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PENGARUH ENDORSER CREDIBILITY DAN BRAND CREDIBILITY TERHADAP CUSTOMER-BASED BRAND EQUITY (Survei terhadap Pelanggan Aplikasi Ruangguru di Indonesia yang Tergabung dalam Pengikut Instagram Ruangguru)

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PENGARUH

ENDORSER CREDIBILITY

DAN

BRAND CREDIBILITY

TERHADAP

CUSTOMER-BASED BRAND EQUITY

(Survei

terhadap Pelanggan Aplikasi Ruangguru di Indonesia yang Tergabung

dalam Pengikut Instagram Ruangguru)

SKRIPSI

Diajukan untuk Memenuhi Sebagian dari Syarat Memperoleh Gelar

Sarjana Pendidikan pada Program Studi Pendidikan Bisnis

Oleh

Lia Darlia

1604880

FAKULTAS PENDIDIKAN EKONOMI DAN BISNIS

UNIVERSITAS PENDIDIKAN INDONESIA

2020

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PENGARUH

ENDORSER CREDIBILITY

DAN

BRAND CREDIBILITY

TERHADAP

CUSTOMER-BASED BRAND EQUITY

(Survei

terhadap Pelanggan Aplikasi Ruangguru di Indonesia yang Tergabung dalam

Pengikut Instagram Ruangguru)

Oleh :

Lia Darlia

Sebuah skripsi yang diajukan untuk memenuhi salah satu ssyarat memperoleh gelar sarjana

pada Fakultas Pendidikan Ekonomi dan Bisnis

©Lia Darlia

Universitas Pendiidkan Indonesia

Januari 2020

Hak Cipta dilindungi undang-undang

Skripsi ini tidak boleh diperbanyak seluruhnya atau sebagian, dengan dicetak ulang,

difotokopi, atau cara lainnya tanpa ijin dari penulis

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ABSTRAK

Lia Darlia (1604880),

Pengaruh

Endorser Credibility

dan

Brand Credibility

Terhadap

Customer-based brand equity

(Suvei Terhadap Pelanggan Aplikasi

Ruangguru di Indonesia yang Tergabung dalam Pengikut Instagram

Ruangguru) dibawah bimbingan Dr. Lili Adi Wibowo, S.Pd., S.Sos.,MM. dan Dr.

Puspo Dewi Dirgantari , S.Pd., MT., MM

Saat ini dunia

startup

edukasi

di Indonesia terus mengalami perkembangan yang

begitu pesat. Terdapat banyak perusahaan yang bergerak pada industri ini salah

satunya Ruangguru. Persaingan yang ada mengharuskan perusahaan untuk

berinovasi dan memperkuat strategi pemasaran untuk membentuk ekuitas merek.

Upaya membangun ekuitas merek berbasis pelanggan atau

customer based-brand

equity

(CBBE)

perusahaan perlu melibatkan kredibilitas endorser sebagai strategi

untuk membangun kesadaran merek dan resonansi merek dalam jangka panjang

yang memberikan keuntungan bagi perusahaan. CBBE dapat tercipta melalui

endorser credibility

dan

brand credibility.

Penelitian ini bertujuan untuk

memperoleh (1) gambaran

endorser credibility

(2) gambaran

brand credibility

(3)

gambaran CBBE

(4) besarnya pengaruh

endorser credibility

terhadap CBBE (5)

besarnya pengaruh

brand credibility

terhadap CBBE. Jenis penelitian yang

digunakan adalah deskriptif verifikatif. Metode yang digunakan

simple random

sampling

dengan ukuran sampel sebanyak 200 responden. Teknik analisis yang

digunakan adalah analisis

Structure Equation Model

(SEM)-

Partial Least Square

(PLS) dengan menggunakan program SMARTPLS versi 3.2.9. Hasil temuan

penelitian ini menunjukkan bahwa gambaran

endorser credibility

berada pada

kategori cukup baik,

brand credibility

berada pada kategori sangat baik dan CBBE

berada pada kategori cukup baik.

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ABSTRACT

Lia Darlia (1604880),

Pengaruh

Endorser Credibility

dan

Brand Credibility

Terhadap

Customer-based brand equity

(Suvei Terhadap Pelanggan Aplikasi

Ruangguru di Indonesia yang Tergabung dalam Pengikut Instagram

Ruangguru) dibawah bimbingan Dr. Lili Adi Wibowo, S.Pd., S.Sos.,MM. dan Dr.

Puspo Dewi Dirgantari , S.Pd., MT., MM

At present the startup education industry in Indonesia continues to experience

rapid development. There are many companies engaged in the industry, one of them

is Ruangguru. Existing competition requires companies to innovate and strengthen

marketing strategies to

build customer-based brand equity. On the efforts to build

customer-based brand equity company needs to involve endorser credibilit as a

strategy to build brand awareness and brand resonance in the long run that benefit

the company. Endorser Credibility can be created through endorser credibility and

brand credibility. This study aims to obtain (1) a description of endorser credibility

(2) a description of brand credibility (3) a description of

CBBE

(4) the magnitude

of endorser credibility influence on

CBBE

(5) the magnitude of brand credibility

influence on

CBBE

. The type of research used is descriptive verification. The

method used is simple random sampling with a sample size of 200 respondents. The

analysis technique used is Structure Equation Model

(SEM)-

Partial Least Square

(PLS)

using the

SMARTPLS

version 3.29. The findings of this study indicate that

the image of endorser credibility is in a fairly good category, brand credibility is in

a very good

iand

category and

CBBE

is in the fairly good category

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