CELEBRITY ENDORSEMENT AND BRAND IMAGE IN THE AGE OF CRISIS: A MULTIDISCIPLINARY PERSPECTIVE ON CONSUMER PURCHASE DECISIONS

Abstract

During times of global crisis, consumer behavior is significantly influenced by psychological, social, and cultural uncertainty. This study explores the role of celebrity endorsements and brand image in shaping purchasing decisions during this turbulent period. Adopting a multidisciplinary approach integrating marketing communications, behavioral science, and crisis management, this study examines how public figures, as brand ambassadors, influence consumer trust, emotional connection, and perceived value of a product. This study used a quantitative method through a survey distributed to 90 respondents across various segments, analyzed using SPSS. The results of this study indicate that: (1) celebrity endorsers (X1) have a partial significant effect on purchasing decisions of 0.000, with a positive regression coefficient of 0.964; (2) brand image (X2) has a significant effect on purchasing decisions with a significance level of 0.027, with a positive regression coefficient of 0.439; and (3) celebrity endorsers (X1) and brand image (X2) have a significant effect on purchasing decisions with a significance level of 0.000. The adjusted coefficient of determination (R2) obtained a value of 0.457, indicating that purchasing decisions were influenced by celebrity endorsers and brand image by 45.7%, while other factors not included in this study contributed to the remaining 54.3%. The results highlight the need for brands to align their promotional strategies with public sentiment and crisis communication principles. This study contributes to a broader understanding of consumer decision-making by offering insights into how brands can maintain relevance and resilience through trusted endorsements and a strong brand identity amidst global uncertainty.