Articlebronze2022

PERAN BRAND IMAGE MEMEDIASI PENGARUH CELEBRITY ENDORSER TERHADAP REPURCHASE INTENTION

Ni Putu Dellya Febrianda Melzica · I Made Wardana

5 citations0/0 files storedE-Jurnal Ekonomi dan Bisnis Universitas Udayana

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Celebrity endorsers are one of the factors that influence a person's intention to buy or reuse (repurchase intention) a product or service. The use of celebrity endorsers in promotions can increase repurchase intention. This study wants to explain the role of brand image in mediating celebrity endorsers on repurchase intention. This research was conducted in Denpasar City involving 80 respondents. The data collection method used is purposive sampling. Data was collected by distributing questionnaires containing statements related to celebrity endorser variables, brand image and repurchase intention. Furthermore, the data from the questionnaire collection was processed using validity and reliability tests to determine the feasibility and consistency of indicators in the questionnaire. In addition to validity and reliability tests, other tests were conducted, namely path analysis and Sobel test. The results showed that celebrity endorser had a positive and significant effect on repurchase intention. Meanwhile, brand image has a positive and significant effect on repurchase intention. So it can be said that to increase repurchase intention, it can be done by increasing the use of celebrity endorsers and growing a good brand image.

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References

2013Influence of Celebrity Endorsement of Advertisement on Students’ Purchase Intention 2020PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN DAN CITRA MEREK TERHADAP NIAT PEMBELIAN ULANG 2015Pengaruh Celebrity Endorser, Brand Image, Brand Trust terhadap Keputusan Pembelian Clear Shampoo di Kota Denpasar 2017Pengaruh Celebrity Endorser Dan Iklan Melalui Media Televisi Terhadap Minat Beli Pada Tokopedia Di Denpasar 2016PENGARUH CELEBRITY ENDORSER TERHADAP BRAND IMAGE (Survei pada Konsumen Kosmetik Wardah di Counter Wardah Kota Malang)2018PENGARUH CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION MELALUI BRAND CREDIBILITY 2021Repurchase Intention of Millennial Generation in Coffee Shop with the Coffee-To-Go Concepts 2019Pengaruh Brand Loyalty, Word Of Mouth, Dan Celebrity Endorsement Terhadap Repurchase Intention

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