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

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