Pengaruh Brand Image, Brand Awareness, dan Product Quality Terhadap Repurchase Intention Produk Skincare Skintific
DOI:
https://doi.org/10.71282/jurmie.v2i1.29Keywords:
Dampak Citra Merek, Kesadaran Merek, Kualitas Produk, Niat Beli UlangAbstract
Penelitian ini bertujuan untuk menilai dampak citra merek, kesadaran merek, dan kualitas produk terhadap niat konsumen untuk membeli ulang produk skincare Skintific. Populasi penelitian meliputi pengguna produk skincare Skintific di area Surakarta, dengan jumlah sampel sebanyak 100 responden. Metode yang digunakan dalam penelitian ini adalah kuantitatif. Pengumpulan data dilakukan melalui distribusi kuesioner daring menggunakan Google Form. Proses analisis data dilakukan dengan program SmartPLS 3.0. Pengujian hipotesis menggunakan pendekatan Partial Least Square (PLS) melalui dua tahapan, yakni evaluasi model luar dan model dalam. Hasil analisis mengungkapkan bahwa citra merek, kesadaran merek, dan kualitas produk memiliki pengaruh positif dan signifikan terhadap niat beli ulang produk skincare Skintific.
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