Pengaruh Celebrity Endorser Dan Brand Image Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Intervening Pada Produk Kosmetik Merek Luxcrime di Solo Raya

Aziizah, Lisa Shofiya and , Dr. Moechamad Nasir, S.E., M.M (2023) Pengaruh Celebrity Endorser Dan Brand Image Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Intervening Pada Produk Kosmetik Merek Luxcrime di Solo Raya. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study examines the influence of Celebrity Endorser and Brand Image on Brand Loyalty with Brand Trust as an Intervening Variable. In this study the aim was to analyze and discuss the influence of celebrity endorsers and brand image on brand loyalty with brand trust as an Intervening variable. This type of research uses a quantitative approach. The data collection tool in this study used a questionnaire to 100 respondents with measurements using a Likert Scale. Data analysis used SmartPLS to carry out tests including the outer model consisting of convergent validity, discriminant validity, reliability tests (composite reliability and Cronbach's alpha), and multicollinearity tests. Then the inner model which consists of coefficient determination, model feasibility test (Goodness of Fit), effect size test and hypothesis testing (t-test and p-value) The results of this study are that Celebrity Endorser has no significant effect on Brand Loyalty, Celebrity Endorser has a significant effect on Brand Trust, Brand Image has a significant effect on Brand Loyalty, Brand Image has a significant effect on Brand Trusts. Brand Trust has no significant effect on Brand Loyalty. The writer uses a different variable and finds a new one, namely Brand Trust as an Intervening variable. Brand Trust has no significant effect on Brand Loyalty. The writer uses a different variable and finds a new one, namely Brand Trust as an Intervening variable. Brand Trust has no significant effect on Brand Loyalty. The writer uses a different variable and finds a new one, namely Brand Trust as an Intervening variable.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Celebrity Endorser, Brand Image, Brand Loyalty, Brand Trust
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	LISA SHOFIYA AZIIZAH
Date Deposited:	17 Feb 2023 08:13
Last Modified:	17 Feb 2023 08:13
URI:	http://eprints.ums.ac.id/id/eprint/110090

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