Celebrity Endorsements and Promotions: Enhancing Young Muslim Online Shoppers’ Satisfaction

IF 4.3 Q1 PSYCHOLOGY, MULTIDISCIPLINARY
Rochman Hadi Mustofa, Silvi Asna Prestianawati, Dhany Efita Sari, Henni Riyanti, Ananda Setiawan
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Abstract

This study explores the factors influencing consumer satisfaction among young Muslim online shopping users. Exogenous variables include celebrity endorsement, social media marketing, and promotion programs. Data were taken from 306 young Muslims from several cities in Indonesia. The analysis technique adopted structural equation modeling (SEM) with a reflective construct model. The findings reveal that celebrity endorsement through social media as the technology collection exerts the most significant influence on both direct and indirect relationships. Conversely, social media marketing demonstrates minimal impact, with insignificant effects observed in direct and indirect relationships. However, promotional programs emerge as a significant determinant of customer satisfaction, directly and as a mediating variable in purchase decisions. Additionally, importance-performance map analysis (IPMA) confirms the prioritization of celebrity endorsement to enhance consumer satisfaction. This study is the first to examine the relationship between celebrity endorsements and young Muslims when shopping online and whether it can influence their decision to buy and their satisfaction. It provides unique insights into how promotional programs and social media marketing impact this demographic, utilizing SEM for robust analysis. The findings highlight the significant role of celebrity endorsements and promotional programs in driving customer satisfaction, offering valuable implications for marketers targeting young Muslim consumers.

Abstract Image

名人代言和促销:提高年轻穆斯林网购者的满意度
本研究探讨了影响年轻穆斯林网购用户消费者满意度的因素。外生变量包括名人代言、社交媒体营销和促销项目。数据来自印度尼西亚多个城市的 306 名年轻穆斯林。分析技术采用了结构方程模型(SEM)和反思建构模型。研究结果表明,通过社交媒体作为技术集合的名人代言对直接和间接关系的影响最大。相反,社交媒体营销的影响最小,在直接和间接关系中的效果不明显。然而,促销计划在直接和作为购买决策的中介变量时,成为客户满意度的重要决定因素。此外,重要性-绩效图分析(IPMA)证实了名人代言在提高消费者满意度方面的优先地位。本研究首次考察了网络购物时名人代言与年轻穆斯林之间的关系,以及这种关系是否会影响他们的购买决策和满意度。该研究利用 SEM 进行了有力的分析,对促销计划和社交媒体营销如何影响这一人群提供了独特的见解。研究结果强调了名人代言和促销项目在提高客户满意度方面的重要作用,为针对年轻穆斯林消费者的营销人员提供了有价值的启示。
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来源期刊
Human Behavior and Emerging Technologies
Human Behavior and Emerging Technologies Social Sciences-Social Sciences (all)
CiteScore
17.20
自引率
8.70%
发文量
73
期刊介绍: Human Behavior and Emerging Technologies is an interdisciplinary journal dedicated to publishing high-impact research that enhances understanding of the complex interactions between diverse human behavior and emerging digital technologies.
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