Pengaruh Media Sosial Dan Celebrity Endorser Terhadap Minat Beli Ulang Dengan Brand Trust Sebagai Variabel Intervening (Studi Kasus Pada Pelanggan Ms Glow Aesthetic Clinic Malang)

Abstract

Abstract

This study aims to determine and analyze the influence of Social Media and Celebrity Endorsers on Repurchase Intention with Brand Trust as Intervening Variables in Ms Glow Aesthetic Clinic Malang Customers. The population and sample of this study are 91 customers of Ms. Glow Aesthetic Clinic Malang. In this study data collection techniques used in the form of questionnaires and interviews. The tool used for data analysis in this study is to use a software application in the form of SPSS. Data analysis method in this research uses path analysis (Analysis Path). The instrument test in this study is in the form of a Normality Test, Reliability Test, Validity Test, t Test and Sobel Test. The analysis shows that Social Media and Celebrity Endorser have a direct and significant effect on Brand Trust. While Social Media and Celebrity Endorser have a direct and significant effect on Repurchase Intention. Whereas Brand Trust has a direct and significant effect on Repurchase Intention. Whereas Social media and Celebrity endorser have a direct and indirect impact on the Repurchase intention through the Brand trust.

Keywords: Social Media, Celebrity Endorser, Brand Trust, and Repurchase Intention