TRUST AS A TRANSFORMATIONAL MEDIATOR IN BRANDED FASHION REPURCHASE INTENTIONS: EVIDENCE FROM SOCIAL MEDIA MARKETING, CELEBRITY ENDORSEMENT, AND PERCEIVED RISK
DOI:
https://doi.org/10.18623/rvd.v23.n4.4625Keywords:
: Social Media Marketing, Celebrity Endorsement, Perceived Risk, Trust, Repurchase IntentionAbstract
Consumer reluctance to repurchase branded fashion products remains a critical challenge for manufacturers, prompting the need for effective strategies to strengthen repurchase intention. This study investigates the influence of Social Media Marketing, Celebrity Endorsement, and Perceived Risk on Repurchase Intention, with Trust serving as a mediating variable among branded fashion consumers in Surabaya. Using a causal research design, data were collected from 210 respondents through accidental sampling and analyzed using Partial Least Squares (PLS). The findings reveal that Social Media Marketing has a significant positive effect on Trust, whereas Celebrity Endorsement and Perceived Risk exert significant negative influences on Trust. Additionally, Celebrity Endorsement, Perceived Risk, and Trust positively and significantly affect Repurchase Intention, while Social Media Marketing unexpectedly shows a significant negative impact on Repurchase Intention. Further analysis indicates that Trust mediates the relationship between Social Media Marketing and Repurchase Intention in a positive manner, yet Trust demonstrates a negative mediating effect on the relationships between Celebrity Endorsement and Perceived Risk toward Repurchase Intention. Overall, these results highlight the complex interplay between digital marketing strategies, consumer perceptions, and trust formation in shaping repurchase intentions within the branded fashion industry.
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