The Impact of Celebrity Influencers and Online Customer Reviews on Repurchase Intentions: The Mediating Role of Consumer Attitudes and Brand Loyalty

Abstract

This study aims to analyze the impact of celebrity influencers and online customer reviews on consumer attitudes, brand loyalty, and repurchase intention toward Skintific products in Yogyakarta. This research is based on TPB theory, especially with the use of attitudes and repurchase intentions. This research adopts a quantitative approach with 250 respondents who use Skintific products. The sampling technique used is non-probability sampling, specifically convenience sampling. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of SmartPLS-4 software. The results show that celebrity influencers and online customer reviews positive and significant impact consumer attitudes. Furthermore, consumer attitudes were found to positive and significant influence brand loyalty. Brand loyalty also has a positive and significant effect on repurchase intention. These findings highlight the crucial role of digital marketing elements in shaping consumer perceptions and behaviour. The same model could potentially be used for other online sales-based products, such as electronics. From the mediator variable side, trust and commitment to repurchase intention can also be added.