The Effect of Artist Endorsement and Brand Image on Marketplace Product Sales through Customer Loyalty

Abstract This study aims to analyze the impact of celebrity endorsement and brand image on product sales in the marketplace, focusing on the role of customer loyalty as a mediator. In today's digital era, celebrity endorsement has become one of the effective marketing strategies to attract consumers' attention and build a strong emotional connection with the brand. The method used in this research is quantitative, which allows for systematic and objective data analysis. The results show that celebrity endorsement has a significant positive influence on brand image, which in turn increases customer loyalty. High customer loyalty contributes to increased product sales in the marketplace. These results confirm the importance of choosing the right celebrity for endorsement to maximize the positive impact on product sales. Keyword : celebrity endorsement, brand image, product sales, marketplace, customer loyalty.