CELEBRITY ENDORSMENT AND ONLINE CUSTOMER REVIEWS ON REPURCHASE DECISIONS THROUGH ATTITUDES, EWOM, AND BRAND AWARENESS IN CULINARY MSME CONSUMERS

This study aims to analyze the influence of celebrity endorsements, online customer reviews, attitude, brand awareness, and electronic word of mouth (e-WOM) on the repurchase decisions of culinary MSME consumers in the Barlingmascakeb area (Banjarnegara, Purbalingga, Banyumas, Cilacap, and Kebumen). This study uses a quantitative approach with a survey method of 100 respondents obtained through purposive sampling techniques. Data collection was carried out through questionnaires and analyzed using Structural Equation Modeling based on Partial Least Square (SEM-PLS). The results of the study show that online customer reviews have a significant influence on attitude, which in turn positively affects brand awareness and e-WOM. However, celebrity endorsements do not have a significant effect on attitudes or repurchase decisions. Brand awareness has been shown to have a significant effect on repurchase decisions, while e-WOM only shows a marginal influence. These findings emphasize the importance of customer reviews and brand perception in driving consumer loyalty of culinary MSMEs, compared to the use of public figures in promotion. This research provides a practical contribution for MSME actors to focus more on improving service quality and managing customer reviews digitally in an effort to build consumer loyalty.