THE EFFECT OF CELEBRITY ENDORSER ON REPURCHASE INTENTION OF COSMETIC PRODUCTS

Abstract

The Indonesian cosmetics market is increasing along with the influence of global trends - where the function of cosmetics is shifting as a basic necessity for the millennial generation. Currently, many cosmetic product marketing use the role of celebrity endorser to increase the role of the brand and the desire to repurchase. Companies also need to allocate a lot of marketing funds, thus they need to be careful in selecting celebrity endorser. The population in this study was millennial women who use decorative makeup cosmetics in all over Indonesia. The total respondent in this study was 200. The criteria for respondents who were the sample in this study were women, 18-36 years old, living and in residence in Indonesia and have purchased decorative cosmetic products for the past year. The problems that occur were analyzed using the structural equation modeling method. The results show that celebrity endorser has a significant positive effect on brand attitude, brand credibility, and self-brand connection. Celebrity endorser has an effect on repurchase intention through the brand attitude mediator variable (full mediation). Meanwhile, the variables of brand credibility and self-brand connection have a positive but insignificant effect on repurchase intention.

Keywords

• celebrity endorser
• brand attitude
• brand credibility
• millennial
• repurchase intention
• self brand connection