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All Journal INVEST : Jurnal Inovasi Bisnis dan Akuntansi Luxury: Landscape of Business Administration Interconnection: An Economic Perspective Horizon Nexus Synergy: A Business Perspective
Amin, Amirudin M.
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Humanities Economics, Econometrics & Finance Social Sciences

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Journal : Luxury: Landscape of Business Administration

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Brand Image and Celebrity Endorser on Customer Satisfaction and Customer Loyalty of Scarlett Whitening Body Serum Amin, Amirudin M.; Sagala, Nova Elisa
Luxury: Landscape of Business Administration Vol. 3 No. 2 (2025): Luxury: Landscape of Business Administration
Publisher : First Ciera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61230/luxury.v3i2.128

Abstract

This study aims to analyze the influence of Brand Image and Celebrity endorser on Customer Satisfaction and Customer Loyalty of Scarlett Whitening Body Serum in Pekanbaru City. The population in this study was all users of Scarlett Whitening Body Serum in Pekanbaru City, whose number could not be known with certainty, so by using the Roscoe formula, the sample was set at 120 respondents with a purposive sampling method, which is part of nonprobability sampling. Based on the Structural Equation Modeling (SEM) Analysis with Partial Least Square (PLS), the results showed that brand image had a positive and significant effect on customer satisfaction, celebrity endorser had a positive and insignificant effect on customer satisfaction, brand image had a positive and insignificant effect on customer loyalty, customer satisfaction had a positive and significant effect on customer loyalty.
Brand Image, Customer Experience, and Customer Value on Customer Satisfaction at Janji Jiwa Coffee in Pekanbaru City Amin, Amirudin M.; Zhuo, Seliana
Luxury: Landscape of Business Administration Vol. 4 No. 1 (2026): Luxury: Landscape of Business Administration
Publisher : First Ciera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61230/luxury.v4i1.144

Abstract

This study aims to analyze the influence of brand image, customer experience, and customer value on customer satisfaction of Kopi Janji Jiwa in Pekanbaru City. This study was conducted in Pekanbaru City, with a population of consumers at Kopi Janji Jiwa whose number is unknown. Using the Roscoe method, a sample of 150 people was determined. The sampling technique in this study used accidental sampling. The data analysis method used multiple linear regression. The results of this study indicate that brand image has a significant influence on customer satisfaction of Kopi Janji Jiwa in Pekanbaru City. Furthermore, customer experience has a significant influence on customer satisfaction of Kopi Janji Jiwa in Pekanbaru City and customer value has a significant influence on customer satisfaction of Kopi Janji Jiwa in Pekanbaru City. The adjusted R Square value of 0.550 means that the influence of brand image, customer experience, and customer value on customer satisfaction is 55%, while the remaining 45% is influenced by other variables not used in this study.
Co-Authors Harahap, Dinda Rezki Johansen Johansen Khairani, Nadya Rahmi Rusilawati, Ermina S, Maulana Rezfajri Sagala, Nova Elisa Syahputra, Hidayat Tjahjana, Dominicus Josephus Swanto Utari, Veren Veronica Wijaya, Junardi Zhuo, Seliana