摘要：Peran Kredibilitas Merek Memediasi Kredibilitas Endorser dengan Ekuitas Merek. Penelitian ini bertujuan menjelaskan peran kredibilitas merek memediasi kredibilitas endorser dengan ekuitas merek pada Konsumen “Kartu AS” di Kota Denpasar, Bali. Responden dalam penelitian ini adalah 200 pelanggan “Kartu AS” di Kota Denpasar. Metode penentuan sampel menggunakan metode purposive sampling, dengan kriteria pelanggan responden yang pernah melihat iklan dan menggunakan layanan “Kartu AS” minimal 6 (enam) bulan terakhir, serta minimal berpendidikan SMA/SMK. Pengujian hipotesis penelitian dilakukan dengan Structural Equation Modeling (SEM) dengan alat bantu aplikasi Analysis of Moment Structure (AMOS). Hasil penelitian menunjukkan bahwa kredibilitas endorser berpengaruh positif dan signifikan terhadap kredibilitas merek, kredibilitas endorser berpengaruh positif dan signifikan terhadap ekuitas merek, kredibilitas merek berpengaruh positif dan signifikan terhadap ekuitas merek, dan kredibilitas merek mampu memediasi secara signifikan pengaruh kredibilitas endorser terhadap ekuitas merek.
其他摘要：Empirically the Role of Brand Credibility to Mediate Endorser Credibility and The Brand Equity on Consumers. This study aims to investigate empirically the role of brand credibility to mediate endorser credibility and the brand equity on consumers “Kartu AS” in Denpasar, Bali. Respondents in this study is the 200 customers of “Kartu AS” in the Denpasar City. The sampling method used is purposive sampling method, with the customer’s criteria of respondents, who had seen the advertise and use “Kartu AS” at least 6 (six) months, as well as a minimum of a high school educationTesting the hypothesis of the study carried out by Structural Equation Modeling (SEM) with applications tools Analysis of Moment Structure (AMOS). The results showed that endorser credibility positive and significant impact on brand credibility, endorser credibility positive and significant impact on brand equity, brand credibility positive and significant impact effect on brand equity, and brand credibility is able to mediate significantly the effect of endorser credibility to brand equity.
