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All Journal INFORMASI Record and Library Journal Professional : Jurnal Komunikasi dan Administrasi Publik Jurnal Kajian Komunikasi Cosmogov: Jurnal Ilmu Pemerintahan ProTVF JURNAL ILMU PEMERINTAHAN JISPO (Jurnal Ilmu Sosial dan Ilmu Politik) Jurnal Studi Komunikasi Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini PRofesi Humas Jurnal EMT KITA Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Jurnal Komunikasi JPM (Jurnal Pemberdayaan Masyarakat) JWP (Jurnal Wacana Politik) PROSIDING KOMUNIKASI Prosiding Magister Ilmu Komunikasi INTECOMS: Journal of Information Technology and Computer Science JURNAL PENDIDIKAN TAMBUSAI Jurnal Agregasi Jurnal Ilmu Politik dan Komunikasi TEMALI : Jurnal Pembangunan Sosial JURNAL LENSA MUTIARA KOMUNIKASI Warta Ikatan Sarjana Komunikasi Indonesia Science Education and Application Journal Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Amalee: Indonesian Journal of Community Research & Engagement Jurnal Praksis dan Dedikasi Sosial Management Studies and Entrepreneurship Journal (MSEJ) Mediakom : Jurnal Ilmu Komunikasi Jurnal Penelitian Manajemen Terapan (Penataran) Akrab Juara : Jurnal Ilmu-ilmu Sosial Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Jurnal Cahaya Mandalika Jurnal Ilmiah Wahana Pendidikan Journal La Sociale JURNAL KOMUNIKASI DAN BISNIS Jurnal Pengabdian kepada Masyarakat JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) eScience Humanity Journal Journal Of Human And Education (JAHE) Edukasia: Jurnal Pendidikan dan Pembelajaran Petanda : Jurnal Ilmu Komunikasi dan Humaniora Jurnal Komunikasi Global Journal of Artificial Intelligence and Digital Business Ekalaya: Jurnal Pengabdian Kepada Masyarakat Indonesia Jurnal Cyber PR Innovative: Journal Of Social Science Research AMMA : Jurnal Pengabdian Masyarakat Jurnal Audiens GEMBIRA (Pengabdian Kepada Masyarakat) Jesocin : Journal of Jabar Economic Society Networking Forum Jesocin : Journal of Economics, Accounting, Business, Management, Engineering and Society Jurnal Indonesia : Manajemen Informatika dan Komunikasi JUSTICE: Journal of Social and Political Science Jurnal Kajian Budaya dan Humaniora (JKBH) Multi Discere Journal Sawerigading Jurnal Ilmu Komunikasi dan Bisnis INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS)
Diah Fatma Sjoraida
Prodi Hubungan Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran, Indonesia
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Journal : multi discere journal

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The Relationship Between Katseye Celebrity Endorsers and Brand Image Gap Among Generation Z in Indonesia Putri, Jihan Tertia Nugraha; Dida, Susanne; Sjoraida, Diah Fatma
Multi Discere Journal Vol. 5 No. 1 (2026): May
Publisher : LITPAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/zvqt6326

