Dithananda Valentia Cahya Kinasih(1*),

(*) Corresponding Author


Penelitian dilakukan untuk mengetahui pengaruh Celebrity Congruence terhadap Customer Loyalty yang dimediasi oleh Celebrity Image pada Barenbliss. Pengambilan data dilakukan dalam periode waktu 24 oktober 2023 - 3 November 2023 melalui Google Form dengan link dan mendapatkan 122 responden. Variabel penelitian Celebrity Congruence diukur dengan 6 Indikator, Celebrity Image diukur dengan 8 indikator, dan Customer Loyalty diukur dengan 5 indikator. Hasil penelitian membuktikan bahwa Celebrity Congruence memiliki pengaruh langsung / direct Effect terhadap Customer Loyalty. Selain itu juga terdapat pengaruh tidak langsung dari Celebrity Image terhadap pengaruh Celebrity Congruence terhadap Celebrity Image. Hasil pengujian pengaruh tidak langsung dari Celebrity Image membuktikan bahwa ada peran mediasi parsial. Dengan sumbangan terhadap pengaruh total Celebrity Congruence terhadap Customer Loyalty senilai 39.15%. Sedangkan pengaruh langsung Celebrity Congruence terhadap Customer Loyalty senilai 60.65%.


celebrity congruence; celebrity image; customer loyalty

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