The Impact of Celebrity Endorser and Word of Mouth on Repurchase Intention with Brand Trust Moderation
Dampak Celebrity Endorser dan Word of Mouth Terhadap Repurchase Intention dengan Moderasi Brand Trust
DOI:
https://doi.org/10.21070/ups.1888Keywords:
Celebrity Endorser, Word Of Mouth, Brand Trust, Repurchase IntentionAbstract
This study aims to determine the impact of Celebrity Endorsers and Word of Mouth on Repurchase Intention through Brand Trust as a moderating variable based on problems regarding fluctuations in sales related to repurchase intention with the object of research in East Java province as a population of women who are more dominant than men. The data analysis technique in this study used Path Analysis with research data tested using validity and reliability tests using Partial Least Square (PLS) software. The results of this study indicate that Celebrity Endorser has a positive and significant effect on Repurchase Intention, Word of Mouth has a positive and significant effect on Repurchase Intention, Brand Trust has a positive and significant effect on Repurchase Intention, Celebrity Endorser cannot be moderated by Brand Trust on Repurchase Intention, and Word Of Mouth can be moderated by Brand Trust towards Repurchase Intention.
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