分析名人信任对印尼本土化妆品可信度和品牌资产结构的影响

Marelita Rinaldi
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引用次数: 0

摘要

印度尼西亚化妆品行业的快速发展引发了公司之间的竞争。使用明星代言的营销策略是化妆品公司经常使用的策略之一。在印尼 "韩流 "现象的支持下,当地一些化妆品公司开始使用韩国明星代言。本研究旨在确定名人信任对使用韩国名人代言的本地化妆品公司的广告可信度、品牌可信度和品牌资产的影响。本研究的数据通过社交媒体发放的在线问卷获得。数据来自 222 名受访者,然后使用 PLS-SEM 方法进行分析。研究分析结果表明,名人信任与广告可信度和品牌可信度呈显著正相关。广告可信度和品牌可信度与品牌资产呈显著正相关。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Analisis Pengaruh Celebrity Trust terhadap Konstruk Kredibilitas dan Ekuitas Merek Kosmetik Lokal Indonesia
The rapid development in the cosmetics industry in Indonesia has triggered competition between companies. The marketing strategy using celebrity endorsements is one of the strategies often used by cosmetic companies. Supported by the Korean wave phenomenon in Indonesia, several local cosmetic industry companies have started using celebrity endorsements with South Korean celebrities. This study aims to determine the effect of celebrity trust on advertising credibility, brand credibility, and brand equity in local cosmetic companies that endorse celebrities with South Korean celebrities. The data in this study were obtained through online questionnaires distributed through social media. Data were obtained from 222 respondents then analysed using the  PLS-SEM method. The research analysis results show that celebrity trust is positively and significantly related to advertising and brand credibility. Advertising credibility and brand credibility are positively and significantly related to brand equity.
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