Track: Business Management

Abstract

The credibility of an influencer is the attractiveness, trust, and expertise it has for commercial purposes. The credibility of gender equality is also a unique variable to be tested to find out whether there is an influence on the brand displayed by the celebrity brand ambassador. This research was conducted in a big city in Indonesia with time consuming in 3 months. This study uses a quantitative approach with non-probability sampling method with purposive sampling technique. The data obtained were analyzed carefully and the results showed that H1 was accepted, meaning that Celebrity Attractiveness had a positive influence on the relatedness need satisfaction of cosmetic users in the city of Semarang. H2 is accepted, meaning that Celebrity Trustworthiness has a positive influence on the relatedness need satisfaction of cosmetic users in the city of Semarang. Based on statistical tests, the results showed that there was an effect of the Celebrity Expertise variable on. H3 is accepted, meaning that Celebrity Expertise has a positive influence on the relatedness need satisfaction of cosmetic users in the city of Semarang. H4 is accepted, meaning that relatedness need satisfaction has a positive influence on brand passion for cosmetic users in the city of Semarang.