PENGARUH ADVERTISING DAN BRAND PERSONALITY TERHADAP BRAND EQUITY : Survei pada Followers Instagram Personal Care Marina di Indonesia - Femmy Hardyanti Safarah, - (2023)
ABSTRAK Femmy Hardyanti Safarah (1805033) "Pengaruh Advertising dan Brand Personality terhadap Brand Equity (survei pada Followers Instagram Personal Care Marina di Indonesia)" di bawah bimbingan Dr. Bambang Widjajanta, MM. dan Dr. Puspo Dewi Dirgantari,S.Pd.,MT., MM. Penelitian ini bertujuan untuk memperoleh gambaran dari advertising, brand personality dan brand equity serta pengarug dari advertising dan brand personality terhadap brand equity pada followers Instagram personal care Marina di Indonesia. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Sampel yang digunakan pada penelitian ini berjumlah 200 responden yang merupakan konsumen personal care Marina di Indonesia yang tergabung ke dalam followers Instagram personal care Marina. Teknik analisis yang digunakan pada penelitian ini yaitu menggunakan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menyatakan bahwa gambaran advertising, brand personality dan brand equity berada pada kategori baik. Advertising memiliki pengaruh yang positif dan signifikan terhadap brand equity. Brand personality yang berpengaruh terhadap brand equity secara positif dan signifikan. Kemudian, advertising dan brand personality berpengaruh secara positif dan signifikan terhadap brand equity. Temuan ini menunjukkan bahwa advertising dan brand personality akan mendorong terciptanya dan meningkatnya brand equity. ABSTRACT Femmy Hardyanti Safarah (1805033) "The Influence of Advertising and Brand Personality on Brand Equity (survey of Instagram Personal Care Marina Followers in Indonesia)" under the guidance of Dr. Bambang Widjajanta, MM. and Dr. Puspo Dewi Dirgantara, S.Pd., MT., MM. This study aims to obtain an overview of advertising, brand personality and brand equity as well as the effect of advertising and brand personality on brand equity among Marina personal care Instagram followers in Indonesia. This research uses descriptive and verification methods with a quantitative approach. The sample used in this study was 200 respondents who are Marina personal care consumers in Indonesia who are members of Marina's Instagram personal care followers. The analysis technique used in this study is the Structural Equation Modeling (SEM) method. The findings in this study state that the description of advertising, brand personality and brand equity are in the good category. Advertising has a positive and significant influence on brand equity. Brand personality that influences brand equity positively and significantly. Then, advertising and brand personality have a positive and significant effect on brand equity. These findings indicate that advertising and brand personality will encourage the creation and increase of brand equity.