STRATEGI MEMENANGKAN HATI KONSUMEN: PERAN CELEBRITY ENDORSEMENT DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK IMPLORA
Keywords:
Celebrity Endorsement,, Citra Merek, Keputusan Pembelian.Abstract
Di tengah ketatnya persaingan industri kosmetik Indonesia, strategi pemasaran yang efektif menjadi kunci dalam membangun citra merek dan mendorong keputusan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorsement terhadap citra merek dan keputusan pembelian konsumen, serta pengaruh citra merek terhadap keputusan pembelian Lipstik Implora di Kota Ambon. Dengan menggunakan pendekatan kuantitatif dan metode analisis Partial Least Squares-Structural Equation Modeling (PLS-SEM), data dikumpulkan dari 160 responden wanita melalui teknik purposive sampling. Hasil penelitian menunjukkan bahwa celebrity endorsement memiliki pengaruh signifikan terhadap citra merek, dan citra merek juga berpengaruh signifikan terhadap keputusan pembelian. Selain itu, celebrity endorsement secara langsung memengaruhi keputusan pembelian. Temuan ini menegaskan bahwa selebritas dengan citra positif mampu memperkuat persepsi merek serta membentuk koneksi emosional dengan konsumen. Citra merek yang kuat terbukti meningkatkan keputusan konsumen untuk membeli. Penelitian ini merekomendasikan pemanfaatan selebritas yang relevan dengan nilai merek sebagai strategi branding yang efektif dalam pasar kosmetik lokal yang dinamis.
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