A competitive evolution model developed rapidly in the business world today has revolutionized how similar business actors interact with one another in providing unique offerings to consumers and influencing the purchasing decisions of consumers to buy the products offered by business doers [1]. In this case, the UHT (Ultra High Temperature) milk illustrates the product with significant public awareness. As a result of the need for culture and the lifestyles that people lead in this era, the UHT-based dairy product business currently dominates the market. This dominance has been produced in a variety of forms. For certain generations, milk consumption is required because it provides a sufficient amount of substances that are advantageous to the growth and development of the body [2]

Industries and companies producing UHT milk in various countries, particularly Indonesia, are presently attempting to communicate milk product strategies through promotional media in the form of advertisements displayed on different electronic media devices such as televisions, smartphones, and other electronic devices. The promotion advertising information channel is carried out by advertising actors or actresses who are well-known for promoting the products, also known as celebrity endorsement. According to [3], some companies expect that the popularity of celebrity advertisements will encourage consumers to purchase their products repeatedly to achieve the desired market share.

The use of celebrity advertising media as studied by [4,5] found that several company products that utilize advertising media aiming to communicate the products in the market sometimes experience a number of problems. One of the problems faced is the new competition with the latest brand advertising specifications, which can attract larger customer attention. Hence, celebrity endorsement can attract advertisements with communicative brands through communication in certain companies [6-8] also explained that celebrity advertising plays a strong role in handling the attitude toward a product, especially in relation to brand credibility. Besides, it is also responsible to bond the connections between brands which can create positive impression for the consumers who possibly repurchase the products in the future based on their objective experience.

However, according to a study conducted by [9] celebrities who can promote products that certain companies have provided should have brand experience and special expertise that can influence brand perception with the motives targeted by most purchases from a consumer. Simultaneously in the findings of a study by [10], there is a priority in the consumer relationship between the suitability of the image and the style of the brand advertisement that needs to be adjusted from the celebrity experience, giving rise to differences in the characteristics of the celebrity towards the attitude of the brand with the advertising media spread from several locations. Generally, the research was conducted on celebrity endorsements which could persuade consumers to repurchase the products, where [11,12] stated that there is a success factor in the attitude of consumers towards brands that are adapted from celebrity models in the form of product appearances that are given to customers.

Some consumers who have preferences such as purchasing UHT milk products indicate that the consideration of the type of milk produced can influence the repurchase decision preferences of most consumers [13] Meaning that, some consumers who repurchase UHT milk products may base their decision on the choice of product origin, guarantee, label information, and safety. In the meantime, [14] found that UHT milk products that are communicated to consumers must provide advertising value that can adjust from product safety to different types of processing that customers can understand.

Through a combination of preferences and advertising information needs from products as disclosed by [15,16] there is an exploration of the nature or characteristics of consumers who idolize their artists (celebrities) related to the products to be purchased, such as celebrity endorsement media content K-POP (Korean Popular Music) from girl band ITZY which has been attached to the milk brand Ultramilk with the power of ITZY's K-POP advertising music culture which can change a clear influence in repurchasing customers with various considerations among idol consumer groups K-POP music namely in product label information and the effectiveness of goods security.

[17] state that the function of K-POP endorsement advertising which can be related to consumer trust from K-POP celebrity attitudes towards a product and advertisement, takes a high recognition of celebrity endorsement from a brand in contributing to the effectiveness of advertising with celebrity media ending with consumer views so that they can intend to make repeat purchases of the brand they select. Thus, this research is expected to be able to determine the influence characteristics of celebrity endorsements with attitudes towards brands and customer advertising to show the results of attitude credibility on celebrity endorsement content in the act of consumer repurchasing of UHT milk products [18]

2.1 Celebrity Endorsement on Attitude toward Brand

Celebrity Endorsement is a concept given to an individual who recognizes himself in public by linking it to the cognition of consumer goods for the advertising content displayed [19] A person who claims to be a celebrity endorsement must demonstrate his credibility model in terms of expertise that can attract the endorser's trust, attractiveness and uniqueness in contributing to a brand's advertising resources [20]

[21] state that on the focus of consumer trust from the attitude of the endorser in a product, celebrities must have a fame or popularity level that can develop a celebrity side that can create a positive brand image with consumer attitudes in a unique brand. So, according to a study proven by  [22] celebrity endorsement media can positively influence attractiveness for potential customers to repurchase consumer attitudes towards certain brands.

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CelebrityEndorsement has positive effects on the attitude of Ultramilk Brand.

