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Pengaruh Visibility, Credibility, Attraction dan Power Celebrity Endorse terhadap Brand Image (Studi pada Mahasiswa FEB UNISMA Angkatan 2016-2018 pengguna Shopee)

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Visibility, Credibility, Attraction dan Power Celebrity Endorse terhadap Brand Image (Studi pada Mahasiswa FEB UNISMA Angkatan 2016-2018 pengguna Shopee)
 
Creator Fauzi, Muhammad
Mardani, Ronny Malavia
Rahman, Fahrurrozi
 
Description ABSTRACT The goal of the study is to determine the effect of visibility, credibility, attraction, and power celebrity endorse on brand image on the Shopee, buying and selling site. The population in this study was the 2016-2018 FEB Students of the University of Islam Malang who used the Shopee, buying and selling site. The number of sample is 96 respondents who were selected using a purposive sampling technique. Hypothesis testing in this study used multiple linear regression analysis. The results showed that the variables of visibility, credibility, attraction, and power celebrity endorse partially affect brand image. The variables which influenc brand image are visibility, credibility, attraction, and power celebrity. Keywords: Visibility, Credibility, Attraction, Power and Brand Image
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2020-08-11
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/7943
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 09 No. 06 Agustus 2020
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/7943/6487
 
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