Pengaruh Brand Image, Word of Mouth, Customer Satisfaction Terhadap Repurchase Intention Produk Sunscreen Moell

Salwa Nabila; Ari Anggarani Winadi Prasetyoning Tyas

doi:10.61104/jq.v4i3.6283

Authors

Salwa Nabila Universitas Esa Unggul
Ari Anggarani Winadi Prasetyoning Tyas Universitas Esa Unggul

DOI:

https://doi.org/10.61104/jq.v4i3.6283

Keywords:

Brand Image, Word of Mouth, Customer Satisfaction, Repurchase Intention, Moell Sunscreen

Abstract

Perkembangan industry perawatan kulit yang begitu cepat telah membuat persaingan antara Brand semakin sengit, sehingga perusahaan harus benar-benar paham apa saja yang bisa membuat pelanggan mau membeli ulang produk brand. Niat membeli ulang ini menjadi indikator krusial untuk menjaga kelangsungan brand, terutama pada brand Sunscreen. Studi ini ingin menyelidiki bagaimana Brand Image dan Word of Mouth memengaruhi Repurchase Intention, dengan kepuasan pelanggan sebagai penghubung di antara keduanya, khususnya untuk Sunscreen Brand Moell. Kami pakai pendekatan kuantitatif lewat metode penelitiaan eksplanatori. Data dikumpulkan dari kuisioner daring yang dibagikan ke 110 pengguna Sunscreen Moell di daerah Bekasi. Analisisnya menggunakan Partial Least Square-Structural Equation Modeling (PLSSEM) dengan bantuan software SmartPLS 4.0. Hasilnya menunjukan bahwa Brand Image dan Word of Mouth punya dampak positif ke Customer Satisfaction yang pada gilirannya juga positif terhadap Repurchase Intention. Namun, Brand Image tidak terbukti memberikan pengaruh secara signifikan terhadap Repurchase Intention, melainkan berperan secara tidak langsung melalui Customer Satisfaction sebagai mediasi. Di sisi lain, Word of Mouth berpengaruh baik secara langsung maupun secara tidak langsung ke Repurchase Intention melalui Customer Satisfaction. Temuan ini menegaskan betapa pentingnya kepuasan pelangan dalam mendorong orang untuk membeli ulang. Karena itu, perusahaan harus fokus menjaga kepuasan pelanggan dan mendorong munculnya Word of Mouth yang bagus supaya Repurchase Intention terhadap Sunscreen Moell bisa naik.

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