SKRIPSI Jurusan Manajemen - Fakultas Ekonomi UM, 2019

Ukuran Huruf:  Kecil  Sedang  Besar

Pengaruh Celebrity Endorser terhadap Brand Equity melalui Brand Credibility (Studi pada Pengguna Shampoo Pantene di Indonesia)

Rahmania Meilysa Almaidah

Abstrak


ABSTRAK

Rahmania, Meilysa Almaidah. 2019.  Pengaruh Celebrity Endorser Terhadap Brand Equity Melalui Brand Credibility (Studi Pada Pengguna Shampoo Pantene di Indonesia), Skripsi, Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Malang. Pembimbing: Dr. Sopiah, M.Pd., M.M.

Kata Kunci: Celebrity Endorser, Brand Credibility, Brand Equity

Persaingan dalam dunia industri saat ini semakin meningkat, persaingan yang terjadi saling memperebutkan dan mempertahankan posisi perusahaan untuk menjadi yang terbaik. Salah satu industri yang mengalami tingkat persaingan yang sangat ketat adalah industri toiletries. PT. Procter & Gamble Indonesia sebagai perusahaan penyedia consumer goods yang mempunyai peranan penting di Indonesia menjadi sangat peduli dengan keberadaan merek shampoonya karena ekuitas merek merupakan salah satu pembuat keputusan konsumen untuk menggunakan produk tersebut.

Tujuan penelitian ini antara lain untuk menjelaskan:

(1) Celebrity endorser, brand credibility dan brand equity;

(2) Pengaruh langsung celebrity endorser terhadap brand equity;

(3) Pengaruh langsung brand credibility terhadap brand equity;

(4) Pengaruh langsung dan tidak langsung celebrity endorser terhadap brand equity melalui brand credibility.

Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian deskriptif dan explanatory research. Populasi dalam penelitian ini adalah pengguna Shampoo Pantene di Indonesia (infinite population). Sampel dalam penelitian ini sebesar 341 responden yang dihitung dengan menggunakan rumus Daniel dan Terrel. Teknik sampling yang digunakan pada penelitian ini adalah purposive sampling. Skala yang digunakan dalam penelitian ini adalah skala likert dan skala semantic differential. Uji kelayakan instrumen menggunakan uji validitas dan uji reliabilitas. Teknik analisis data menggunakan analisis statistik deskriptif dan analisis jalur (path analysis).

Hasil analisis statistik deskriptif menunjukkan bahwa

(1) Celebrity endorser diklasifikasikan sangat menarik;

(2) Brand credibility diklasifikasikan tinggi;

(3) Brand equity diklasifikasikan tinggi.

Hasil analisis jalur menunjukkan bahwa:

(1) Celebrity endorser secara langsung berpengaruh positif dan signifikan terhadap brand credibility;

(2) Brand credibility berpengaruh secara langsung positif dan signifikan terhadap brand equity;

(3) Celebrity endorser berpengaruh secara langsung positif dan siginifikan terhadap brand equity;

(4) Celebrity endorser berpengaruh secara tidak langsung dan signifikan terhadap brand equity melalui brand credibility. Hasil koefisien determinasi total menunjukkan bahwa variabel bebas dan variabel intervening memberi pengaruh terhadap variabel terikat. Hasil uji sobel yang telah dilakukan mendapatkan nilai t sebesar 9, 2297 (thitung > ttabel) yaitu 1,968 maka membuktikan bahwa brand credibility mampu memediasi hubungan pengaruh celebrity endorser terhadap brand equity.

Berdasarkan hasil penelitian, adapun beberapa saran yaitu:

(1) Memilih endorser yang kredibel;

(2) Melakukan sosialisasi produk berupa pemberian sampel produk atau dengan mengadakan experience event yang dapat menumbuhkan brand awareness masyarakat;

(3) Menambahkan added value pada produk dan menonjolkan diferensiasi produk dengan kompetitor.

 

ABSTRACT

Rahmania, Meilysa Almaidah. 2019.  The Effects of Celebrity Endorser on Brand Equity Through Brand Credibility (Study of Pantene Shampoo Users in Indonesia), Sarjana’s Thesis, Department of Management, Faculty of Economics, Universitas Negeri Malang. Advisor: Dr. Sopiah, M.Pd., M.M.

Keywords: Celebrity Endorser, Brand Credibility, Brand Equity

Competition in the world of industry is currently increasing, competition is fighting over each other and maintaining the company's position to be the best. One industry that overcomes intense competition is toiletries. PT. Procter & Gamble Indonesia as a provider of consumer goods that has an important role in Indonesia has become very important with the their shampoo brand because brand equity is one of the decision makers of consumers to use these products.

The purpose of this research is to explain:

(1) Celebrity endorser, brand credibility and brand equity;

(2) The direct impact of celebrity endorser on brand equity;

(3) The direct impact of brand credibility on brand equity;

(4) The direct and indirect impact of celebrity endorser on brand equity through brand credibility.

This research uses a quantitative approach with descriptive and explanatory types of research. The population in this research were Pantene Shampoo users in Indonesia. The sample in this research was 341 respondents calculated by using Daniel and Terrel formulas. The sampling technique used in this research was purposive sampling. The scale used in this research is the Likert scale and semantic differential scale. Feasibility test of the instrument using validity test and reliability test. Data analysis techniques used descriptive statistical analysis and path analysis.

The results of descriptive statistical analysis indicates that:

(1) Celebrity endorser are classified as very interesting;

(2) Brand credibility is classified as high;

(3) Brand Equity is classified as high.

The results of path analysis indicates that:

(1) Celebrity endorser directly have a positive and significant effect on brand credibility;

(2) Brand credibility has a positive and significant direct effect on brand equity;

(3) Celebrity endorser have a direct positive and significant effect on brand equity;

(4) Celebrity endorser have an indirect and significant effect on brand equity through brand credibility. The total determination coefficient results indicates that the independent variables and intervening variables have an influence on the dependent variable. The results of the sobel test that have been done get t value of 9,2297 (tcount > ttable) which is 1,968 proving that brand credibility is able to mediate the relationship of the influence of celebrity endorser on brand equity.

Based on the results of the research, there are some suggestions:

(1) Choosing endorser who has professions related to supported products;

(2) Product socialization which can be either giving product sample or by holding experience events that can increase public brand awareness;

(3) Add added value to the product and highlight product differentiation with competitors.