PENGARUH WEBSITE, CELEBRITY ENDORSEMENT DAN BRAND ATTACHMENT TERHADAP REPURCHASE INTENTION DENGAN E-WOM SEBAGAI VARIABEL INTERVENING (Studi Pada Pelanggan PT Rocket Motor Company Jakarta )

Abstract

Abstract:. The luxury automotive industry in Indonesia is growing rapidly, but Rocket Motor Company experienced a decline in auto detailing service sales from 2019 to 2021. This study uses an explanatory research method with 100 respondents and analyzes data through Smart PLS. The results show that celebrity endorsement and brand attachment significantly influence repurchase intention, while the website does not. Additionally, all three factors affect electronic word of mouth, which impacts repurchase intention. The study's recommendations include improving website services, maintenance, celebrity selection, consumer interest research, and encouraging testimonial reviews.

Abstraksi: Industri otomotif mewah di Indonesia bertumbuh pesat, tetapi Rocket Motor Company mengalami penurunan penjualan jasa auto detailing pada tahun 2019-2021. Penelitian ini menggunakan metode explanatory research dengan 100 responden dan menganalisis data melalui Smart PLS. Hasil menunjukkan bahwa celebrity endorsement dan brand attachment berpengaruh signifikan terhadap niat pembelian ulang, sedangkan website tidak. Selain itu, ketiga faktor tersebut mempengaruhi electronic word of mouth yang berdampak pada niat pembelian ulang. Rekomendasi penelitian mencakup peningkatan layanan website, pemeliharaan, seleksi selebriti, riset minat konsumen, dan mendorong ulasan testimoni.