![]() ![]() There is a positive influence between credibility of endorsers and brand equity and self-brand connections have an indirect influence or as a mediator between credibility of endorsers and brand equity. The results of this study are endorser credibility, brand equity and self-brand connections in ‘ Shopee for Men’ in the high category. ![]() This study uses SEM-PLS data analysis techniques. Respondents from this study were 100 consumers with male sex living on the island of Java. Keywords: Language, Communication, Cultural reality. The sampling technique in this study was purposive sampling which is a part of non probability. Or as a coin side one is the language and the other is culture. This study uses a quantitative method with a type of descriptive causal research. Therefore the purpose of this study was to determine the effect of endorser credibility on brand equity with self-brand connection as a mediator. The factor that can shape the equity band is the credibility of endorsers and their own brand connections. Shopee has a strategy by launching the ‘ Shopee for Men’ program and using Bambang Pamungkas and Vincent Rompies as supporters to change consumer perceptions that Shopee is a market for all people and forms Shopee brand equity. This will have an impact on consumer preferences including male consumers of the Shopee brand. Though Shopee is a neutral market and is aimed at all circles. ![]() Shopee is known by consumers as a brand associated with brands only for women. Shopee is one of the markets that provide online trading platforms in Indonesia. ![]()
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