eprintid: 58207
rev_number: 15
eprint_status: archive
userid: 26557
dir: disk0/00/05/82/07
datestamp: 2026-02-18 08:30:45
lastmod: 2026-02-18 08:30:45
status_changed: 2026-02-18 08:30:45
type: thesis
metadata_visibility: show
creators_name: Az-zahra, Nuzulan Nijmah
creators_id: 5551230164
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Lutfi, Lutfi
contributors_name: Azie Setya, Yanto
contributors_id: 196711032005011001
contributors_id: 197710072005011002
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS EKONOMI DAN BISNIS
corp_creators: MANAJEMEN
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)
ispublished: pub
subjects: H1
divisions: Managemen
full_text_status: public
note: 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
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
date_type: published
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: FAKULTAS EKONOMI DAN BISNIS
thesis_type: sarjana
thesis_name: sarjana
citation:   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.   
document_url: https://eprints.untirta.ac.id/58207/1/NUZULAN%20NIJMAH%20AZ-ZAHRA_5551230164_FULL%20TEXT.pdf
document_url: https://eprints.untirta.ac.id/58207/2/NUZULAN%20NIJMAH%20AZ-ZAHRA_5551230164_01.pdf
document_url: https://eprints.untirta.ac.id/58207/3/NUZULAN%20NIJMAH%20AZ-ZAHRA_5551230164_02.pdf
document_url: https://eprints.untirta.ac.id/58207/4/NUZULAN%20NIJMAH%20AZ-ZAHRA_5551230164_03.pdf
document_url: https://eprints.untirta.ac.id/58207/5/NUZULAN%20NIJMAH%20AZ-ZAHRA_5551230164_04.pdf
document_url: https://eprints.untirta.ac.id/58207/6/NUZULAN%20NIJMAH%20AZ-ZAHRA_5551230164_05.pdf
document_url: https://eprints.untirta.ac.id/58207/7/NUZULAN%20NIJMAH%20AZ-ZAHRA_5551230164_DAFPUS.pdf
document_url: https://eprints.untirta.ac.id/58207/8/NUZULAN%20NIJMAH%20AZ-ZAHRA_5551230164_LAMP.pdf