Putri Zahro Pramesty, 204010220 and Dr. H. Popo Suryana, SE.,MSi, Pembimbing (2024) PENGARUH BRAND IMAGE DAN CELEBRITY ENDORSER TERHADAP TRUST DAN DAMPAKNYA PADA COSTUMER LOYALTY (Survei pada Pelanggan Skincare Azarine E-Commerce Lazada). Skripsi(S1) thesis, Universitas Pasundan Bandung.
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Abstract
ABSTRACT Increasingly fierce business competition makes the existence of a brand very important and needed, considering that a brand is not just a name or symbol, but also as a differentiator of a product compared to other products while emphasizing the way customers view the quality of the product. Brands also make it easier for customers to make choices and help ensure the quality of the products they will buy. Various ways are then carried out by companies to be able to introduce their products to customers at large. Celebrity Endorser then becomes one of the ways chosen considering how high the use of social media is today. The purpose of this study is to examine the effect of brand image, celebrity endorsers on trust and its impact on customer loyalty. This study uses a quantitative method with a sample of 100 people. The results of this study indicate that brand image and celebrity endorsers have a positive effect on trust simultaneously and partially, trust has a positive effect on customer loyalty and trust can mediate the relationship between brand image and celebrity endorsers on customer loyalty. Keywords: Brand Image, Celebrity Endorser, Trust, Costumers Loyalty
| Item Type: | Thesis (Skripsi(S1)) |
|---|---|
| Subjects: | S1-Skripsi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen 2020 |
| Depositing User: | Mr FEB-Parid - |
| Date Deposited: | 28 Sep 2024 01:16 |
| Last Modified: | 28 Sep 2024 01:16 |
| URI: | http://repository.unpas.ac.id/id/eprint/70796 |
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