Mediating Effect of Brand Image in Influencer Marketing's Impact on Repurchase Intention of Scarlett Whitening
DOI:
https://doi.org/10.38043/technopreneurbiz.v1i1.6972Keywords:
Brand Image, Online Influencer Marketing, Repurchase IntentionAbstract
This study aims to investigate the role of brand image in mediating the effect of online influencer marketing on repurchase intention, focusing on the Scarlett Whitening brand in Denpasar. The research employs a quantitative approach with a sample of 110 respondents who are consumers of Scarlett Whitening in Denpasar. Data was collected through questionnaires and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The findings reveal that online influencer marketing positively influences repurchase intention, with brand image acting as a significant mediator in this relationship. Furthermore, brand image is positively associated with both online influencer marketing and repurchase intention. The study highlights the critical role of brand image in enhancing the effectiveness of influencer marketing strategies, thereby contributing to increased repurchase intention. These results provide valuable insights for marketers aiming to optimize consumer retention through influencer marketing by leveraging a strong brand image.
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