Peran Kredibilitas Merek Memediasi Kredibilitas Endorser dengan Ekuitas Merek

Increased Credibility and brand equity "Kartu AS" are the essence of the company's profitability because the present value of the brand in the market , so high credible endorser is needed, such as "Sule". This study aims to investigate empirically the role of brand credibility to mediate endorser credibility and the brand equity on consumers "Kartu AS" in Denpasar, Bali. Respondents in this study is the 200 customers of "Kartu AS" in the Denpasar City. The sampling method used in this study is purposive sampling method, with the customer's criteria of respondents, who had seen the ad and use "Kartu AS" at least 6 (six) months, as well as a minimum of a high school educationTesting the hypothesis of the study carried out by Structural Equation Modeling (SEM) with applications tools Analysis of Moment Structure (AMOS). The results showed that: (1) endorser credibility positive and significant impact on brand credibility, (2) endorser credibility positive and significant impact on brand equity, (3) brand credibility positive and significant impact effect on brand equity, and (4) brand credibility is able to mediate significantly the effect of endorser credibility to brand equity. The management of PT Telekomunikasi Seluler ("Telkomsel") is advised to choose a celebrity endorser high credibility to be able to serve as one of the alternative methods. It is expected to enhance brand credibility and brand equity of "Kartu AS". Keywords: Endorser Credibility, Brand Credibility, Brand Equity