JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

ANALISIS PENGARUH CELEBRITY ENDORSEMENT TERHADAP CUSTOMER LOYALTY MELALUI IMPULSIVE BUYING DAN BRAND ATTACHMENT PADA KONSUMEN SCARLETT WHITENING

Azwar (Unknown)
Widiastuti (Unknown)
Budi Setiawan (Unknown)

Article Info

Publish Date
30 Jul 2026

Abstract

This study analyzes the effect of celebrity endorsement on customer loyalty among Scarlett Whitening users, with impulsive buying and brand attachment as mediating variables. A quantitative approach was applied, with data collected through questionnaires distributed to 200 respondents selected by purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The mediation test showed that impulsive buying was unable to mediate the effect of celebrity endorsement on customer loyalty, whereas brand attachment significantly mediated the effect of celebrity endorsement on customer loyalty. Keywords: Celebrity Endorsement; Impulsive Buying; Brand Attachment; Customer Loyalty

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...