PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE DIMEDIASI KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN GIYOMI CLOTHING STORE

Abstract

Having celebrity as the product’s icon is of the alternative ways for proceducers to get their brand image on the customers. This research aimed to find out the effect of celebrity endorser and brand image on the customer’sloyalty which was mediated by customer’s satisfaction of Giyomi clothing store. While, the population was consumers who had ever bought products of Giyomi clothing store. Moreover, the data collection technique used incidental sampling with 100 respondents as sample. Furthermore, the data analysis technique on this riset used path analysis. The research result concluded celebrity endorser had positive and significant effect on the customer’s satisfaction had positive and signifiicant effect on the customer’s loyalty. In addition, the result also concluded there was direct effect of celebrity endorser and brand image of the customer’s loyalty which larger compared to indirect effect of celebrity endorser and brand image on the customer’s loyalty through its customer’s loyalty.

Keywords: endorser, brand image, satisfaction, customer’s loyalty.