When Celebrities Sell: An Analysis of Keanu Angelo's Influence on Consumer Decisions and Customer Satisfaction

Abstract

This study aims to determine whether there is an influence of celebrity supporters on customer satisfaction, and whether it is mediated by purchasing decisions between celebrity service providers and Keanu Angelo's customer satisfaction, and the review from an Islamic perspective. The population of this research is DKI Jakarta (Central Jakarta, West Jakarta, East Jakarta, North Jakarta and South Jakarta). The sample in this study was customers who had purchased a product or service through Keanu Angelo, with a total of 130 respondents. The sampling technique used was a non-probability sampling method, with a purposive sampling technique through distributing questionnaires. The method of data analysis was carried out using path analysis through the SPSS program. The results showed that celebrity influencers had a positive and significant effect on purchasing decisions, which in turn had a positive and significant effect on customer satisfaction, and that purchasing decisions mediated the relationship between celebrity customer givers and customers. The managerial implication is that companies should carefully select credible and ethical celebrity influencers who align with the brand's values. Since influencers significantly impact purchasing decisions and customer satisfaction, managers need to ensure influencer marketing strategies are both practical and trustworthy, including from Islamic ethical perspective