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

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.