Analisis Pengaruh Nilai Emosional Dan Celebrity Endorsment Terhadap Kepuasan Pelanggan Cafe Masbrow Medan

Analisis Pengaruh Nilai Emosional Dan Celebrity Endorsment Terhadap Kepuasan Pelanggan Cafe Masbrow Medan, Celebrity Endorsement, Emotional Values, Customer Satisfaction, Service Marketing...

Author: Joko Ramadhani
Date: 2024
Keywords: Celebrity Endorsement, Emotional Values, Customer Satisfaction, Service Marketing
Type: Jurnal
Category: penelitian

This study aims to investigate the influenceof consumers' perception of celebrity endorsement and their emotional values on customer satisfaction, both partially and simultaneously. Employingaquantitative associative research approach withacross-sectional design, data were collected throughpurposive sampling from individuals who visitedtheMasbrow Café (N = 95). Written questionnaires wereutilized as the primary data collection method, employing established instruments derived fromprior research to measure customer satisfaction, emotional values, and perceptions of celebrityendorsement. Data analysis, conducted usingadvanced statistical methods such as regressionanalysis and ANOVA with SPSS version 25, revealedsignificant ef ects of emotional values and celebrityendorsement on customer satisfaction. Bothemotional values and celebrity endorsement werefound to significantly contribute to customer satisfaction. These findings underscore theimportance of considering both emotional appeals and celebrity endorsements in marketing strategies aimed at enhancing customer satisfaction. Implications and limitations of the study arediscussed to provide insights for future researchandpractical applications

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