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The Influence of Social Media Endorsement Credibility on Customers-Based Brand Equity

Hari Meidiansyah(1), Ratih Hurriyati(2), Puspo Dewi Dirgantari(3),


(1) Universitas Pendidikan Indonesia
(2) Universitas Pendidikan Indonesia
(3) Universitas Pendidikan Indonesia
Corresponding Author

Abstract


This study aims to determine the effect of Social Media Endorsement Credibility on Customer-Based Brand Equity. The population in this study are Ardiles Instagram followers. Sampling used a simple random sampling method (random sampling) using a probability sampling technique of 180 people. The analysis technique is Simple Linear Regression analysis with SPSS 23.0 for Windows computer software. The findings of this study indicate that the description of Social Media Endorsement Credibility on Customer-Based Brand Equity is a fair category. Social Media Endorsement Credibility has a positive and significant impact on Ardiles' Customers Based Brand Equity. The implications of good Social Media Endorsement Credibility can increase the value of Ardiles' Customers Based Brand Equity.

Keywords


Customer-based brands equity; Social media credibility endorsement

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