A Quantitative Analysis of Celebrity Endorsement and Customer Reviews Impact on Repurchasing Intention: Case Study on Mother of Pearl Users

Abstract

Indonesian cosmetic companies have expanded their R&D spending over the past decade to better meet the needs of women. The "Mother of Pearl" brand by Tasha Farasya gained popularity during the pandemic. This study examines the impact of celebrity endorsements and product repurchase feedback in Jakarta, demonstrating how these factors affect brand equity and consumer attitudes. Customer complaints about Mother of Pearl's products could significantly impact sales and the brand's reputation. These negative reviews may harm the company's sales, reputation, and consumer confidence. Understanding and addressing negative reviews is essential for mitigating their impact and improving consumer perceptions, thereby protecting the company's market position and future. There is a research gap due to contradictory studies linking brand equity with repurchase intention. This discrepancy raises questions about the causes of these differences and highlights the need to study the varied effects of brand equity on customers. The Theory of Planned Behavior is employed to examine how celebrity endorsements and consumer reviews influence brand equity, attitudes, and repurchasing intentions. The findings indicate when marketing strategies are effective and emphasize the impact of electronic word-of-mouth (eWOM) on customers. To understand the relationship between brand equity and repurchase intention, the study explores their connection. This research provides valuable insights for cosmetics marketers and brand managers. Strengthening brand communities, leveraging celebrity endorsements to boost brand equity, generating positive customer feedback, and enhancing digital and physical customer experiences are key strategies. Mother of Pearl can succeed in a competitive market by building consumer trust, loyalty, and repurchasing intention.

Keywords: Celebrity Endorsement, Repurchasing Intention, Brand Equity