The Effect of Celebrity Endorsement on Repurchase Intention with Brand Attitude, Brand Credibility, and Brand Image as Intervening Variables in MS Glow Products

Abstract

The beauty industry is growing every year globally. Indonesia ranks 12th in the largest sales globally. MS Glow is a local cosmetic brand that has developed products by utilizing online marketing since 2013. Many counterfeit MS Glow products have been found, in addition to damaging the company's reputation and endangering consumers. The purpose of this study is to determine whether there is a positive and significant effect of celebrity endorsement (attractiveness, trustworthiness, expertise) on repurchase intentions through brand attitudes, brand credibility, and brand image). A total of 385 MS Glow consumer respondents in five different cities participated. This study uses quantitative methods, as well as structural equation model (SEM) analysis, using Smart PLS software. The results of this study have a positive and significant partially and mediate influence between celebrity endorsement variables on repurchase intentions through brand attitudes, brand credibility, brand image. Except trustworthiness variable and expertise variable has no effect on brand credibility and also has no mediating effect on repurchase intention.