Pengaruh Celebrity Endorser, Kepercayaan Konsumen, Dan Kepuasan Konsumen Terhadap Minat Pembelian Ulang Pada Produk Scarlett Whitening: Studi Kasus Pada Konsumen Scarlett Whitening di Kabupaten Banjarnegara

Natalia Ratna Ningrum (Fakultas Bisnis Universitas PGRI Yogyakarta)
Anindita Imam Basri (Fakultas Bisnis Universitas PGRI Yogyakarta)
Rizka Aulia Revani (Fakultas Bisnis Universitas PGRI Yogyakarta)
Hanindya Amelia Putri (Fakultas Bisnis Universitas PGRI Yogyakarta)

Bisman (Bisnis dan Manajemen): The Journal of Business and Management
Vol. 5 No. 2 (2022): Juli 2022

Abstract This study aims to determine the effect of celebrity endorser, consumer trust and consumer satisfaction on repurchase interest in Scarlett Whitening products. This research was conducted in Banjarnegara Regency, Central Java from October to November 2021. This research is a quantitative study with a sample of 154 respondents. The sampling technique used non-probably sampling using snowball sampling and purposive sampling. Data was collected by distributing questionnaires through Google Form. This study uses multiple linear regression analysis techniques. The results of this study conclude that partially celebrity endorser has a positive and significant effect on repurchase intention, consumer trust has a positive and significant effect on repurchase interest, and consumer satisfaction has a positive and significant effect on repurchase interest. Simultaneously celebrity endorser, consumer trust and consumer satisfaction have a positive and significant effect on repurchase intention with a sig value of 0.000 indicated. The effect of celebrity endorser, consumer trust and consumer satisfaction on repurchase interest can be seen with the Adjusted R Square value of 58.3% while the remaining 41.7% is influenced by other variables outside of this study.