The Effect Of Celebrity Endorser And Brand Image On Customer Satisfaction And Its Impact On Customer Loyalty Skincare Ms. Glow In The City Of Kendal

Erni Ismawati; Alimuddin Rizal

doi:10.35315/icms.v2i1.9461

Erni Ismawati Universitas Stikubank Semarang
Alimuddin Rizal Universitas Stikubank

DOI: https://doi.org/10.35315/icms.v2i1.9461

Keywords: Celebrity Endorser, Brand Image, Customer Satisfaction, Customer Loyalty

Abstract

This study aims to analyze the effect of celebrity endorser and brand image on customer satisfaction and its impact on customer loyalty on MS products. Glow in Kendal City. This study used 147 samples, while the population in this study were consumers who bought and used MS products. Glow in Kendal City who meet the criteria, namely being male or female, at least 17 years old, buy and use MS products at the same time. Glow, and domiciled in Kendal City. The questionnaire was made using a purposive sampling method using the Google Form media as a data collection method. According to the results of this study, celebrity endorsers and brand image have a positive and significant effect on customer satisfaction, celebrity endorsers have a positive and insignificant effect, brand image has a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty.