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The Effect of Artist Endorsement and Brand Image on Marketplace Product Sales through Customer Loyalty

Year: 2025

Type: conference-paper

Abstract: This study aims to analyze the impact of celebrity endorsement and brand image on product sales in the marketplace, focusing on the role of customer loyalty as a mediator. In today's digital era, celebrity endorsement has become one of the effective marketing strategies to attract consumers' attention and build a strong emotional connection with the brand. The method used in this research is quantitative, which allows for systematic and objective data analysis. The results show that celebrity endorsement has a significant positive influence on brand image, which in turn increases customer loyalty. High customer loyalty contributes to increased product sales in the marketplace. These results confirm the importance of choosing the right celebrity for endorsement to maximize the positive impact on product sales. Keyword : celebrity endorsement, brand image, product sales, marketplace, customer loyalty.

Source: Proceeding of International Student Conference on Business, Education, Economics, Accounting, and Management.

DOI: 10.21009/isc-beam.013.181

Author: Muhammad Shadiq Al Fatih

Institution: State University of Jakarta

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4410103263

FWCI: 3.892

Cites:

Cited by: 1

Related to: 10