PENGARUH CELEBRITY ENDORSMENT DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN HUSH PUPPIES DI PT. TRANSMARCO, TANGERANG SELATAN

( Periode Agustus - Oktober 2017 )

Abstract

                    This research entitled the influence of celebrity endorsment and brand image to customer loyality Hush Puppies in PT. Transmarco, tangerang south in period August – October 2017 : with its (X) Celebrity Endorsment, Brand Image and Endogenous variable (Y) Customer Loyality.The analysis tool used by AMOS SEM, using primary data and population amounted to 250 respondents, the sample determination using purposive sampling technique method as much as 150 respondent can from hush puppies database by using slovin formula.The results of this research analysis Celebrity Endorsment with Customer Loyality produce P value of 0,00< 0,05, and CR value of 3,614 > 2,00. So it can be concluded that Ha accepted, it can be concluded Celebrity Endorsment significantly influence Customer Loyality and Brand Image with Customer Loyality produces P value of 0,007 < 0.05, and CR value of 2,680 > 2,00. So it can be concluded that Ha accepted,meaning can be concluded Brand Image significantly influence Customer Loyality.