PERAN CITRA MEREK MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP LOYALITAS PELANGGAN SABUN MANDI MEREK LIFEBUOY  DI KOTA DENPASAR

Ni putu Yeni Diahandari; I. Gst. Ngurah Jaya Agung Widagda; I. Gusti Ayu Ketut Giantari

doi:10.24843/EJMUNUD.2024.v13.i04.p08

Ni putu Yeni Diahandari Fakultas Ekonomi dan Bisnis Univeristas Udayana
I. Gst. Ngurah Jaya Agung Widagda Universitas Udayana
I. Gusti Ayu Ketut Giantari Universitas Udayana

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Abstrak

This study aims to explain the role of brand image mediating the influence of celebrity endorser credibility on customer loyalty of Lifebuoy brand bath soap in Denpasar City. This research was conducted in Denpasar City with respondents as many as 104 people who used Lifebuoy brand bath soap using the purposive sampling method. The population used in this study was not limited due to the large size of the study. Data collection using questionnaire distribution through google form using whatsapp social media. The results found that the credibility of celebrity endorsers has a positive and significant effect on customer loyalty. The credibility of celebrity endorsers has a positive and significant effect on loyalty, brand image has a positive and significant effect on customer loyalty and is able to mediate significantly the influence of celebrity endorser credibility on customer loyalty. The use of celebrity endorsers with good credibility will improve brand image and maintain customer loyalty. The implication of this research is that the better the credibility of the celebrity endorser of Lifebuoy bath soap, the better the brand image of Lifebuoy bath soap. With a better brand image, it will play an important role in increasing customer loyalty for Lifebuoy body wash.

Keywords: Brand Image; Celebrity Endorser Credibility; Customer Loyalty

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