PENGARUH KREDIBILITAS SELEBRITI TERHADAP EKUITAS MEREK DAN HARAPAN KELANGSUNGAN HUBUNGAN YANG DIMEDIASI OLEH KREDIBILITAS MEREK PADA PENGGUNA SMARTPHONE OPPO DI KOTA PADANG

Ahmad Restu, Soekansa and AKMAL, AKMAL (2023) PENGARUH KREDIBILITAS SELEBRITI TERHADAP EKUITAS MEREK DAN HARAPAN KELANGSUNGAN HUBUNGAN YANG DIMEDIASI OLEH KREDIBILITAS MEREK PADA PENGGUNA SMARTPHONE OPPO DI KOTA PADANG. Diploma thesis, Universitas Bung Hatta.

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Abstract

PENGARUH KREDIBILITAS SELEBRITI TERHADAP EKUITAS MEREK DAN HARAPAN KELANGSUNGAN HUBUNGAN YANG DIMEDIASI OLEH KREDIBILITAS MEREK PADA PENGGUNA SMARTPHONE OPPO DI KOTA PADANG Ahmad Restu Soekansa1), Akmal2) Prodi Manajemen, Fakultas ekonomi bisnis, Universitas Bung Hatta Email:ahmadrestu303@gmail.com, drakmal@gmail.com Abstrak Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kredibilitas selebriti terhadap ekutas merek dan harapan kelangsungan hubungan yang dimediasi oleh kredibilitas merek pada pengguna smarthone Oppo di Kota padang. Sampel yang digunakan 96 responden. Teknik penarikan sampel adalah purposive sampling. Data diolah menggunakan Smart-PLS. Jenis data pada penelitian ini yaitu data kuantitatif. Sumber data yaitu data primer. Hasil dari penelitian ini menunjukan bahwa Kredibilitas selebriti berpengaruh positif terhadap ekuitas merek pada produk smartphone Oppo. Kredibilitas selebriti berpengaruh negatif terhadap harapan kelangsungan hubungan pada pengguna produk smartphone Oppo. Kredibilitas selebriti berpengaruh positif terhadap kredibilitas merek pada pengguna produk smartphone Oppo. Kredibilitas merek berpengaruh positif ekuitas merek pada pengguna produk smartphone Oppo. Kredibilitas merek berpengaruh positif harapan kelangsungan hubungan pada pengguna produk smartphone Oppo. Kredibilitas merek memediasi hubungan antara kredibilitas selebriti terhadap ekuitas merek. Kredibilitas merek memediasi hubungan antara kredibilitas selebriti terhadap harapan kelangsungan hubungan. Kata Kunci : kredibilitas selebriti, ekuitas merek, harapan kelangsungan hubungan, kredibilitas merek. Abstarct This study aims to determine and analyze the influence of celebrity credibility on brand equity and the expectation of continuity of the relationship mediated by brand credibility in Oppo smartphone users in Padang City. The sample used was 96 respondents. The sampling technique is purposive sampling. Data is processed using Smart-PLS. The type of data in this study is quantitative data. The data source is primary data. The results of this study indicate that celebrity credibility has a positive effect on brand equity on Oppo smartphone product. Celebrity credibility has a negative effect on expectations of continuity of relationships in Oppo smartphone product users. Celebrity credibility has a positive effect on brand credibility among users of Oppo smartphone products. Brand credibility has a positive effect on brand equity on Oppo smartphone product users. Brand credibility has a positive effect on the expectation of continuity of relationships among users of Oppo smartphone products. Brand credibility mediates the relationship between celebrity credibility and brand equity. Brand credibility mediates the relationship between celebrity credibility and expectations of relationship continuity. Keywords: celebrity credibility, brand equity, relationship expectations, brand credibility.

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