PENGARUH SOCIAL MEDIA ENDORSEMENT CREDIBILITY TERHADAP CUSTOMER BASED BRAND EQUITY: studi pada pelanggan sepatu olahraga ardiles di indonesia yang tergabung dalam pengikut instagram ardiles - Hari Meidiansyah, - (2023)
Penelitian ini bertujuan untuk mengetahui Pengaruh Social Media Endorsement Credibility terhadap Customer Based Brand Equity. Populasi dalam penelitian ini adalah followers Instagram Ardiles. Pengambilan sampel menggunakan metode simple random sampling (pengambilan sampel secara acak) dengan menggunakan teknik probability sampling terhadap 180 orang. Teknik analisis adalah analisis Regresi Linear Sederhana dengan alat bantu software komputer SPSS 23.0 for windows. Temuan penelitian ini menunjukan bahwa gambaran Social Media Endorsement Credibility terhadap Customer Based Brand Equity berada pada kategori cukup baik. Social Media Endorsement Credibility memiliki pengaruh yang positif dan signifikan Customer Based Brand Equity Ardiles. Implikasi dari Social Media Endorsement Credibility yang baik maka dapat meningkatkan nilai Customer Based Brand Equity Ardiles. 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 simple random sampling method (random sampling) using 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 in a fairly good category. Social Media Endorsement Credibility has a positive and significant impact on Ardiles' Customer Based Brand Equity. The implications of good Social Media Endorsement Credibility can increase the value of Ardiles' Customer Based Brand Equity.