{"id":12163,"date":"2019-09-20T10:00:17","date_gmt":"2019-09-20T07:00:17","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=12163"},"modified":"2019-09-19T14:38:34","modified_gmt":"2019-09-19T11:38:34","slug":"the-effects-of-mediating-consumer-based","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/the-effects-of-mediating-consumer-based\/","title":{"rendered":"Indah R. P., Wahab Z., Muchsin S. S., Hanafi A., The Effects of Mediating Consumer-Based Brand Equity and Moderate Income on Endorser Credibility with Buying Interest"},"content":{"rendered":"

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JEL Classification<\/strong>: M10, M31<\/span><\/td>\nDOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V16(2019)-02<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]<\/p>\n

Indah Raya Permata<\/strong>, graduate student of the Magister of Management Sciences, Faculty of Economics, Sriwijaya University, Palembang<\/p>\n

e-mail<\/strong>: indah.irpk@gmail.com<\/a><\/p>\n

Wahab Zakaria<\/strong>, Ph.d of Economics, Marketing Management Economics, Faculty of Economics, Sriwijaya University, Palembang<\/p>\n

ORCID ID<\/strong>: 0000-0003-1036-023x<\/a>
\ne-mail<\/strong>: zkwahab@yahoo.com<\/a><\/p>\n

Muchsin Saggaf Shihab<\/strong>, Ph. D of Economics, Marketing Management Economics, Bakrie University, South Jakarta<\/p>\n

e-mail<\/strong>: muchsin.shihab@bakrie.ac.id<\/a><\/p>\n

Hanafi Agustina<\/strong>, Ph.D of Economics, Economics in Human Resource Management, Faculty of Economics, Sriwijaya University, Palembang<\/p>\n

ORCID ID<\/strong>: 0000-0003-2966-3943<\/a>
\ne-mail<\/strong>: tinahanafi@ymail.com<\/a><\/p>\n

The Effects of Mediating Consumer-Based Brand Equity and Moderate Income on Endorser Credibility with Buying Interest<\/h2>\n

 <\/p>\n

Abstract. Intriduction<\/strong>. The purpose of this study is to determine the moderating effect of consumer-based brand equity and income moderation on endorsers\u2019 credibility with buying interest. Respondents in this study were internet users who had seen Safi endorsements on social media \u2014Youtube and Instagram\u2014but 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.<\/p>\n

Purpose<\/strong>. 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.<\/p>\n

Results<\/strong>. The results of this study indicated that consumer-based brand equity mediated the endorser credibility. In addition, the income variable also moderated the relationship.<\/p>\n

Conclusion<\/strong>. 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.<\/p>\n

Keywords<\/strong>: consumer-based brand equity, income, credibility.<\/p>\n

References:<\/strong><\/p>\n

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    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received:<\/strong> 07 July 2019<\/p>\n

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    Indah R. P., Wahab Z., Muchsin S. S., Hanafi A., (2019). The Effects of Mediating Consumer-Based Brand Equity and Moderate Income on Endorser Credibility with Buying Interest. Modern Economics<\/em>, 16(2019), 11-20. DOI: https:\/\/doi.org\/10.31521\/modecon.V16(2019)-02.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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    [vc_row][vc_column][vc_column_text] JEL Classification: M10, M31 DOI: https:\/\/doi.org\/10.31521\/modecon.V16(2019)-02 [\/vc_column_text][vc_column_text] 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
    Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[119],"tags":[118],"class_list":["post-12163","post","type-post","status-publish","format-standard","hentry","category-16-2019","tag-16-2019"],"_links":{"self":[{"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/posts\/12163"}],"collection":[{"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/comments?post=12163"}],"version-history":[{"count":0,"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/posts\/12163\/revisions"}],"wp:attachment":[{"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/media?parent=12163"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/categories?post=12163"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/tags?post=12163"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}