2.2 Celebrity Endorsement on Attitude toward Advertisement

The use of celebrity endorser media must have compatibility with the advertisement to be displayed in a brand that can lead to purchasing intentions by customers [23] Celebrity function is used as a relationship between the development of brand awareness and celebrity image's influence on consumers' understanding of the advertising products offered. [24] explain the expertise of endorsed celebrities from advertisements displayed, and they need a number of certain characteristics towards attitudes toward brands and promotions in the form of celebrity reputation and adequate knowledge of the endorsed brand.

According to [25] the dimensional effect of a celebrity is an advertising image with social construction inherent in the celebrity's position as the third manager for repurchasing behaviour by consumers. The finding of the celebrity dimension has a positive value on the credibility of the endorser and by advertising attitudes. [26]found that the results of celebrity endorser advertising aimed to be positive on customer behaviour to make big money purchase intentions based on product credibility and product alignment and celebrity from the advertisements supported.

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CelebrityEndorsement has positive effects on the attitude of Ultramilk Advertisement.

2.3 Attitude toward Brand on Repurchase Intention

[27] in the competition between companies to achieve strength in brand extension/brand has varying degrees of difficulty in maintaining the product potential that is always there for purchases in the market on the strategy determined by the company as a result of in their brand attitude built by an identity and product image that is unique to the brands they produce. The condition of the brand attitude will provide a positive characteristic of customer repurchase interest with its relationship to the satisfaction and attitude of the company's brand [28]

This shows that companies need to focus their brands with various use of communication channels so that the influence of alignment of product attitudes can enhance a positive image of consumer behaviour in developing functional alignment of relationships with repurchase intentions for perspectives given to customer behaviour by improving quality and attitudes in purchasing of manufactured goods [29]

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The Ultramilk Brand's attitude has positive effects on the Repurchase Intention of Ultramilk Products.

2.4 Attitude toward Advertisement on Repurchase Intention

[30] attitude towards advertising is a continuation of product learning towards a certain objectivity or is a preference tendency from advertising which is conceptualized as a consumer situation in the decision to buy a product/service based on feelings found in influencing the ideas and decisions of consumers in repurchase the product/service. Meanwhile, [31] revealed that advertising media communicated to customers could be determined from the attitude of the effectiveness of consumer buying behaviour, where there is a functional or cognitive strategy of the customer's emotional feelings for planning the advertising model that the company wants to communicate to attract consumer feelings by repurchasing products given the customer's actual consumption experience.

The success of advertising media communication can have a positive impact as measured by the acquisition attitude of the producer in determining the functionality or benefits of the brand to be promoted [32] Thus, customers will ensure that the role of quality, presentation and packaging of advertisements with an attitude of alignment with ads can be beneficial for customer awareness to choose the right product repurchase policy and be carried out on awareness by the product.

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Attitude in Advertisement Has Positive Effects on the Repurchase Intention of Ultramilk Products.

2.5 Celebrity Endorsement on Repurchase Intention

Repurchase of a brand that has been generated through the influence of a publicly recognized reviewer on celebrity endorser recognition in advertising media content, that celebrity endorser who advertises products promoted by a celebrity can attract consumer attention in trying to repurchase from the consumer's association of the celebrity's image with products that have been advertised [33] Celebrities must need a high reputation image to maintain their credibility in the attention of products that have been promoted so that they have an increased impression of the products they represent to the public in creating a good perception of the quality of the brand in the minds of consumers in buying the product again.

Product advertising media delivered on various devices and delivery (such as viewing, visual, and auditory) hold a most important source of information for consumers on the activities of celebrities exposed in the media on results built from repurchasing interest for customers [34] So, these findings can be determined by [35] that the delivery of celebrity endorsements for the trust of repurchase intentions by consumers has a direct influence on product image and credibility for certain products, where the results of finding celebrity endorsements can build high awareness on increased repurchase on the moderating effect of trust in the brand.

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CelebrityEndorsement has positive effects on Repurchase Intention.

3.1 Measurement

This study uses a Causal Research engineering design. The sample used to process the celebrity effect research results and repurchase is used in the questionnaire data. The questionnaire used the Likert interval technique with five levels: Disagree to Strongly Agree. The Celebrity Endorsement variable in this research is measured through three dimensions developed by [36] the Attitude Toward Brand variable is measured based on three dimensions set by [37]The Attitude Toward Advertisement variable is measured based on four dimensions developed by [38] while the Repurchase Intention measurement was designed and developed by [39] through four dimensions. The information section regarding the demographic characteristics of the respondents was collected in the form of age, gender, education, occupation, and income of the respondents.

