Abstract: The world of intense competition in the cosmetics field requires entrepreneurs to always develop and enhance creativity in seizing market share. This research was conducted to explain the role of self-brand connection and brand equity in mediating endorser credibility towards purchase intention. This research was conducted in Denpasar City with a sample size of 126 respondents with purposive sampling and accidental sampling methods. Data collection was obtained from the results of the distribution of questionnaires using a five-point Likert scale that was used to measure 14 indicators using the SEM PLS analysis method. The results showed that self-brand connection was able to mediate the effect of endorser credibility on purchase intention but the role of brand equity was not able to mediate the effect of endorser credibility on purchase intention.
Keywords: endorser credibility, self-brand connection, brand equity, purchase intention.
Title: The Role of Self-Brand Connection and Brand Equity Mediate Endorser Credibility with Intention to Purchase on Maybelline’s Product
Author: Ni Putu Maha Dewi Widyajayanti, Tjokorda Gde Raka Sukawati
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Research Publish Journals
