2019, doi: 10.1177/1356766718757272.
[2] P. I. Rocha, J. H. Caldeira de Oliveira, and J. de M. E. Giraldi, “Marketing communications via celebrity endorsement: an integrative review,” Benchmarking, vol. 27, no. 7, pp. 2233–2259, 2019, doi: 10.1108/BIJ-05-2018-0133.
[3] X. Wang and Z. Yang, The impact of brand credibility and brand personality on purchase intention: An empirical study in China, vol. 21, no. 2011. Emerald, 2011.
[4] C. H. Perera, R. Nayak, and L. T. Van Nguyen, “The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector,” Int. J. Educ. Manag., vol. 35, no. 1, pp. 63–74, 2020, doi: 10.1108/IJEM-05-2020-0264.
[5] W. Gong, “Effects of parasocial interaction, brand credibility and product involvement on celebrity endorsement on microblog,” Asia Pacific J. Mark. Logist., no. 2018, 2020, doi: 10.1108/APJML-12-2019-0747.
[6] N. Rosli, N. Che Ha, and E. M. Ghazali, “Bridging the gap between branding and sustainability by fostering brand credibility and brand attachment in travellers’ hotel choice,” Bottom Line, vol. 32, no. 4, pp. 308–339, 2019, doi: 10.1108/BL-03-2019-0078.
[7] S. Rimadias, N. Alvionita, and A. P. Amelia, “Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia,” The Winners, vol. 22, no. 2, pp. 173–182, 2021, doi: 10.21512/tw.v22i2.7597.
[8] H. et. a. Fathelrahman, “The relationship between celebrities’ credibility and advertising effectiveness: The mediation role of religiosity,” J. Islam. Mark., vol. 7, no. 2, pp. 148–166, 2016, doi: 10.1108/JIMA-05-2013-0036.
[9] A. Spry, R. Pappu, and T. B. Cornwell, “Celebrity endorsement, brand credibility and brand equity,” Eur. J. Mark., vol. 45, no. 6, pp. 882–909, 2011, doi: 10.1108/03090561111119958.
[10] Sugiyono, Metode penelitian kuantitatif kualitatif dan R&D. Penerbit Alfabeta, 2013.
[11] M. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks,” Sage, p. 165, 2017.
Published
2022-01-28