Indonesian Journal of Law and Economics Review
Vol 19 No 2 (2024): May
Marketing Management

Brand Trust Amplifies Word of Mouth, Boosts Repurchase Intention in Indonesia
Kepercayaan Merek Memperkuat Promosi dari Mulut ke Mulut, Meningkatkan Niat Beli Ulang di Indonesia


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  • Errina Rachmawati ,
  • Detak Prapanca*
Errina Rachmawati
Universitas Muhammadiyah Sidoarjo, Indonesia
*

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i2.1073
Published May 29, 2024
Keywords
  • Celebrity Endorser,
  • Word of Mouth,
  • Brand Trust,
  • Repurchase Intention,
  • Scarlett Whitening
How to Cite
Rachmawati , E., & Detak Prapanca. (2024). Brand Trust Amplifies Word of Mouth, Boosts Repurchase Intention in Indonesia. Indonesian Journal of Law and Economics Review, 19(2), 10.21070/ijler.v19i2.1073. https://doi.org/10.21070/ijler.v19i2.1073

Copyright (c) 2024 Errina Rachmawati , Detak Prapanca

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study examines how celebrity endorsers and word of mouth influence repurchase intention for Scarlett Whitening products in East Java, with brand trust as a moderating variable. Using a questionnaire and purposive sampling, data from 96 respondents were analyzed with path analysis via PLS software. The results show that both celebrity endorsers and word of mouth positively impact repurchase intention, with brand trust also playing a significant role. However, brand trust moderates the effect of word of mouth but not celebrity endorsers on repurchase intention. These findings suggest focusing on enhancing word of mouth and maintaining brand trust to boost repurchase intentions.

Highlights:

1. Positive Impact: Endorsers and word of mouth boost repurchase intention.
2. Moderation: Brand trust enhances word of mouth, not endorsers' impact.
3. Strategy: Focus on word of mouth and brand trust.

Keywords: Celebrity Endorser, Word of Mouth, Brand Trust, Repurchase Intention, Scarlett Whitening

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