Indah Raya Permata, graduate student of the Magister of Management Sciences, Faculty of Economics, Sriwijaya University, Palembang

e-mail: indah.irpk@gmail.com

Wahab Zakaria, Ph.d of Economics, Marketing Management Economics, Faculty of Economics, Sriwijaya University, Palembang

ORCID ID: 0000-0003-1036-023x
e-mail: zkwahab@yahoo.com

Muchsin Saggaf Shihab, Ph. D of Economics, Marketing Management Economics, Bakrie University, South Jakarta

e-mail: muchsin.shihab@bakrie.ac.id

Hanafi Agustina, Ph.D of Economics, Economics in Human Resource Management, Faculty of Economics, Sriwijaya University, Palembang

ORCID ID: 0000-0003-2966-3943
e-mail: tinahanafi@ymail.com

The Effects of Mediating Consumer-Based Brand Equity and Moderate Income on Endorser Credibility with Buying Interest

Abstract. 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.

Keywords: consumer-based brand equity, income, credibility.

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