CITRA MEREK DAN DUKUNGAN SELEBRITI UNTUK MEMPREDIKSI EKUITAS MEREK BERBASIS PELANGGAN PENGGUNA SHOPEE: KREDIBILITAS MEREK SEBAGAI VARIABEL MEDIASI [BRAND IMAGE AND CELEBRITY SUPPORT FOR PREDICTING BRAND EQUITY ON SHOPEE USERS: BRAND CREDIBILITY AS A MEDIATING VARIABLES]

CITRA MEREK DAN DUKUNGAN SELEBRITI UNTUK MEMPREDIKSI EKUITAS MEREK BERBASIS PELANGGAN PENGGUNA SHOPEE: KREDIBILITAS MEREK SEBAGAI VARIABEL MEDIASI [BRAND IMAGE AND CELEBRITY SUPPORT FOR PREDICTING BRAND EQUITY ON SHOPEE USERS: BRAND CREDIBILITY AS A MEDIATING VARIABLES]

The purpose of this research is to know if brand image and Celebrity Endorsement can predict Customer Based Brand Equity of Shopee user directly or through Brand Credibility as mediator. The sample of this study was 217 respondents with nonprobability sampling techniques and using survey by online q...

Full description

Bibliographic Details
Main Authors: Miharni Tjokrosaputro, Yulita Ongkowidjaja
Format: Article
Language:English
Published: Universitas Pelita Harapan 2020-09-01
Series:DeReMa (Development Research of Management): Jurnal Manajemen
Subjects:
citra merek
dukungan selebriti
kredibilitas merek
ekuitas merek berbasis pelanggan
Online Access:https://ojs.uph.edu/index.php/DJM/article/view/2463

Internet

https://ojs.uph.edu/index.php/DJM/article/view/2463

Similar Items