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All Journal Return : Study of Management, Economic and Bussines INJURITY: Journal of Interdisciplinary Studies
Seminari , Ni Ketut
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Economics, Econometrics & Finance Education Engineering Public Health Social Sciences

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The Role Of Brand Love And Wom In Mediating The Influence Of Brand Experience On Repurchase Intention Lattifia, Tita; Jaya Agung Widagda, I Gusti Ngurah; Ketut Giantari, I Gusti Ayu; Seminari , Ni Ketut
Interdiciplinary Journal and Hummanity (INJURITY) Vol. 4 No. 7 (2025): INJURITY: Journal of Interdisciplinary Studies
Publisher : Pusat Publikasi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58631/injurity.v2i3.1460

Abstract

The research adopts the Stimulus-Organism-Response (SOR) theory as the grand framework to explain the relationships between the studied variables. The study was conducted on Larissa skincare customers in Denpasar using a quantitative approach with a survey method involving 145 respondents who are active customers and meet the criteria of making at least two repeat purchases in the past six months. The sample size was determined using the Slovin formula, and the sampling technique employed was simple random sampling. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results show that brand experience does not have a significant direct effect on repurchase intention, but it has a significant positive effect on both brand love and word of mouth. Furthermore, both brand love and word of mouth have a significant positive influence on repurchase intention. These findings indicate that the effect of brand experience on repurchase intention is indirect and fully mediated by brand love and word of mouth. This study is expected to contribute theoretically to the development of the Stimulus-Organism-Response (SOR) framework, particularly in the context of forming repurchase intention through consumers' psychological mechanisms. In practical terms, the findings also offer valuable insights for companies to formulate more targeted marketing strategies. By strategically managing brand experience, strengthening emotional attachment through brand love, and encouraging positive consumer communication via word of mouth, companies can enhance customer loyalty and promote sustainable repurchase behavior.
The Role of Brand Image in Mediating Celebrity Endorser Credibility and E-Wom on Repurchase Intention (Study on Avoskin Consumers in Denpasar) Uthami Febriati, I Gusti Ayu; Santika, I Wayan; Wardana, I Made; Seminari , Ni Ketut
Return : Study of Management, Economic and Bussines Vol. 4 No. 8 (2025): Return: Study of Management, Economic and Business
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v4i8.391

Abstract

The Theory of Planned Behavior (TPB) and the Stimulus-Organism-Response (SOR) model are theoretical frameworks that explain how external stimuli, such as celebrity endorser credibility and electronic word of mouth (E-WOM), are psychologically processed by individuals, ultimately leading to specific behavioral intentions. In the highly competitive skincare industry, Avoskin is ranked among the top five skincare brands but experienced a decline in sales in 2022, making the enhancement of consumers’ repurchase intentions a crucial focus for the company. This study aims to analyze the influence of celebrity endorser credibility and E-WOM on the repurchase intention of Avoskin products, with brand image as a mediating variable. The research was conducted among residents of Denpasar City who had previously purchased Avoskin products, using purposive sampling with a total of 150 respondents. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach. The results indicate that both celebrity endorser credibility and E-WOM have a positive and significant effect on repurchase intention. Additionally, both variables positively and significantly influence brand image. Brand image, in turn, has a significant effect on repurchase intention and serves as a mediating variable in the relationship between celebrity endorser credibility and E-WOM with repurchase intention. The study suggests that companies should select credible public figures who align with the brand image and encourage positive online reviews. Moreover, companies are advised to highlight product advantages such as natural active ingredients, dermatological certification, and eco-friendly packaging. Consumer experience-based loyalty strategies should also be enhanced. Future research is encouraged to include additional variables, such as brand trust or consumer satisfaction, to further enrich the conceptual model.
Co-Authors I Made Wardana I Wayan Santika Jaya Agung Widagda, I Gusti Ngurah Ketut Giantari, I Gusti Ayu lattifia, tita Uthami Febriati, I Gusti Ayu