The Effect of Celebrity Endorsement and Customer Experience on Repurchase Intention: The Mediating Role of Brand Awareness
DOI:
https://doi.org/10.54518/ebh.5.4.2026.1519Keywords:
Brand Awareness, Celebrity Endorsement, Customer Experience, Halal Cosmetics, Repurchase IntentionAbstract
The cosmetics industry in Indonesia has grown rapidly alongside rising consumer awareness of halal, safe, and environmentally friendly products, creating intense competition among cosmetic brands. This study examines the effects of celebrity endorsement and customer experience on repurchase intention, with brand awareness as a mediating variable. The study employed a quantitative approach with a causal associative research design. The study used purposive sampling, with a total of 130 respondents. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using IBM SPSS Statistics version 25. The findings demonstrate that celebrity endorsement positively and significantly affects brand awareness, while customer experience has a stronger positive and significant effect on brand awareness. Brand awareness significantly influences repurchase intention. Furthermore, celebrity endorsement and customer experience directly influence repurchase intention. The Sobel test confirms that brand awareness significantly mediates the effects of celebrity endorsement and customer experience on repurchase intention. These findings indicate that strengthening celebrity endorsement and customer experience while maintaining strong brand awareness can support Wardah in encouraging repeat purchases and sustaining consumer loyalty in the competitive halal cosmetics market.
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