Pengaruh Celebrity Endorsement terhadap Persepsi Merek pada Industri Skincare Lokal: Studi pada Konsumen MS Glow di Muara Enim
Abstract
Penelitian ini bertujuan menganalisis pengaruh celebrity endorsement terhadap persepsi merek pada konsumen produk skincare MS Glow di Kabupaten Muara Enim. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori. Sampel penelitian terdiri atas 100 responden yang dipilih melalui teknik purposive sampling, dengan kriteria mengetahui atau pernah menggunakan produk MS Glow serta pernah melihat promosi MS Glow yang melibatkan selebritas di media sosial. Data dikumpulkan menggunakan kuesioner berskala Likert tujuh poin dan dianalisis melalui metode Partial Least Squares–Structural Equation Modeling menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa celebrity endorsement berpengaruh positif dan signifikan terhadap persepsi merek, dengan koefisien jalur sebesar 0,906, nilai t-statistic sebesar 35,438, dan p-value kurang dari 0,001. Nilai R-square sebesar 0,821 menunjukkan bahwa celebrity endorsement mampu menjelaskan 82,1% variasi persepsi merek. Temuan tersebut mengindikasikan bahwa kredibilitas, keterikatan emosional, kesesuaian figur publik dengan merek, pemanfaatan media sosial, dan kualitas komunikasi visual berperan dalam membentuk evaluasi positif konsumen terhadap MS Glow. Namun, nilai HTMT sebesar 0,929 menunjukkan adanya kedekatan empiris antara kedua konstruk, sehingga hasil penelitian perlu diinterpretasikan secara hati-hati. Secara praktis, perusahaan perlu memilih endorser berdasarkan kredibilitas, relevansi, kesesuaian dengan identitas merek, dan karakteristik konsumen sasaran.
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