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Anggitasari, Oktavia Diyah
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Improving Brand Loyalty Through Celebrity Influencer’s Credibility, Attractiveness, Online Customer Reviews and Brand Satisfaction as Mediating Anggitasari, Oktavia Diyah; Kuswati, Rini
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.1585

Abstract

This study investigates the impact of internet consumer evaluations, celebrity influencers' reputation, and their beauty on brand loyalty, mediated by brand satisfaction. Using a quantitative method with PLS-SEM analysis, 150 Wardah consumers who follow Raline Shah on social media participated in this research. The results reveal that all three variables significantly affect brand satisfaction, which in turn strongly influences brand loyalty. Additionally, the link between loyalty, online reviews, and influencer traits is mediated by brand satisfaction. The findings highlight the importance of credible and attractive endorsers, as well as positive customer reviews, in building lasting brand relationships in the beauty industry.
Co-Authors Rini Kuswati