SKRIPSI MBS

Pengaruh Celebrity Endorser dan Social Media Marketing terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan

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ABSTRACT

The purpose of this research is to investigate the influence of celebrity
endorser and social media marketing on customer loyalty and customer satisfaction
as intervening variables. The sample used was non-probability sampling with a
purposive sampling technique of 100 respondents. This research uses a data
collection method which is analyzed with the help of Smartpls version 4. The tests
used to prove and analyze the data are the outer model and inner model tests.
The research results show that (1) celebrity endorser has a positive and
significant effect on customer satisfaction, (2) celebrity endorser has a positive and
significant effect on customer loyaltyt, (3) customer satisfaction has a positive and
significant effect on customer loyalty, (4) social media marketing has a positive
and significant on customer satisfaction, (5) social media marketing has no effect
positive and significant effect on customer loyalty, (6) while celebrity endorser has
a positive and significant effect on customer loyalty through customer satisfaction,
(7) social media marketing has a positive and significant effect on customers loyalty
through customer satisfaction.
Keywords: Celebrity Endorser, Social Media Marketing, Customer Satisfaction,
Customer Loyalty

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 LAI p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 108 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Lailatut Tazkiyah

Versi lain/terkait

Lampiran Berkas

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