CD Skripsi

Pengaruh Celebrity Endorser Dan Citra Merek Terhadap Kepuasan Konsumen Yang Dimoderas Keputusan Pembelian Online Pada Produk Body Lotion Scarlett Di Kota Pekanbaru

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ABSTRACT
This study aims to analyze the influence of celebrity endorsers and brand
image on consumer satisfaction for Scarlett body lotion products in Pekanbaru
City, considering purchasing decisions as a moderating variable. The background
of this research is driven by the increasing competition in the cosmetics industry,
where marketing through celebrity endorsers and strengthening brand image
have become essential strategies to attract consumer attention. The research
method employed is a survey with a quantitative approach, involving 100
respondents randomly selected in Pekanbaru City. Data were collected using a
questionnaire measured on a Likert scale and analyzed using path analysis to
examine the relationships among variables. The results indicate that both
celebrity endorsers and brand image significantly influence purchasing decisions
and positively impact consumer satisfaction through purchasing decisions.
Purchasing decisions act as a moderating variable that strengthens the influence
of both variables on consumer satisfaction. These findings provide important
implications for brand managers in designing effective marketing strategies,
particularly in selecting the right celebrity endorsers and building a strong brand
image to enhance consumer satisfaction. In conclusion, the influence of celebrity
endorsers and brand image on consumer satisfaction cannot be overlooked, and
purchasing decisions play a crucial role in improving consumer satisfaction levels
for the products. Therefore, brands should leverage integrated marketing
strategies to strengthen this relationship and foster sustainable consumer loyalty.
Keywords: celebrity endorser, brand image, consumer satisfaction, and
purchasing decisions.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002112147

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002112147

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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