Peran celebrity endorser dengan brand equity Elzatta di Kota Blitar

INDONESIA:

Brand equity merupakan aset, nama, atau simbol penilaian yang diberikan konsumen kepada produk atau jasa pada perusahaan tertentu guna untuk memilih dan mengkonsumsi produk atau jasa tersebut atau tidak. Semakin banyak konsumen yang mengenal dan menggunakan produk atau jasa tersebut, semakin tinggi brand equity produk atau jasa tersebut. Penelitian ini bertujuan untuk mengetahui peran celebrity endorser terhadap brand equity Elzatta di galeri resmi Elzatta Hijab Blitar. Populasi dalam penelitian ini adalah konsumen atau pelanggan Elzatta. Sampel dalam penelitian ini berjumlah 150 orang responden dengan teknik nonprobability sampling. Skala yang digunakan dalam penelitian ini terdiri dari dua skala yaitu skala celebrity endorser sebanyak 9 aitem dan semuanya valid, skala yang kedua yaitu brand equity sebanyak 16 aitem dengan aitem valid 15. Perhitungan reliabilitas variabel celebrity endorser diperoleh nilai koefisien 0,825, dan reliabilitas variabel brand equity diperoleh nilai koefisien 0,889. Dimana kedua angka tersebut menurut kaidah reliabilitas dinyatakan sangat reliabel. Teknik analisis data yang digunakan adalah analisis regresi linier sederhana. Berdasarkan analisis data didapatkan hasil kategori setiap variabelnya. Pada variabel brand equity terdapat 84 konsumen (56%) memiliki brand equity tinggi, 66 konsumen (44%) memiliki brand equity sedang, dan tidak ada konsumen (0%) yang memiliki brand equity rendah. Sedangkan Pada variabel celebrity endorser terdapat 97 konsumen (64,67%) memiliki perhatian celebrity endorser tinggi, 52 konsumen (34,67%) memiliki perhatian celebrity endorser sedang, dan 1 konsumen (0,67%) memiliki perhatian celebrity endorser rendah di galeri resmi Elzatta Hijab Blitar. Hasil penelitian menunjukkan bahwa terdapat pengaruh peran celebrity endorser terhadap brand equity Elzatta dengan nilai Fhitung sebesar 20,273 dengan taraf sig. (0,000) lebih kecil dari (0,05). Celebrity endorser menyumbang sebesar 12% terhadap brand equity, dan sisanya ada pengaruh lain yang dapat mempengaruhi brand equity yang tidak masuk dalam penelitian ini.

ENGLISH:

Brand equity is an asset, name or assessment symbol that is given consumer to the product or service in a particular company in order to select and consume the product or service or not. More and more consumers that know and use the product or service, and the higher of brand equity of products or services. This study aimed to determine the role of celebrity endorser against the brand equity of Elzatta in the gallery official of Elzatta Hijab Blitar. The populations in this study were customers of Elzatta. The sample in this study amounted to 150 respondents with non-probability sampling technique. The scale that used in this study consisted of two scale, namely the scale of celebrity endorser as much as 9 items and valid, and the scale of the brand equity of 16 items with a valid items of 15. The calculation of the reliability values of celebrity endorser variable was obtained coefficient of 0.825, and reliability of the variable of brand equity was obtained coefficient values of 0.889. These two numbers according to the norms of reliability was very reliable. The data analysis technique used simple linear regression analysis. Based on the analysis of the data showed the category of each variable. In the brand equity variable was 84 consumers (56%) that had a high brand equity, 66 consumers (44%) had middle brand equity, and no customer (0%) that had low brand equity. The celebrity endorser variable was 97 consumers (64.67%) that had a high attention to celebrity endorser, 52 consumers (34.67%) that had a middle attention celebrity endorser , and one consumer (0.67%) had a low attention of celebrity endorser in the Hijab Elzatta gallery official Blitar. The results showed that there were significant celebrity endorser role against brand equity of Elzatta with calculated of Fcount value of 20.273 with a level of sig. (0,000) was smaller than (0.05). Celebrity endorser accounted for 12% toward brand equity, and the rest, there were others influence that can affect the brand equity that were not included in this research.