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Journal : Jurnal Simki Economic

Determinan Repurchase Intention Brand Wardah di TikTok: Peran Brand Love sebagai Moderasi Juwanti, Novi Rahma; Susilowati, Heni
Jurnal Simki Economic Vol 9 No 2 (2026): Volume 9 Nomor 2 Tahun 2026
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v9i2.402

Abstract

This research intends to examine the moderating role of brand love in the effects of influencer marketing and brand image on the repurchase intention for Wardah products on TikTok. A quantitative approach and causal design were adopted, with the data gathered from an online survey of 100 TikTok users who had been exposed to Wardah content. PLS-SEM was utilized to analyze and hypothesis testing. The main conclusions of this study demonstrate that influencer marketing and brand love positively and significantly affect the intention to repurchase, whereas brand image provides a negative outcome. Furthermore, brand love was found to strengthen the association amongst influencer marketing and the repurchase intention for Wardah products. However, brand love does not moderate the correlation amongst brand image and the repurchase intention. Wardah products. These results confirm that optimizing the role of influencer marketing and fostering emotional connections with customers is more critical than brand image perceptions in driving repurchase intent.
Co-Authors Ady, Pangeran Pandu Bayu Agustinus Rudolf Phym, Agustinus Agustiya, Arvi Alma Linggar Jonarta Andriana, Myra Anggawati, Melvi Indy Anne Handrini Dewi Aprilia, Sintya Ardiyanto, Rizky Asikin Nur Atsushi Tabata Ayun Febriana Azzahra, Annisa Annur Bin Noh Seth, Muhammad Najib Dea Cahyani, Yessica Denise Utami Putri, Denise Utami Devi Chretella Maheswara, Devi Chretella Dewi Agustina Dewi Widyaningsih Dewi Widyaningsih Dyah Irnawati Dyah Listyarifah Edy Meiyanto Endah Kusumastuti Fahlevi, Bunga Farida, Dwi Ana Farmasyanti, Cendrawasih Andusyana Ferry Adi Wibowo Fery Setiawan Fian Damasdino Gumelar, Kiki Hajardhini, Puspita Hanif, Hilmy Irsyadi Hardiyani, Reisca Tiara Hargyatni, Titin Hary Hermawan Hayuningtyas, Widya Galuh Henny Henny, Henny Heribertus Dedy Kusuma Yulianto Hermawan Prasetyanto HIDAYAT, ERWAN NUR Hideaki Nagamune Hirohiko Okamura Ika Yoga Innayati Oktiana Yudasari, Innayati Oktiana Intan Ruspita, Intan Irsalina, Nadia Iswari, Febri Nandia Sri Jaelani, Jaelani Juni Handajani Juwanti, Novi Rahma Katsuhiko Hirota Kaya Yoshida Kuijpers-Jagtman, Anne Marie Kustami, Endang Kusumaningsih, Dhevi Dadi Kusumaningtyas, Dhevi Dadi Lisdrianto Hanindriyo Lukis, Prima Agusti Mariana, Septanus Rita Maulana, Putri Anindya Miranti, Rina Mohammad Khafid Mu'tashim, Muhammad Faris Mun‘im, Abdul Nugroho, Setyo Prasiyono Nunuk Purwanti Pertiwi, Heppy Atma Prabowo, Adi Prakosa, Basma Rosandi Prawira, Anggun Wida Ratnaningrum Ratnaningrum, Ratnaningrum Retnosari Andrajati Santoso, Agus Wibowo Setyo Budi Sati, Dian Laras Selvy, Mutiara Sentosa, Ilham Septiani, Intan Dzahabiyah Seth, Muhammad Najib Shofiana, Umu Salma Siagian, JW Siswahyudianto Siti Sunarintyas Siwi, Dyanasti P. sugesti, sahlit Sulistyowati, Pemilia Suryani Hutomo, Suryani Suryanto, Yanti Ivana Tatsuji Haneji Titin Hargyatni Trianna Wahyu Utami Widagda, Sidiq Pramana Wijayanti, Afifah Arum Wulandari Wulandari Yoichiro Miyake Yosaphat Bayu Rosanto Yulianto, Gunawan Ziadah, Tsai'un Nur