文章基本信息

标题：The Effects of Mediating Consumer-Based Brand Equity and Moderate Income on Endorser Credibility with Buying Interest
其他标题：Вплив опосередкованого споживчого капіталу бренда та помірного доходу на надійність користувачів із купівельним інтересом
本地全文：下载
作者：Indah Raya Permata ; Indah Raya Permata ; Wahab Zakaria 等
期刊名称：Modern Economics
电子版ISSN：2521-6392
出版年度：2019
期号：16
页码：11-20
DOI：10.31521/modecon.V16(2019)-02
语种：English
出版社：Mykolayiv National Agrarian University
摘要：Intriduction. 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. Purpose. Thus, to know the Effect of Endorser Credibility on Buying Interest, The Effect of Endorser Credibility on Consumer-Based Brand Equity, The Effect of Consumer-Based Brand Equity on Buying Interests, The Effect of Consumer-Based Brand Equity on Buying Interests, Income moderates the influence of endorsement credibility on buying interest. Results. The results of this study indicated that consumer-based brand equity mediated the endorser credibility. In addition, the income variable also moderated the relationship. Conclusion. The results of the research are described in the previous paragraph. There are several conclusions as Endorser credibility had a significant effect on buying interest, Endorser credibility had a significant effect on consumer-based brand equity, Consumer-based brand equity had a significant effect on buying interest, Consumer-based brand equity mediated the relationship between endorsement credibility and buying interest, Income moderates the effect of endorsement credibility on buying interest.
其他摘要：Дослідження спрямоване на визначення стримуючого впливу споживчого капіталу бренду та помірності доходів на кредитоспроможність індосантів із зацікавленням у купівлі. Респонденти цього дослідження були користувачами Інтернету, які бачили Safi-індосаменти
关键词：consumer-based brand equity; income; credibility
其他关键词：споживчий капітал бренду; дохід; надійність