STUDY EKSPERIMENTAL ENDORSER CREDIBILITY TERHADAP BRAND CREDIBILITY, BRAND EQUITY, DAN PURCHASE INTENTION

• Main Author: MISBAQUL DEWI SENDANGSARI
• Format: Theses and Dissertations NonPeerReviewed
• Language: Indonesian; Indonesian; Indonesian; Indonesian; Indonesian; Indonesian; Indonesian; Indonesian; Indonesian; Indonesian
• Published: 2020
• Subjects: H Social Sciences; HB Economic Theory
• Online Access: http://repository.unair.ac.id/97343/1/1.%20HALAMAN%20JUDUL%20.pdf; http://repository.unair.ac.id/97343/2/2.%20ABSTRAK%20.pdf; http://repository.unair.ac.id/97343/3/3.%20DAFTAR%20ISI%20.pdf; http://repository.unair.ac.id/97343/4/4.%20BAB%201%20.pdf; http://repository.unair.ac.id/97343/5/5.%20BAB%202%20.pdf; http://repository.unair.ac.id/97343/6/6.%20BAB%203%20.pdf; http://repository.unair.ac.id/97343/7/7.%20BAB%204%20.pdf; http://repository.unair.ac.id/97343/8/8.%20BAB%205%20.pdf; http://repository.unair.ac.id/97343/9/9.%20DAFTAR%20PUSTAKA%20.pdf; http://repository.unair.ac.id/97343/10/10.%20LAMPIRAN%20.pdf; http://repository.unair.ac.id/97343/; http://lib.unair.ac.id
• Institution: Universitas Airlangga

Penelitian ini menguji perbedaan Endorser credibility pada iklan promosi di instagram tentang produk kosmetik dari in autentic celebrity brand dan autentic celebrity brand terhadap brand credibility, brand equity, dan purchase intention menggunakan uji MANOVA, kemudian menguji pengaruh brand cred...