Konsekuensi celebrity endorsement pada produk skincare di kalangan perempuan

DETAIL KOLEKSI

Konsekuensi celebrity endorsement pada produk skincare di kalangan perempuan

Oleh : Evelyn Dame Triana

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2026

Pembimbing 1 : Fatik Rahayu

Pembimbing 2 : Fatik Rahayu

Kata Kunci : Celebrity Endorsement, Brand Image, Perceived Value, Repurchase Intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2026_SK_SMJ_022001901130_Halaman-Judul.pdf	13
2.	2026_SK_SMJ_022001901130_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2026_SK_SMJ_022001901130_Surat-Hasil-Similaritas.pdf	1
4.	2026_SK_SMJ_022001901130_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2026_SK_SMJ_022001901130_Lembar-Pengesahan.pdf	4
6.	2026_SK_SMJ_022001901130_Pernyataan-Orisinalitas.pdf	1
7.	2026_SK_SMJ_022001901130_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2026_SK_SMJ_022001901130_Bab-1.pdf	8
9.	2026_SK_SMJ_022001901130_Bab-2.pdf	29
10.	2026_SK_SMJ_022001901130_Bab-3.pdf	15
11.	2026_SK_SMJ_022001901130_Bab-4.pdf	11
12.	2026_SK_SMJ_022001901130_Bab-5.pdf	5
13.	2026_SK_SMJ_022001901130_Daftar-Pustaka.pdf	3
14.	2026_SK_SMJ_022001901130_Lampiran.pdf	18

Abstrak
Abstract

P Penelitian ini menganalisis konsekuensi celebrity endorsement pada produk skincare di kalangan perempuan. variable yang diteliti meliputi celebrity endorsement, brand image, perceived value, repurchase intention. data dikumpulkan melalui peyebaran kuesioner secara online kepada 172 responden perempuan yang merupakan pengguna produk skincare. teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan metode purposive sampling. analisis data dalam penelitian ini menggunakan structural equation modeling (sem) dengan perangkat lunak amos. hasil penelitian menunjukkan bahwa celebrity endorsement tidak memiliki pengaruh namun berpengaruh positif terhadap brand image dan perceived value terhadap repurchase intention. brand image dan perceived value terbukti berpengaruh signifikan terhadap repurchase intention. temuan ini mengidentifikasi bahwa pengaruh selebriti perlu dikelola dengan baik melalui brand image dan perceived value agar dapat mendorong adanya repurchase intention secara efektif.

T This study analyses the consequences of celebrity endorsements on skincare products among women. the variables include celebrity endorsements, brand image, perceived value, and repurchase intention. data were collected through an online questionnaire distributed to 172 female respondents who are users of skincare products. the sampling technique used was non- probability sampling with a purposive sampling method. data analysis in this study used structural equation modelling (sem) with amos software. the research findings indicate that celebrity endorsements have no effect on brand image and perceived value, but do have a positive effect on repurchase intention. these findings indicate that the influence of celebrities needs to be managed effectively through brand image and perceived value to effectively encourage repurchase intention.