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

http://eprints.untirta.ac.id/id/eprint/58207
type: Thesis
type: Article
title: 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)
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
date: 2026-02-10
status: published
creator: Nuzulan Nijmah Az-zahra
author list: authors
THS: Lutfi Lutfi
THS: Yanto Azie Setya
type: EPrint
type: ThesisEPrint
is part of: repository
has document: http://eprints.untirta.ac.id/id/document/365421
has document: http://eprints.untirta.ac.id/id/document/365427
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has document: http://eprints.untirta.ac.id/id/document/365443
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has document: http://eprints.untirta.ac.id/id/document/365473
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has document: http://eprints.untirta.ac.id/id/document/365479
has document: http://eprints.untirta.ac.id/id/document/365480
subject: H Social Sciences (General)

http://eprints.untirta.ac.id/id/document/365421
type: Document
label: 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)
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http://eprints.untirta.ac.id/id/document/365427
type: Document
label: 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)
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http://eprints.untirta.ac.id/id/document/365432
type: Document
label: 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)
has file: NUZULAN NIJMAH AZ-ZAHRA_5551230164_02.pdf
has part: NUZULAN NIJMAH AZ-ZAHRA_5551230164_02.pdf

http://eprints.untirta.ac.id/id/document/365435
type: Document
label: 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)
has file: NUZULAN NIJMAH AZ-ZAHRA_5551230164_03.pdf
has part: NUZULAN NIJMAH AZ-ZAHRA_5551230164_03.pdf

http://eprints.untirta.ac.id/id/document/365436
type: Document
label: 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)
has file: NUZULAN NIJMAH AZ-ZAHRA_5551230164_04.pdf
has part: NUZULAN NIJMAH AZ-ZAHRA_5551230164_04.pdf

http://eprints.untirta.ac.id/id/document/365440
type: Document
label: 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)
has file: NUZULAN NIJMAH AZ-ZAHRA_5551230164_05.pdf
has part: NUZULAN NIJMAH AZ-ZAHRA_5551230164_05.pdf

http://eprints.untirta.ac.id/id/document/365443
type: Document
label: 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)
has file: NUZULAN NIJMAH AZ-ZAHRA_5551230164_DAFPUS.pdf
has part: NUZULAN NIJMAH AZ-ZAHRA_5551230164_DAFPUS.pdf

http://eprints.untirta.ac.id/id/document/365444
type: Document
label: 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)
has file: NUZULAN NIJMAH AZ-ZAHRA_5551230164_LAMP.pdf
has part: NUZULAN NIJMAH AZ-ZAHRA_5551230164_LAMP.pdf

UNIVERSITAS SULTAN AGENG TIRTAYASA
type: Organization

FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS SULTAN AGENG TIRTAYASA
type: Organization

Lutfi Lutfi
type: Person
given name: Lutfi
family name: Lutfi

Nuzulan Nijmah Az-zahra
type: Person
given name: Nuzulan Nijmah
family name: Az-zahra

Yanto Azie Setya
type: Person
given name: Yanto
family name: Azie Setya

FAKULTAS EKONOMI DAN BISNIS
type: Organization

MANAJEMEN
type: Organization

http://eprints.untirta.ac.id/id/document/365473
type: Document
label: 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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http://eprints.untirta.ac.id/id/document/365474
type: Document
label: 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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http://eprints.untirta.ac.id/id/document/365475
type: Document
label: 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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http://eprints.untirta.ac.id/id/document/365476
type: Document
label: 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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http://eprints.untirta.ac.id/id/document/365477
type: Document
label: 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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http://eprints.untirta.ac.id/id/document/365478
type: Document
label: 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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http://eprints.untirta.ac.id/id/document/365479
type: Document
label: 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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http://eprints.untirta.ac.id/id/document/365480
type: Document
label: 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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has file: indexcodes.txt
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https://eprints.untirta.ac.id/58207/
title: HTML Summary of #58207 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)
format: text/html
primary topic: http://eprints.untirta.ac.id/id/eprint/58207

H Social Sciences (General)
type: Concept