Pengaruh Endorsement Non-Selebrity Dalam Membangun Citra Merek Produk Usaha Mikro Kecil Menengah (UMKM) Dengan Eptic Model Sebagai Variabel Moderasi Di Kota Metro

Anggylia Eka Saputri; Selamet Fuadi; Ratmono

doi:10.24127/diversifikasi.v5i1.4231

Anggylia Eka Saputri Universitas Muhammadiyah Metro
Selamet Fuadi Universitas Muhammadiyah Metro
Ratmono Universitas Muhammadiyah Metro

DOI: https://doi.org/10.24127/diversifikasi.v5i1.4231

Keywords: Endorsement Non-Celebrity, Brand Image, UMKM and Eptic Model

Abstract

This research used descriptive quantitative approach which the aims to determine there is an
influence of non-celebrity endorsements in building brand image on UMKM products in
Metro city. The samples in this research used 466 UMKM actors in food products. The
results of the analysis show that non-celebrity endorsements have a significant effect on
UMKM business products in the Metro city with a significance value of 0.040 which means
<0.05, brand image has a significant effect on UMKM business products in the Metro city
with a significant value of 0.040 which means <0.05, eptic variable the model as a
moderating variable that has a significant effect and strengthens the non-celebrity
endorsement relationship on UMKM in the Metro city with t count 2.382 > than t table of
(1.98397) and the eptic model variable as a moderating variable that has a significant effect
and strengthens the brand image relationship on UMKM in the Metro city with t count 2.214
> than t table of (1.98397).