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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)
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
FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS SULTAN AGENG TIRTAYASA
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) (Text)
NUZULAN NIJMAH AZ-ZAHRA_5551230164_FULL TEXT.pdf
NUZULAN NIJMAH AZ-ZAHRA_5551230164_01.pdf
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NUZULAN NIJMAH AZ-ZAHRA_5551230164_DAFPUS.pdf
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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) (Other)
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H Social Sciences (General)