Brand awareness dan celebrity endorsement untuk memprediksi customer based brand equity pelanggan produk skin care innisfree di jakarta barat: Brand credibility sebagai variabel mediasi./Yulita Pangestu Ongkowidjaja

Ongkowidjaja, Yulita Pangestu (2018) Brand awareness dan celebrity endorsement untuk memprediksi customer based brand equity pelanggan produk skin care innisfree di jakarta barat: Brand credibility sebagai variabel mediasi./Yulita Pangestu Ongkowidjaja. Skripsi thesis, Universitas Tarumanagara.

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Abstract

The purpose of this resarch is to examine whether brand awareness can predict customer based brand equity of innisfree?s skin care product in west jakarta, celebrity endorsement can predict customer based brand equity of innisfree?s skin care product in west jakarta, brand awareness can predict brand credibility of innisfree?s skin care product in west jakarta, celebrityendorsement can predict brand credibility of innisfree?s skin care product in west jakarta , brand credibility can predict customer based brand equity of innisfree;s skn care product in west jakarta, brand credibility can mediate the prediction of brand awareness to customer based brand equity of innisfree?sskin care product in weat jakarta, brand credibility can mediate the prediction of celebrity endorsement to customer based brand equity of innisfree?s skin care product in west jakarta. The population of this research are innisfree?s customers in jakarta.The samples as 150 responden by online questionnaires whit the nonprobability sampling technique with convenience sampling. Overall, the result of this study are positively and significant predict on brand credibility and customer based brand equity, brand credibility positively and significant mediate the prediction of brand awareness and celebrity endorsement to customer based brand equity of innisfree?s skin care product in west jakarta, except brand awareness is not significant to predict customer based brand equity of innisfree?s skin care product in west jakarta.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 03 Dec 2018 01:57
Last Modified: 03 Dec 2018 01:57
URI: http://repository.untar.ac.id/id/eprint/9337

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