Impact of K-Pop Fanaticism on Repurchase Intention: Mediating Roles of Brand Attitude

Abstract

This study aims to examine the influence of K-pop fanaticism on the repurchase intention of Scarlett Whitening skincare products, with the mediating roles of brand attitude, social media influencer, and brand admiration. A quantitative approach was employed using a primary survey of 180 respondents from the Faculty of Economics and Business at Alma Ata University, Yogyakarta. Data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) through SmartPLS 4.0. The results indicate that K-pop fanaticism has a significant direct effect on repurchase intention, and this effect is further strengthened by the mediating roles of brand attitude, social media influencer, and brand admiration. These findings suggest that K-pop fanaticism not only shapes consumer attitudes and perceptions but also transforms them into loyalty reflected in repurchase behavior. Theoretically, this research contributes to the literature on consumer behavior by integrating popular culture, particularly fandom studies, with the Theory of Planned Behavior in a local brand context. Practically, the study provides insights for local skincare companies to adopt celebrity endorsement strategies with strong emotional and social approaches to enhance consumer loyalty. The novelty of this research lies in its focus on how K-pop fandom influences the repurchase intention of a local skincare brand through multiple mediating pathways, an area that has received limited scholarly attention in Indonesia.