3.2 Sampling and Data Collection

The sample collection used to be examined in the research results was used with the results of 110 questionnaires. The group sample used in the study was from various people who had purchased Ultramilk UHT milk products in the last three months and had seen or watched advertisements for Ultramilk UHT milk products over the previous three months. Sampling locations have been determined by spreading to several regions in Indonesia, which include areas in the city: Bandung, Bogor, several cities of Surabaya, Yogyakarta, Samarinda, Bali, Makassar City, and Pontianak City, through online questionnaire distribution.

3.3 Data Analysis

Achievement of the analysis results in the data collection with the research model was carried out using the structural equation modelling (SEM) technique with the AMOS 24 statistical application processing tool in analyzing and evaluating the measurement model of the research construct in the built structural model. The analysis of the model fit test will be assessed based on the similarity index parameters such as the results of the chi-square value test, the CMIN/DF test, the approach of the square root test in error from (RMSEA), the test results in residual roots (RMR), index test the best model feasibility or (GFI), the Tucker-Lewis gain index (TLI), the general fit index value (IFI), the model slenderness test index (CFI), and the normal model index of (NFI).

The results of the validity of the research parameters rely on the output of the standardized loading indicator (SLF) through the acceptance of a value greater than ≥ 0.50 [40] Meanwhile, the test value of construct reliability in research relies on the construction reliability (CR) data tabulation results and the average diversity extraction (AVE) results. Furthermore, SEM analysis is also carried out, starting with analyzing the structural model of the research hypothesis, which can be stated to be accepted or rejected. Through the results of the SEM analysis, the estimated t-score value of each coefficient will be displayed. The hypothesis can be said to have a causal relationship with the results of the t-score > t-table (1.96) at a significance level of α (or α = 0.05).

4.1 Respondent Character Category

Table 4.1 shows the display of respondents’ identity data in the research based on the data which follows the demographic characteristics of users.

Table 4.1: The Grouping of Respondents’ Character

Measurement and Structural Models

Table 4.2 shows the results of measuring the GOF, Validity and Test Reliability which are described with several types of variables.

Table 4.2: Results of Measures on some Variables and Tests

Table 4.2 shows the results of the model's overall validity and reliability test. The standardized loading factor (SLF) in all indicator variables in the full model has a value above > 0.50. In conclusion, the indicators built on the four variables are all declared valid and believed to be able to measure the complete full model construct to be built. The reliability test shows relevant results. All instruments made were declared reliable and could consistently measure the full model construct. This section is shown from the average variance extracted (AVE) value which obtains above > 0.50 points, and the construct reliability (CR) value which receives above > 0.70.

Table 4.3: The Goodness of Fit (GOF) Test Model

The results of the analysis on the goodness of fit (GOF) measurement in Table 3 obtained the acceptance of the goodness of fit model with the data showing that from the six measurements found in a good degree of fit, it can be stated that the requirements for the suitability of the model can be accepted. The value of CMIN/DF = 1.651 (≤ 3.00) and RMSEA = 0.077 (≤ 0.08) obtained a degree of fit. In addition, the NFI value = 0.911, with the results of the IFI test = 0.963 and the output TLI = 0.946, and the testing model CFI score = 0.962, which obtains a value above > 0.90 so that it can be stated that the model built is fit and acceptable.

Hypotheses Testing

The results of testing the effect of the relationship between variables in the built research construct can be determined based on the illustrative model of Figure 4.1 below.

Gambar 4.1 Full Modelling on Structural Test (Hypothesis Testing Model)

The estimation from the results of AMOS processing in Table 4 is obtained in the t-score value of the Celebrity Endorsement variable with Attitude Toward Brand and Advertisement of UHT Ultramilk products, respectively 2.284 and 6.734 with a p-value of 0.022 and 0.001 which is stated in the star symbol three which can be said to be positive and significant. However, in terms of consumer interest in repurchasing UHT Ultramilk products (Repurchase Intention), it can be stated that the Celebrity Endorsement of UHT Ultramilk products does not influence the results of the t-score, which ranges from 1.36 <1.96 (t-table). . In addition, the influence between the Attitude Toward Brand and Advertisement variables in relation to Repurchase Intention from UHT Ultramilk products has a t-score of 2.117 and 2.039. The results prove to be significant, with the p-value of each indicator showing results of 0.034 and 0.041 within the limits of the real level. (α < 0.05) through the output in Table 4.4.

