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
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
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.
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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