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All Journal Jurnal Ilmiah Manajemen Kesatuan Economic and Business Horizon
Vita Dhameria
Universitas Jenderal Achmad Yani, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Effect of Celebrity Endorsement and Customer Experience on Repurchase Intention: The Mediating Role of Brand Awareness Elsa Linggawati; Vita Dhameria
Economic and Business Horizon Vol. 5 No. 4 (2026): July
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.4.2026.1519

Abstract

The cosmetics industry in Indonesia has grown rapidly alongside rising consumer awareness of halal, safe, and environmentally friendly products, creating intense competition among cosmetic brands. This study examines the effects of celebrity endorsement and customer experience on repurchase intention, with brand awareness as a mediating variable. The study employed a quantitative approach with a causal associative research design. The study used purposive sampling, with a total of 130 respondents. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using IBM SPSS Statistics version 25. The findings demonstrate that celebrity endorsement positively and significantly affects brand awareness, while customer experience has a stronger positive and significant effect on brand awareness. Brand awareness significantly influences repurchase intention. Furthermore, celebrity endorsement and customer experience directly influence repurchase intention. The Sobel test confirms that brand awareness significantly mediates the effects of celebrity endorsement and customer experience on repurchase intention. These findings indicate that strengthening celebrity endorsement and customer experience while maintaining strong brand awareness can support Wardah in encouraging repeat purchases and sustaining consumer loyalty in the competitive halal cosmetics market.
Green Marketing, Market Sensing, and IT-Based Innovation Capability on Competitive Advantage and Marketing Performance Vita Dhameria; Adelia Nidyanti
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 5 (2026): JIMKES Edisi September 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i5.5722

Abstract

In an increasingly competitive market, firms must continuously adapt to environmental and technological changes. This study aims to examine the effects of green marketing, market sensing capability, and IT-based innovation capability on competitive advantage and marketing performance. The research employs a quantitative approach using Structural Equation Modeling (SEM) with AMOS. Data were collected through questionnaires and analyzed to assess the proposed relationships among the research constructs. The results indicate that market sensing capability has a positive and significant effect on competitive advantage, with an estimated coefficient of 0.333 and p < 0.001. Green marketing also has a positive and significant effect on competitive advantage (β = 0.273; p < 0.001), while IT-based innovation capability significantly influences competitive advantage (β = 0.303; p < 0.001). Furthermore, competitive advantage significantly affects marketing performance (β = 0.268; p = 0.039). Green marketing (β = 0.325; p < 0.001), IT-based innovation capability (β = 0.239; p < 0.001), and market sensing capability (β = 0.265; p < 0.001) also have significant positive effects on marketing performance. The findings demonstrate that integrating environmental marketing, market intelligence, and technology-based innovation is essential for strengthening competitive advantage and improving marketing performance.
Co-Authors Adelia Nidyanti Elsa Linggawati