PENGARUH CITRA MEREK, DESAIN PRODUK, DAN CELEBRITY ENDORSEMENT TERHADAP NIAT BELI ULANG JINISO JEANS PADA TIKTOK SHOP DI KOTA BATAM

Abstract

The development of e-commerce and social media has changed consumer shopping behavior, particularly through the TikTok Shop platform. This situation requires fashion businesses to implement effective marketing strategies to increase consumer repurchase intentions. This study aims to determine the influence of brand image, product design, and celebrity endorsements on repurchase intentions for Jiniso Jeans on TikTok Shop in Batam City. The study used a quantitative method with a descriptive approach. Data were collected through questionnaires distributed to 100 respondents, consisting of students of Putra Batam University and residents of Kibing Raya Housing who had purchased Jiniso Jeans products. Data analysis was carried out using validity tests, reliability tests, classical assumption tests, and multiple linear regression with the help of SPSS 27. The results showed that brand image, product design, and celebrity endorsements partially had a positive and significant effect on repurchase intentions. In addition, these three variables also had a significant effect simultaneously. These findings indicate that strengthening brand image, product design innovation, and selecting the right celebrity endorsement can increase consumer interest in repurchasing.