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All Journal EkoBis ( Ekonomi & Bisnis ) Jurnal Bisnis dan Ekonomi Economic Journal of Emerging Markets Jurnal Siasat Bisnis JURNAL BISNIS STRATEGI Jurnal Manajemen Bisnis E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis IJIBE (International Journal of Islamic Business Ethics) WARTA Jurnal Ekonomi dan Bisnis Islam Indonesian Journal of Educational Counseling DIJB (Diponegoro International Journal of Business) Indonesian Journal of Community Services Indicators : Journal of Economic and Business SUHUF: Jurnal Pengkajian Al-Qur'an dan Budaya Journal of Advanced Multidisciplinary Research IJouGS: Indonesian Journal of Gender Studies Munaddhomah: Jurnal Manajemen Pendidikan Islam ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar AUDIENSI: Jurnal Pendidikan dan Perkembangan Anak Jurnal Ilmiah Sultan Agung Global Insights in Management and Economic Research
Mutamimah Mutamimah
Universitas Islam Sultan Agung
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Pengaruh Celebrity Endorsement dan E-Service Quality terhadap Customer Loyalty dengan Brand Image sebagai Variabel Intervening pada Konsumen Aerostreet di TikTok A’la, Bil Ufuqil; Mutamimah, Mutamimah
ARZUSIN Vol 5 No 6 (2025): DESEMBER
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v5i6.8217

Abstract

The rapid growth of digital commerce via social media platforms has driven shifts in marketing strategies, including the use of celebrity endorsement and the enhancement of electronic service quality, which directly affect brand image formation and customer loyalty. This study aims to analyze the influence of celebrity endorsement and e-service quality on customer loyalty, with brand image as an intervening variable among Aerostreet consumers on TikTok. A quantitative method with an explanatory research design was employed involving 100 respondents who had purchased Aerostreet products at least twice via TikTok Shop. Data were collected through an online questionnaire and analyzed using SmartPLS to test both direct and indirect relationships among the constructs. The results show that celebrity endorsement and e-service quality have a significant positive effect on brand image, and that brand image significantly affects customer loyalty. In addition, celebrity endorsement and e-service quality indirectly influence customer loyalty through brand image as a mediating variable. These findings underscore the importance of endorser credibility, electronic service quality, and brand image management in digital marketing strategies aimed at strengthening customer loyalty. The practical implications direct companies to optimize celebrity-based promotion and improve the quality of digital services in order to build long-term relationships with consumers in social media–based digital commerce ecosystems.
Co-Authors Abarahan, Amnisuhailah Abdilah, Aida Ahmad Solahuddin, Ahmad Solahuddin A’la, Bil Ufuqil Dedi Rusdi Dina Lusianti Endang Pudjiati Faisal Rojihisawal, Faisal Rojihisawal Fajar, Maulana Fina Lailatul Masruroh, Fina Lailatul Masruroh Firdaus, Kartika Fuadi, Firza Hafiz, Abdul Hendar Hendar Ibnu Khajar Ika Rusmawati Indri Kartika, Indri Ismir, Adi Komariatun, Komariatun Maya Indriastuti Miski, Miski Munadharoh . Mutamimah Mutamimah Nurhayatie, Tatiek Nurilhilmah, Nurilhilmah Phradiansah ., Phradiansah Putriani, Nadila Sartika Riansyah, Andi Rofiqoh, Lela Sabihah, Khansa Saputri, Pungky Lela Setapa, Mariam Setyawan, Dwi Aris Siti Nur Zaidah Chasanah Sitty Yuwalliatin, Sitty Slyamtinah, Slyamtinah Timbul Arifin Widiyanto Widiyanto Widodo Widodo Yulistina, Ina Yusoff, Rushami Zaenudin Zaenudin