PENGARUH CELEBRITY ENDORSEMENT TERHADAP CUSTOMER LOYALTY DENGAN BRAND TRUST DAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi Kasus Pengguna Produk Skintific Pada Generasi Z di Kota Serang)

Az-zahra, Nuzulan Nijmah (2026) PENGARUH CELEBRITY ENDORSEMENT TERHADAP CUSTOMER LOYALTY DENGAN BRAND TRUST DAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi Kasus Pengguna Produk Skintific Pada Generasi Z di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to analyze the influence of celebrity endorsement on customer loyalty, with brand trust and customer satisfaction as intervening variables among Skintific product consumers. The study was conducted in 2025 using quantitative methods. Data were collected through questionnaires from 160 respondents who were Skintific product users. The analysis technique used was Partial Least Squares-Structural Equation Modeling (PLS-SEM) to examine the relationships between variables and their direct and indirect influences within the research model. The results showed that: (1) Celebrity endorsement has a positive and significant effect on customer loyalty. (2) Celebrity endorsement has a positive but insignificant effect on brand trust. (3) Celebrity endorsement also has a positive and significant effect on customer satisfaction. (4) Brand trust has a positive and significant effect on customer loyalty. (5) Customer satisfaction has a positive and significant effect on customer loyalty. (6) Brand trust is unable to mediate the relationship between celebrity endorsement and customer loyalty. (7) Customer satisfaction is able to mediate the relationship between celebrity endorsement and customer loyalty. These findings indicate that customer satisfaction is a major factor in building consumer loyalty, so companies need to maximize celebrity endorsement strategies that can improve customer experience and satisfaction. Keywords: Celebrity Endorsement, Customer Loyalty, Brand Trust, Customer Satisfaction

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Lutfi, Lutfi	196711032005011001
Thesis advisor	Azie Setya, Yanto	197710072005011002

Additional Information:

Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorsement terhadap customer loyalty dengan brand trust dan customer satisfaction sebagai variabel intervening pada konsumen produk Skintific. Penelitian dilakukan pada tahun 2025 dengan menggunakan metode kuantitatif. Data dikumpulkan melalui kuesioner kepada 160 responden yang merupakan pengguna produk Skintific. Teknik analisis yang digunakan adalah Partial Least Square-Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antar variabel serta pengaruh langsung dan tidak langsung dalam model penelitian. Hasil penelitian menunjukkan bahwa: (1) Celebrity endorsement berpengaruh positif dan signifikan terhadap customer loyalty. (2) Celebrity endorsement berpengaruh positif namun tidak signifikan terhadap brand trust. (3) Celebrity endorsement juga berpengaruh positif dan signifikan terhadap customer satisfaction. (4) Brand trust berpengaruh positif dan signifikan terhadap customer loyalty. (5) Customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty. (6) Brand trust tidak mampu memediasi hubungan antara celebrity endorsement terhadap customer loyalty. (7) Customer satisfaction mampu memediasi hubungan antara celebrity endorsement dan customer loyalty. Temuan ini mengindikasikan bahwa kepuasan pelanggan menjadi faktor utama dalam membangun loyalitas konsumen, sehingga perusahaan perlu memaksimalkan strategi celebrity endorsement yang mampu meningkatkan pengalaman dan kepuasan pelanggan. Kata Kunci: Celebrity Endorsement, Customer Loyalty, Brand Trust, Customer Satisfaction

Subjects:

H Social Sciences > H Social Sciences (General)

Divisions:

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

Depositing User:

Nuzulan Nijmah Az-zahra

Date Deposited:

18 Feb 2026 08:30

Last Modified:

18 Feb 2026 08:30

URI:

http://eprints.untirta.ac.id/id/eprint/58207

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