PENGARUH CELEBRITY ENDORSEMENT TERHADAP BRAND CREDIBILITY DAN BRAND EQUITY PADA ONLINE SHOP (Study pada Online Shop Vanilla Hijab Indonesia)

Abstract: The aim of the study was to determine the influence of Celebrity Endorsement on Brand Credibility and Brand Equity on onlineshop that registered in social media Instagram. Total sample of 110 consumers of Vanilla Hijab were used as respondends on this study, collected using purposing sampling technique with the following criteria: (1) their age should be between 18-25 years, (2) have Instagram account and known well onlineshop, and has made purchased at least twice on Vanilla Hijab through the application. Data analysis technique used in this study is Partial Least Square (PLS) with SmartPLS 2.0. The results of this study indicated that there was significant influence on the relationship between Celebrity Endorsement to Brand Credibility, Brand Credibility to Brand Equity, and Celebrity Endorsement to Brand Equity trough Brand Credibility. However, there was no significant influence on relationship between Celebrity Endorsement to Brand Equity directly. In addition, the result of this study also showed that Brand Credibility was significant mediate the relationship between Celebrity Endorsement and Brand Equity perfectly. Keywords: Celebrity Endorsement, Brand Credibility, Brand Equity Abstrak: Tujuan dari penelitian ini adalah untuk mengetahui pengaruh penggunaan Celebrity Endorsement terhadap Brand Credibility dan Brand Equity pada online shop yang ada di sosial media Instagram. Jumlah sampel dalam penelitian adalah sebanyak 110 responden konsumen Vanilla Hijab yang ada di seluruh Indonesia. Penelitian ini menggunakan teknik purposive sampling dengan kriteria sebagai berikut : (1) berusia 18 hingga 25 tahun. (2) memiliki akun Instagram dan mengenal online shop serta produk Vanilla Hijab dan telah melakukan pembelian produk secara online melalui aplikasi tersebut sebanyak minimal 2kali. Teknik analisis data yang dilakukan dengan menggunakan Partial Least Square (PLS) dengan SmartPLS 2.0. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan pada hubungan Celebrity Endorsement terhadap Brand Credibility, Brand Credibility terhadap Brand Equity dan Celebrity Endorsement terhadap Brand Equity melalui Brand Credibility. akan tetapi tidak ada pengaruh yang signifikan pada hubungan Celebrity Endorsement terhadap Brand Equity secara langsung. Hasil penelitian juga menunjukkan bahwa Brand Credibility memediasi secara penuh antara Celebrity Endorsement terhadap Brand Equity. Katakunci: Celebrity Endorsement, Brand Credibility, Brand Equit