Dosen Pembimbing: | Abstrak: This study aims to analyze the influence of celebrity endorsers on brand tru..."> Dosen Pembimbing: | Abstrak: This study aims to analyze the influence of celebrity endorsers on brand tru..."/>
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Exploring the Differential Impact of a Male Celebrity Endorser on Brand Trust in Scarlett Cosmetics Across Genders

Dosen Pembimbing: | Abstrak: This study aims to analyze the influence of celebrity endorsers on brand trust by considering gender as a moderating variable, focusing on the use of Celebrity endorsement on cosmetic products in Indonesia. Based on the Source Credibility Theory, this study uses a quantitative method with Moderated Regression Analysis (MRA) on 115 respondents in Jakarta, which were obtained through the chain referral system technique. The results show that celebrity endorsers significantly increase brand trust in line with previous findings that support endorser credibility. A crucial finding is the role of gender as a significant moderator, where the influence of celebrity endorsers is stronger on male consumers than female consumers in the context of women's cosmetic products. Managerial implications suggest that marketers consider gender dynamics in the selection of celebrity endorsers in order to optimize marketing strategies and campaign effectiveness, even for products that are traditionally aimed at a particular gender. This study contributes to enriching the marketing literature by providing empirical insights from the Indonesian context regarding the role of gender in moderating the influence of celebrity endorsers.

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AR0018
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Detail Information
Series Title
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Call Number
AR DOS 2025
Publisher
Jakarta : .,
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Classification
Artikel
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Media Type
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Subject(s)
Brand trust; Celebrity endorser; Cosmetics; Gender
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Statement of Responsibility
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