Pengaruh Customer Satisfaction Digital Marketing dan Brand Trust Terhadap Repurchase Intention

Abstract

The diversity of basic needs is shown through facial care or skincare which is a basic need for men and women. The growth of the beauty industry is supported by the emergence of local beauty products which have an impact on the high competition in the beauty industry in Indonesia, one of which is the somethink cosmetic brand. The purpose of this research is to see whether the current use of customer satisfaction, digital marketing, and brand trust is still effective or not to increase repurchase intention for somethink cosmetic brands. This study used a quantitative method with a population of all consumers of somethink cosmetics at the Muhammadiyah University of Sidoarjo and a sample of 100 people. Data collection techniques used questionnaires via Google Form and literature review from previous research. The use of a Likert scale 1-5 as a measurement scale in this study. This research uses Smart-PLS version 4 software as a data processing tool. The results of the study show that customer satisfaction, digital marketing and brand trust have an effect on the repurchase intention of some think cosmetics consumers. Suggestions that can be given for further research are that intervening and moderating variables can be added. Population expansion and addition of research samples also need to be considered so that research can reach all regions. Future research can also consider the criteria used as a sample of respondents.