CELEBRITY ENDORSEMENT DAN CITRA PRODUK HALAL DALAM MEMBANGUN LOYALITAS MEREK: STUDI PADA KOSMETIK WARDAH

Nalal Muna, Mutia Rahmi Pratiwi, Amida Yusriana

Abstract


Tujuan penelitian ini adalah untuk membangun model loyalitas konsumen pada produk halal khususnya kosmetik. Berdasarkan source credibility theory, penelitian ini menguji pengaruh langsung dan tidak langsung kredibilitas merek dalam memediasi pengaruh celebrity endorsement dan citra produk halal terhadap loyalitas konsumen. Penelitian menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner secara online dan offline. Purposive sampling digunakan dalam memilih responden. Penelitian ini dilakukan di wilayah Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi). Secara keseluruhan, 156 responden berpartisipasi sebagai sampel dalam penelitian ini. Data diolah dengan menggunakan Structural Equation Modeling (SEM). Hasil penelitian ini menunjukkan bahwa penggunaan selebriti tidak memiliki pengaruh yang signifikan baik secara langsung maupun tidak langsung terhadap loyalitas konsumen. Sedangkan Citra Produk Halal tidak berpengaruh secara langsung terhadap loyalitas merek. Namun, Citra Produk Halal menunjukkan pengaruh yang signifikan melalui kredibilitas merek.

Keywords


celebrity endorsement; Halal Product Image; Brand Credibility; Loyalty; Wardah

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References


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DOI: http://dx.doi.org/10.22441/mix.2021.v11i2.010

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MIX: Jurnal Ilmiah Manajemen
Journal URL: http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix
Journal DOI: 10.22441/jurnal_mix
P-ISSN: 2088-1231
E-ISSN: 2460-5328

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