Table 4.4: The Testing of the Variable Hypothesis Model

The results of the valuation of Table 4.4 in a hypothetical decision or (H1) state that Celebrity Endorsement will positively affect Ultramilk's Attitude Brand. In the first hypothesis, K-POP Girlband ITZY's Celebrity Endorsement to Attitude Toward Brand by Ultramilk has a positive and significant effect with a path coefficient of (t = 2.284, p <.022). So, the first hypothesis can be accepted in form (H2) or the second hypothesis that the K-POP Girlband ITZY Celebrity Endorsement will positively affect the Attitude Toward the Advertisement of Ultramilk UHT milk products. In the second hypothesis, the path coefficient was significant (t = 6.374, p <.001). In conclusion, it showed that the K-POP ITZY Celebrity Endorsement positively and significantly affected the Attitude Toward Advertisement of UHT Ultramilk. So the second hypothesis is accepted.

However, according to the (H3) model in the third hypothesis, the K-POP Girlband ITZY Celebrity Endorsement does not significantly impact the model on consumer activity in repurchasing Ultramilk products. In part, the third hypothesis found that K-POP ITZY's Celebrity Endorsement had no effect by not adapting from the target repurchase interest of UHT Ultramilk with a path coefficient found to be significant at (t = 1.364, p < .173), so the third hypothesis was rejected. With the (H4) decision model, which is the fourth form in the Attitude Toward Brand hypothesis, UHT Ultramilk positively affects product Repurchase Intention. In the third hypothesis, it was found that the path coefficient was significant or (t = 2.117, p <.034) as the Attitude Toward Brand Ultramilk hypothesis affected the repurchase process from customers on Ultramilk UHT milk production, so this was acceptable.

In the fifth hypothesis (H_5), Attitude Toward Advertisement of Ultramilk UHT products positively affects product Repurchase Intention. The fourth hypothesis states that Ultramilk UHT milk has a significant positive impact on Repurchase Intention with a significant path coefficient (t = 2.039, p <.041), so the fourth hypothesis is accepted.

Promotional media with the Celebrity Endorsement method can attract high returns on investment for most companies, creating the breadth of decisions made toward the target market. However, most of the businesses built by companies such as UHT dairy products Ultramilk cannot understand any influence between variations in credibility in advertising and branding with expertise in the reputation of Ultramilk companies that is proven genuine and not exaggerated [4]

The study results show that promotional media in the K-POP Celebrity Endorsement by Girlband ITZY for UHT Ultramilk products with Attitude Toward Brand and Product Advertisement have a significant and positive effect on each other. [41] revealed that K-POP Celebrity Endorsement was able to form a strong role in building the appearance of celebrity fan advertising by changing from the unique side of the product to be sold as in its variety and function to attract the attention of consumers in making repeat purchases on the brand from advertising.

Thus, Attitude Toward Brand and Advertisement as a result for companies like UHT Ultramilk in this study sample shows the need for improvement of Brand dimensions and skill strategies for advertising entrepreneurs in UHT Ultramilk product partners in their implications for advertising promotions in Celebrity Endorsement K-POP media so that applying a persuasive strategy model to K-POP celebrity fans that is not just social or entertainment value but focus on fan development to generate a desire to repurchase UHT Ultrmilk milk products endorsed by K-POP celebrities which can lead to a positive attitude of credibility company built [42]

[43] states that the influence of consumer repurchase intention of a product/service made can be determined in Celebrity Endorsement promotional media as a settlement plan that is responsive to the use of advertising media and brands that the company wants to offer to consumers which are determined from interest repurchase of the resulting product, with the development of advertising and brands displayed by Celebrity Endorsement with the use of Attitude Toward Brand and Advertisement to encourage repurchase interest for consumers indicating that a manufacturing company requires expertise in attention-grabbing advertising, with proven increased credibility by maintaining the company's reputation in the public eye [4]

6. Recommendations

The expectations for future research based on some of the results disclosed in this study are that research on repurchasing interest in a product/service on Celebrity Endorsements such as K-POP media with attitudes toward advertising and brands can be measured using indicators of variations on the cultural dimensions of advertising K-POP media with variable fans and branding culture by K-POP with celebrities.

7. Acknowledgement

The researchers express their gratitude to the Economics and Business Faculty of Tanjungpura University, Bachelor of Management Program, which has played a role in providing a forum for the development of knowledge by the authors in Merdeka Belajar Kampus Merdeka (MBKM) Management Research program. Many thanks also go to Mrs Erna and Mr Bintoro as the head of the Research MBKM program who helped during the process of this research so this activity went on time and also for a number of lecturers involved in MBKM management research. Lastly, the author would like to thank the proofreader team for feedback and corrected manuscripts.

The authors declare that they have no conflict of interest

No funding sources

The study was approved by the Universitas Tanjungpura, Indonesia.

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