The Mediation Role of Brand Trust on Repurchase Intention: The Influence of Brand Image and Celebrity Endorsers
Case Study of Customer Noera Collagen Drink on the TikTok Shop Application in Malang
DOI:
https://doi.org/10.55208/0vpb7b59Keywords:
Brand Image, Celebrity Endorser, Brand Trust, Repuchase IntentionAbstract
This research investigates the influence of brand image and celebrity endorsers on repurchase intention, highlighting brand trust as a mediating variable. Conducted among consumers of Noera Collagen Drink on the Malang City TikTok Shop platform, the study employs a descriptive quantitative research approach. The target market consists of consumers who have previously purchased Noera Collagen Drink through the TikTok Shop application and reside in Malang City. A purposive sampling method selected a sample of 100 respondents, with data collected through an online questionnaire via Google Forms. The analysis was performed using SEM PLS in SmartPLS.
The findings reveal several significant positive relationships: brand image significantly boosts repurchase intention, celebrity endorsers effectively enhance repurchase intention, and both brand image and celebrity endorsers positively influence brand trust. Furthermore, brand trust is shown to significantly elevate repurchase intention, while brand image and celebrity endorsers affect repurchase intention through the mediation of brand trust.
The implications of these findings are crucial for marketing strategies. Organizations should prioritize enhancing their brand image through consistent quality, effective messaging, and emotional connection with consumers. Moreover, selecting the right celebrity endorsers who resonate with the target audience can strengthen brand trust and drive repurchase intentions. The strategic alignment between brand image, celebrity endorsement, and brand trust can lead to increased customer loyalty and repeat business.
Additionally, the study underscores the importance of building strong trust relationships with consumers, which can be achieved through transparent communication and engagement. By focusing on these aspects, companies can cultivate a loyal customer base, ultimately enhancing their competitive advantage in the market. Employing these insights can lead to more effective marketing strategies, ensuring that organizations not only attract new customers but also retain existing ones through increased repurchase intentions.
References
Al Satria, M. I., & Firmansyah, F. (2024). PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP LOYALITAS ANGGOTA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 401–414. https://doi.org/10.31955/mea.v8i1.3690
Alexandro, Y. W. (2022). Pengaruh Brand Image terhadap Loyalitas Konsumen dengan Brand Trust sebagai Pemediasi. Journal of Business and Economics (JBE) UPI YPTK, 7(3), Article 3. https://doi.org/10.35134/jbeupiyptk.v7i3.182
DailySocial. (2022). Laporan Populix: 86% Masyarakat Belanja Melalui Platform Media Sosial. DailySocial. https://dailysocial.id/post/laporan-populix-86-masyarakat-belanja-melalui-platform-media-sosial
Databoks. (2024). Ada 185 Juta Pengguna Internet di Indonesia pada Januari 2024. Databoks. https://databoks.katadata.co.id/datapublish/2024/02/27/ada-185-juta-pengguna-internet-di-indonesia-pada-januari-2024
djkn.kemenkeu.go.id. (2023). No Title. https://www.djkn.kemenkeu.go.id/kpknl-lahat/baca-artikel/16023/Mengenal-Revolusi-Industri-50.html
Dwitama, R. S. (2021). Pengaruh Brand Image, E-Service Quality, E-Customer Satisfaction, dan E-Customer Trust Terhadap Repurchase Intention Pengguna Aplikasi Tokopedia (Studi Pada Konsumen Rentang Usia Produktif Pengguna Aplikasi Tokopedia Di Jawa Timur). Jurnal Ilmiah Mahasiswa FEB, 9(2), Article 2. https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/7450
Firman, A., Ilyas, G. B., Reza, H. K., Lestari, S. D., & Putra, A. H. P. K. (2021). The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(1), 107. https://doi.org/10.24252/minds.v8i1.20594
Fitria, D. N. T., Yohana, C., & Saidani, B. (2021). Pengaruh Pengalaman Pelanggan Terhadap Niat Membeli Kembali Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada Pengguna Zalora DKI Jakarta). E-Jurnal Manajemen Unud, 7(10), 5343–5378.
Hartoko, R., & Budiman, J. (2022). ANALISIS PENGARUH BRAND IMAGE, BRAND AWARENESS, e-WOM DENGAN TRUST SEBAGAI VARIABEL MEDIASI TERHADAP PURCHASE INTENTION SKINCARE KOREA DI KOTA BATAM. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 7(3), Article 3. https://doi.org/10.24815/jimen.v7i3.21201
Hasan, G., & Elviana, E. (2023). Pengaruh Brand Image, Celebrity Endorsement, EWOM, Brand Awareness Dan Social Media Communication Terhadap Purchase Intention Dengan Brand Trust Sebagai Variabel Mediasi Pada Pengguna Smartphone Di Kota Batam. Management Studies and Entrepreneurship Journal (MSEJ), 4(1), Article 1. https://doi.org/10.37385/msej.v4i2.1244
Humaira, E., & Antoro, E. W. (2024). ANALISIS PENGARUH LIVE CHAT TERHADAP REPURCHASE INTENTION YANG DIMEDIASI OLEH TRUST DAN CUSTOMER SATISFACTION PADA E-COMMERCE DI INDONESIA. Biznesa Economika : Economic and Business Journal, 1(01), Article 01. https://doi.org/10.2024/c7e3h525
Kotler & Armstrong. (2014). Prinsip- prinsip Pemasaran Jilid 2 Edisi 15. Erlangga.
