The Influence of Celebrity Endorsement and Brand Image on Consumer Loyalty of Fashion Products in Yogyakarta
DOI:
https://doi.org/10.59247/bim.v2i2.281Keywords:
Celebrity Endorsement, Brand Image, Customer Loyalty, Fashion, Online PurchaseAbstract
This study aims to analyze the influence of celebrity endorsement and brand image on consumer loyalty of fashion products in Yogyakarta. The fashion industry in Yogyakarta continues to grow rapidly with more and more brands competing to attract consumers' attention. In this context, celebrity endorsement and brand image are considered two important factors that can influence purchasing decisions and shape consumer loyalty. Data were collected through a survey to who actively buy fashion products in Yogyakarta and are exposed to celebrities endorsing certain brands. The results of the analysis show that celebrity endorsement has a significant positive influence on brand image, which in turn has an impact on increasing consumer loyalty. In addition, brand image is also proven to have a significant direct influence on consumer loyalty. These findings suggest that fashion companies in Yogyakarta need to consider a marketing strategy that combines celebrities as endorsers with strong brand image management to build long-term customer loyalty.
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