Abstract

The use of celebrity endorsers as a marketing strategy is aimed at representing values that are relevant to the audience, especially Generation Z, who have high preference for diversity and inclusivity. Mismatches between endorser values and audiences preferences can impact brand image. Furthermore, comparisons show that GAP still faces challenges in brand loyalty related to brand image. In this context, GAP chose Katseye with its multicultural and inclusive background, but the effectiveness of this strategy not been empirically proven. This study aims to determine the relationshop between the credibility of celebrity endorser Katseye and GAP’s brand image among Generation Z in Indonesia, measured by the dimensions of expertise, trustworthiness and attractiveness. The use of celebrity endorsers as a marketing strategy is aimed at representing values ​​relevant to the audience, especially Generation Z, who have a high preference for diversity and inclusivity. Mismatches between endorser values ​​and audience preferences can impact brand image. Furthermore, comparisons show that GAP still faces challenges in brand loyalty related to brand image. In this context, GAP chose Katseye with its multicultural and inclusive background, but the effectiveness of this strategy in shaping brand image among Generation Z has not been empirically proven. This study aims to determine the relationship between the credibility of celebrity endorser Katseye and GAP's brand image among Generation Z in Indonesia, measured by the dimensions of expertise, trustworthiness, and attractiveness. This study uses a quantitative approach with a correlational method. The sample of this study was 140 Generation Z respondents in Indonesia who had been exposed to GAP's advertisement with Katseye on TikTok. Data were collected using a questionnaire with a Likert scale and analyzed using Spearman's correlation test using SPSS software. The results show a significant relationship between the credibility of celebrity endorser Katseye and GAP's brand image (0.696). More specifically, expertise shows a moderately relationship (0.617), trustworthiness shows a moderately relationship (0.669), and attractiveness shows a moderately relationship (0.501) with brand image. The conclusion of this study shows that celebrity endorser credibility plays a role in forming brand image, although the contribution of each dimension is different.  
Co-Authors Aat Ruchiat Aat Ruchiat Nugraha Achmad Abdul Basith Achwan Noorlistyanto Adi Adrie Oktavio Adzkia Kirana Dipa Agus Rahmat agus rahmat Agus Sukarna Diputra Ahmad Zain Sarnoto Ali, Makhrus Alvionita Anggraeni, Armastasya Andi Harmoko Arifin Andri Kurniawan ANDRI KURNIAWAN Andriya Risdwiyanto Andriya Risdwiyanto Anton PW Nomleni Arif Budi Raharja Arvin Hardian Asep Gunawan Asmawi, Awing Asmawi, Awing Asmawi, Awing Asrul Sani Asrul Sani Atwar Bajari Aulia Rahman Aulia Rahman Awing Asmawi Bachtiar, Alfan Bucky Wibawa Karya Guna Carolline Sekar Karunia Putri Centurion Chandratama Priyatna Cucu Sugyati cucu sugyati Daniel Pasaribu Deddy Mulyana Dede Abdul Hasyir Dede Mariana Devi Andriyani Diah Sri Rejeki Dian Wardiana Sjuchro Dicky Yusuf Budiman Kusmayadi Dirgantara, Khantia Ridwan Diwyarthi , Ni Desak Made Santi Dorthy Ellayany Sinaga Dwi Masrina Edwin Rizal Endang Ruchiyat Evi Meidasari M Evi Novianti Faisyal Muhammad Syahri Alwi Fauzi, Rizal Ula Ananta Feliza Zubair Feliza Zubair Fierda Sarpangga Fitria Adianti Putri Fitria, Arie Guna, Buky Wibawa Karya Hadi Suprapto Arifin Hamka Hanny Hafiar Hanny Hafiar Hatidja, St Hayati, Neni Nur Hendrik Hendrik Heru Ryanto Budiana Hidayah, Yuly Iriana Bakti Ismaliyah Yusuf Rangkuti Julinta Paulina Kholidil Amin Kokom Komariah Lukiati Komala Lukiati Komala Lukiati Komala Erdinaya M. Anton Fatoni M. Fatah Wiyatna M. Taufiq Rahman, M. Taufiq Mayang Riyantie, Mayang Metasari, Rean Miftachul Amri Mohammad Edy Nurtamam, Mohammad Edy Naufal Haidar Ahmada Nayla Erzani Novianty Djafri Novie Indrawati Sagita Nungraha, Aat Ruchiat Nur Hasan Nurhasanah Pasaribu Nurul Hudaini Nuryah Asri Sjafirah Nuryah Asri Sjafirah, Nuryah Asri Occe Luciana, Occe Palupi, Rety Pane, Muhammad Mulyadi Paul Sopacua Priyatna, Centurion C. Priyo Subekti Putri, Jihan Tertia Nugraha Rahim, Fachrulsyah Alif Mahendra Rasyid Rasyid, Rasyid Rasyid Tarmizi Rembe, Elismayanti Renata Anisa Retasari Dewi Rikhansa, Nadhifa Risnawati Risnawati Riza Noviana Khoirunnisa Robbikal Muntaha Meliala Rostika Yuliani Rully Khairul Anwar S. Kunto Adiwibowo Salampessy, Maryam Salsabila Andiana Samuna, Samuna Santosa, Tomi Apra Silvina Mayasari Simamora, Benget Siti Aisyah Siti Masruroh Sitinah, Sitinah Soni Reffali Suar, Abi Sudarmo Sudarmo Sudarmo Sudi, Mohamad Suhardi Suhardi Suhardy Suharry, Suharry Sunardi Sundari, Ineu Purwadewi Suprapto, Deddy Susanne Dida Susie Perbawasari Suwandi Sumartias Syahrul Salam Syauqy Lukman Tiurmaida, Serepina Tongam E Panggabean TRISNAWATI KUSUMAWARDHANI Umul Khasanah Ute Lies Siti Khadijah Uud Wahyudin Waruwu, Septiana Rebeka Wibowo , S. Kunto Adi WIJOYO, HADION Wulandari, Andi Sri Rezky Yanti Setianti Yovita Elsa Sekar Dyatmika Yudhakusuma, Dudi Yusra, Wildan Yustikasari Zahra, Vannisa Jasmine Az Zulham