PENGARUH CELEBRITY ENDORSEMENT TERHADAP NIAT PEMBELIAN ULANG DENGAN WORD OF MOUTH SEBAGAI MODERASI (Studi Pada Pelanggan Somethinc Generasi Z)

This study aims to analyze the effect of celebrity endorsement on repurchase
intention with word of mouth (WOM) as a moderating variable for Somethinc
generation Z consumers at the Cosmecicu store in Malang City. This study uses a
quantitative approach by distributing questionnaires to 246 respondents. Celebrity
endorsement is measured through trustworthiness, expertise, physical
attractiveness, respect, and similarity. WOM is measured through intensity,
content, and valence of opinion, while repurchase intentions are measured through
transactional, referential, preferential, and exploratory intentions. The results
showed that celebrity endorsement has a positive and significant effect on
repurchase intentions. WOM also has a positive and significant effect on
repurchase intentions. In addition, WOM is proven to moderate the relationship
between celebrity endorsement and repurchase intention, where the presence of
WOM strengthens the influence of celebrity endorsement on consumer loyalty in
repurchasing Somethinc products. These findings suggest that the combination of
credible celebrities with strong and positive WOM is able to encourage generation
Z consumers to make repeat purchases on an ongoing basis.