Customer Satisfaction dalam Hubungan Brand Image, E-WOM, dan Repurchase Intention Produk Skintific di Shopee
DOI:
https://doi.org/10.55732/unu.gnk.2026.08.1.9Keywords:
Brand Image, Electronic Word of Mouth (E-WOM), Customer Satisfaction, Repurchase Intention, Skintific.Abstract
Penelitian ini bertujuan menganalisis pengaruh brand image dan electronic word of mouth (E-WOM) terhadap repurchase intention melalui customer satisfaction pada konsumen produk Skintific di Shopee. Fenomena meningkatnya persaingan industri skincare mendorong perusahaan untuk memahami faktor-faktor yang dapat meningkatkan niat pembelian ulang konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner yang disebarkan kepada 131 responden yang pernah melakukan pembelian ulang produk Skintific di Shopee. Teknik analisis data menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa brand image berpengaruh terhadap repurchase intention, brand image berpengaruh terhadap customer satisfaction, E-WOM berpengaruh terhadap customer satisfaction, dan customer satisfaction berpengaruh terhadap repurchase intention. Sebaliknya, E-WOM tidak berpengaruh langsung terhadap repurchase intention. Selain itu, customer satisfaction mampu memediasi hubungan antara brand image dan repurchase intention serta hubungan antara E-WOM dan repurchase intention. Temuan ini menunjukkan bahwa kepuasan pelanggan memiliki peran penting dalam mendorong pembelian ulang produk Skintific di Shopee.
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