PENGARUH VISIBILITY, CREDIBILITY, ATARCTION, DAN POWER  CELEBRITY ENDORSERS TERHADAP BRAND IMAGE SN GLOWING PADA PENGGUNA TIKTOK DI KOTA LUBUKLINGGAU

Karinda Marsellia; Dheo Rimbano; Surajiyo Surajiyo

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Affiliations

Karinda Marsellia
Universitas Bina Insan

Dheo Rimbano
Universitas Bina Insan

Surajiyo Surajiyo
Universitas Bina Insan

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PENGARUH VISIBILITY, CREDIBILITY, ATARCTION, DAN POWER CELEBRITY ENDORSERS TERHADAP BRAND IMAGE SN GLOWING PADA PENGGUNA TIKTOK DI KOTA LUBUKLINGGAU

Karinda Marsellia ,
Dheo Rimbano ,
Surajiyo Surajiyo

Proceedings Economic, Social Science, Computer, Agriculture and Fisheries (ESCAF) 4th 2025

Submitted: Jan 31, 2025

Abstract

This research aims to determine the influence of Visibility, Credibility, Attraction and Power of Celebrity Endorser on the SN Glowing Brand on Tik Tok Users in Lubuklinggau City. The population in this research is SN Glowing consumers purchasing in January-October, totaling approximately 550 consumers, with a sample of 53 consumers who have the Tik Tok application. This research uses a quantitative,The results of this research show that the celebrity endorser visibility variable has no effect on SN Glowing's brand image. This is indicated by the calculated t value of 0.286 which is smaller than the t-table of 0.775. To test the second hypothesis, the results show that Credibility does not affect Brand Image (t-value=0.512). The results of testing the third hypothesis show that Attraction has a positive effect on Brand Image with (t-value = 2.335). Testing the fourth hypothesis shows that power has a significant effect on brand image with (t-value = 3.680). The fifth hypothesis test is positive because the t-statistic value of Visibility (X1), Credibility (X2), Attraction (X3) and Power (X4) for brand image (Y) is 2.633.