The Effects of Mediating Consumer-Based Brand Equity and Moderate Income on Endorser Credibility with Buying Interest

Modern Economics

¹  Muchsin Saggaf Shihab²  Hanafi Agustina³  Wahab Zakaria⁴  Indah Raya Permata⁵ 

[1] ;Ph. D of Economics, Marketing Management Economics, Bakrie University, South Jakarta;Ph.D of Economics, Economics in Human Resource Management, Faculty of Economics, Sriwijaya University, Palembang;Ph.d of Economics, Marketing Management Economics, Faculty of Economics, Sriwijaya University, Palembang;graduate student of the Magister of Management Sciences, Faculty of Economics, Sriwijaya University, Palembang;

关键词: consumer-based brand equity;    income;    credibility;   

DOI  :  10.31521/modecon.V16(2019)-02

来源: DOAJ

【 摘 要 】

The purpose of this study is to determine the moderating effect of consumer-based brand equity and income moderation on endorsers’ credibility with buying interest. Respondents in this study were internet users who had seen Safi endorsements on social media —Youtube and Instagram—but had not yet purchased the product. The research design used was systematic random sampling. This study used 240 samples. Data was collected using a questionnaire distributed online through Instagram. Analysis of this study used the Partial Least Square (PLS) program.

【 授权许可】

Unknown