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All Journal Return : Study of Management, Economic and Bussines
Ni Ketut Seminari
Universitas Udayana, Indonesia
Economics, Econometrics & Finance

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The Role of Brand Image in Mediating Celebrity Endorser Credibility and E-Wom on Repurchase Intention (Study on Avoskin Consumers in Denpasar) I Gusti Ayu Uthami Febriati; I Wayan Santika; I Made Wardana; Ni Ketut Seminari
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.
The Role of Brand Image in Mediating the Effect of Social Media Marketing and Electronic Word of Mouth on Purchase Decisions (A Study on Uniqlo Product Buyers in Bali Province) I Gede Adi Sucitha; Ni Ketut Seminari; I Gusti Ayu Ketut Giantari; I Gusti Ngurah Jaya Agung Widagda
Return : Study of Management, Economic and Bussines Vol. 5 No. 1 (2026): 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.v5i1.427

Abstract

Abstract: In the competitive fashion industry, Uniqlo's fluctuating performance during the 2021–2024 period and preliminary survey results indicating low purchase decisions in Bali highlight the importance of strengthening the factors that influence consumer purchasing decisions. This study aims to examine the effect of social media marketing and E-WOM on purchase decisions on Uniqlo brand product buyers in Bali Province, with brand image as a mediating variable. The research was conducted among consumers in Bali who had previously purchased Uniqlo products. A total of 135 samples were obtained using purposive sampling. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results reveal that social media marketing and E-WOM exert a positive and significant influence on purchase decisions. Furthermore, both variables also demonstrate a positive and significant impact on brand image. Brand image, in turn, is found to significantly affect purchase decisions and serves as a mediating variable in the relationship between social media marketing, E-WOM, and purchase decisions. Based on these findings, it is recommended that the company optimize its social media marketing strategy by delivering engaging and interactive content, as well as encouraging the spread of positive E-WOM across various online platforms. The brand image can be strengthened by emphasizing product quality, modern design, comfort, and affordable pricing.
Co-Authors I Gede Adi Sucitha I Gusti Ayu Ketut Giantari I Gusti Ayu Uthami Febriati I Gusti Ngurah Jaya Agung Widagda I Made Wardana I Wayan Santika