Pengaruh Celebrity Endorsment, Viral Marketing, dan Sertifikasi Halal Terhadap Loyalitas Pelanggan Glad2glow pada Mahasiswa

Abstract

The purpose of this study was to analyze the influence of celebrity endorsement, viral marketing, and halal certification on customer loyalty toward Glad2Glow skincare products among students of the Economics Education Study Program at the University of Lampung. This research employed a quantitative method with a descriptive-verificative approach and applied an ex post facto and survey design. The population of this study consisted of students of the Economics Education Study Program at the University of Lampung from the 2022, 2023, and 2024 cohorts who use Glad2Glow skincare products, totaling 88 students. The sampling technique used was saturated sampling, where all members of the population were taken as the research sample. Data were collected using a questionnaire. Hypothesis testing was conducted using the F-test and t-test with the assistance of SPSS software. The results of the study indicate that celebrity endorsement, viral marketing, and halal certification have a significant effect on customer loyalty toward Glad2Glow skincare products. The F-test results show that the value of Fcount > Ftable (46.015 > 2.71) with a coefficient of determination (R²) of 0.622. This means that the variables of celebrity endorsement, viral marketing, and halal certification simultaneously explain 62.2% of customer loyalty, while the remaining 37.8% is influenced by other factors outside this study among students of the Economics Education Study Program at the University of Lampung. The novelty of this research lies in the integration of three marketing variables—celebrity endorsement, viral marketing, and halal certification—in influencing customer loyalty toward local skincare products, particularly Glad2Glow, among university students. Therefore, this study is expected to contribute to companies in designing effective marketing strategies and increasing customer loyalty toward local skincare products.