INVESTIGASI CELEBRITY ENDORSER DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN

Inggrid Paulina Kosegeran, 2020. The Investigation of Celebrity Endorser toward Customer Satisfaction. Thesis, Jakarta: Marketing Management Concentration, Study Program S1 Management, Faculty of Economics, State University of Jakarta. Advisory Team: Agung Kresnamurti Rivai P., ST, M.M. & M. Edo Suryawan Siregar, S.E., M.B.A. The purpose of this study is to determine the effect of celebrity endorser and service quality toward purchase intention, and customer satisfaction. The data collection method uses a survey method with the questionnaire as the instrument. The sample of this study are 200 respondents, Faculty of Economics University of Jakarta students, and using Shopee more than three times. Technical data analysis uses SPSS version 24 and Lisrel version 8.8 to process and analyze the result of the research. The results of the analysis shows that 1) Celebrity endorser has significant influence on purchase intention 2) Service quality has significant influence on purchase intention 3) Purchase intention has significant influence on customer satisfaction 4) Celebrity endorser has significant influence on customer satisfaction 5) Service quality has significant influence on customer satisfaction. Keywords: Celebrity endorser, Service Quality, Purchase Intention, Customer Satisfactio