The influence of celebrity endorsers and product quality on repurchase intention through brand image as a mediating variable for Scarlett products
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Abstract
The purpose of this research is explaining the influence of celebrity endorser and product quality on repurchase intention with brand image as mediation variable. The research type is quantitative research. The number of samples are 131 respondents which using Scarlett’s customers. The sampling technique uses convenience sampling. Data analysis technique using structural equation model with PLS program. This research showing that celebrity endorser influence on brand image but haven’t direct impact on repurchase intention. Product quality have derrect impact on both brand image and repurchase intention. Brand image as mediation variable which increasing the impact of celebrity endorser and product quality on repurchase intention at Scarlett beauty products.
Keywords
References
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