PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI DENGAN BRAND SWITCHING DAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Pengguna Skincare di Kab Tangerang)

WINARDI, RIZKY EKA (2025) PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI DENGAN BRAND SWITCHING DAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Pengguna Skincare di Kab Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to analyze the effect of Celebrity Endorser on Purchase Intention with Brand Switching and Brand Image as mediating variables. The research method used is quantitative with a Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach, and the data was processed using SmartPLS. Respondents in this study were skincare users in the city of Tangerang. The results of the study show that the Celebrity Endorser does not have a direct and significant effect on Purchase Intention. However, the Celebrity Endorser has a positive and significant effect on both Brand Switching and Brand Image. Furthermore, both Brand Switching and Brand Image have a positive and significant effect on Purchase Intention. In the mediation analysis, Brand Switching and Brand Image are proven to mediate the relationship between Celebrity Endorser and Purchase Intention. These findings indicate that skincare companies need to strategically leverage the role of Celebrity Endorsers, especially in shaping Brand Image and encouraging consumers to switch from other brands. Marketing strategies that highlight the credibility of celebrities and the strength of Brand Image in the eyes of consumers have the potential to increase purchase intention for skincare products more effectively.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	MEUTIA, MEUTIA	197208282003122001
Thesis advisor	GANIKA, GERRY	198205172006041003

Additional Information:

Penelitian ini bertujuan untuk mengevaluasi dampak Celebrity Endorser terhadap Minat Beli, dengan mempertimbangkan peran Brand Switching dan Brand Image sebagai variabel mediasi. Pendekatan yang digunakan adalah kuantitatif dengan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM), serta pengolahan data dilakukan melalui perangkat lunak SmartPLS. Responden dalam studi ini merupakan pengguna produk skincare di wilayah Kab Tangerang. Hasil analisis menunjukkan bahwa Celebrity Endorser tidak memiliki pengaruh langsung yang signifikan terhadap Minat Beli. Namun demikian, Celebrity Endorser secara signifikan berpengaruh positif terhadap Brand Switching dan Brand Image. Selanjutnya, kedua variabel tersebut terbukti memberikan pengaruh positif dan signifikan terhadap Minat Beli. Dalam konteks mediasi, Brand Switching dan Brand Image mampu menjembatani hubungan antara Celebrity Endorser dan Minat Beli secara efektif. Temuan ini mengindikasikan bahwa perusahaan skincare perlu mengoptimalkan pemanfaatan Celebrity Endorser, khususnya dalam membentuk citra merek yang kuat dan mendorong terjadinya perpindahan merek oleh konsumen. Strategi promosi yang menitikberatkan pada kredibilitas selebriti serta penguatan persepsi positif terhadap merek dapat menjadi kunci dalam meningkatkan minat beli konsumen secara maksimal.

Uncontrolled Keywords:

Celebrity Endorser, Brand Switching, Brand Image, Purchase Intention Celebrity Endorser, Brand Switching, Brand Image, Minat Beli

Subjects:

H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Mr Rizky Eka Winardi

Date Deposited:

05 Aug 2025 01:17

Last Modified:

05 Aug 2025 01:17

URI:

http://eprints.untirta.ac.id/id/eprint/53287

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