Kotler, K. &, & Lane, K. (2022). Marketing management. Dalam Soldering & Surface Mount Technology (Vol. 13, Nomor 3). https://doi.org/10.1108/ssmt.2001.21913cab.040
Kusdayanti, P. A., & Nugroho, R. H. (2023). Pengaruh Brand Image dan Celebrity Endorser Terhadap Minat Beli Melalui Brand Trust Sebagai Variabel Intervening (Studi Pada Konsumen Scarlett Whitening di Surabaya). Management Studies and Entrepreneurship Journal (MSEJ), 4(3), Article 3. https://doi.org/10.37385/msej.v4i4.1570
Malhotra, N. K. (2010). Marketing research: An applied orientation (6 ed.). pearson prentice Hall.
Melzica, N. P. D. F., & Wardana, I. M. (2022). PERAN BRAND IMAGE MEMEDIASI PENGARUH CELEBRITY ENDORSER TERHADAP REPURCHASE INTENTION. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 1084–1092. https://doi.org/10.24843/EEB.2022.v11.i09.p06
Novitasari, S. A. A., Listyorini, S., & Farida, N. (2023). Pengaruh Celebrity Endorser, Brand Identity, dan Perceived Value terhadap Repurchase Intention Produk Kosmetik Wardah di Kota Semarang. Jurnal Ilmu Administrasi Bisnis, 12(1), Article 1. https://doi.org/10.14710/jiab.2023.37230
Olga Violyta Almirah & Lilik Indayani. (2022). The Influence of Brand Awareness, Brand Image, and Product Quality on Repurchase Intention of Fast Fashion Products. 17, 1–13.
Olson, J. C., Petter, J. P., & Sihombing, D. (1999). consumer behavior: Perilaku konsumen dan strategi pemasaran.
Riadi, M. (2020). Merek / Brand (Pengertian, Bagian, Fungsi, Jenis dan Tahapan Perkembangan) Oleh Muchlisin Riadi Mei 18, 2020. kajian pustaka. https://www.kajianpustaka.com/2020/05/merek-brand.html
Riani, O., Wijayanto, G., & Rosyetti, R. (2023). Pengaruh Brand Image Dan Celebrity Endorser Terhadap Brand Loyalty Dan Repurchase Intention Pada Konsumen Produk Maybeline Di Kota Pekanbaru. Management Studies and Entrepreneurship Journal (MSEJ), 4(1), Article 1. https://doi.org/10.37385/msej.v4i1.1336
Saulina, A. N., Listyorini, S., & Farida, N. (2022). Pengaruh Celebrity Endorser dan E-Brand Personality terhadap Online Repurchase Intention Lipstik Pixy melalui E-Trust sebagai Variabel Mediasi (Studi Kasus pada Pengguna Lipstik Pixy Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 10(4), Article 4. https://doi.org/10.14710/jiab.2021.32832
Shimp, T. A. (2003). Periklanan Promosi, Aspek Tambahan Komunikasi Pemasaran Terpadu. Erlangga.
Shodiqul, S. K. N. E., & Kurniawati. (2023). PENGARUH BRAND TRUST TERHADAP REPURCHASE INTENTION DAN POSITIVE eWOM INTENTION MELALUI BRAND SPORT. Jurnal Ekonomi Trisakti, 3(1), Article 1. https://doi.org/10.25105/jet.v3i1.15585
Simanjuntak, S. A. (2020). Pengaruh Kepuasan Pelanggan Terhadap Minat Pembelian Ulang Iphone.
Soediono, W., Prasastyo, K. W., & Adeline, M. (2020). PENGARUH BRAND EXPERIENCE, BRAND IMAGE-CONGRUENCE, BRAND AFFECT DAN BRANDTRUST TERHADAP REPURCHASE INTENTION PADA PRODUK FASHION BERRYBENKA SECARA ONLINE DI JAKARTA. Media Bisnis, 12(1), Article 1. https://doi.org/10.34208/mb.v12i1.881
Wijaya, V. L., Sutanto, Y., & Siaputra, H. (2020). PENGARUH GREEN BRAND IMAGE TERHADAP REPURCHASE INTENTION DENGAN GREEN BRAND SATISFACTION DAN GREEN BRAND TRUST SEBAGAI MEDIATOR PADA STARBUCKS COFFEE SURABAYA. Jurnal Hospitality Dan Manajemen Jasa, 8(2), Article 2. https://publication.petra.ac.id/index.php/manajemen-perhotelan/article/view/10550
Downloads
Additional Files
Published
Issue
Section
License
Copyright (c) 2024 Ghasela Azizah, Faisol Faisol (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
