PENGARUH CITRA MEREK DAN PENGALAMAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN ULANG GENERASI Z DENGAN KEPERCAYAAN MEREK SEBAGAI VARIABEL MEDIASI
Abstract
The cosmetics industry in Indonesia has experienced significant growth in recent years, even so consumers must remain smart in choosing cosmetic products. This study aims to examine the effect of brand image and customer experience on generation Z's repurchase intention in Sumenep Regency through brand trust. This research was conducted on Pinkflash cosmetic products. This study used purposive sampling method as a sampling technique and obtained a sample size of 108 respondents. The testing technique used in this research is PLS-SEM. The results showed that brand image, customer experience, and brand trust have a direct influence on repurchase intention. Meanwhile, brand image does not influence repurchase intention through brand trust, but customer experience affects repurchase intention through brand trust.
References
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Purwanto, E., Syam AR, M. M., & Arifin, M. (2022). Pengaruh Dimensi Equitas Merek Terhadap Kepercayaan Konsumen. Jurnal Riset Manajemen Dan Bisnis, 7(2), 57–66.
Rahmanda, F., & Farida, N. (2021). Pengaruh Brand Image Dan Customer Experience Terhadap Repurchase Intention Dengan Brand Trust Sebagai Variabel Intervening Pada J.Co Donuts & Coffee Paragon Mall Dan Java Supermall Semarang. Jurnal Ilmu Administrasi Bisnis, 10(1), 866–878. https://doi.org/10.14710/jiab.2021.29862
Rahmandika, M. D., & Rohman, F. (2022). Pengalaman Pelanggan , Ulasan Pelanggan Keputusan Pembelian Ulang. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 01(1), 1–12.
Sayyida. (2023). Structural Equation Modeling (Sem) Dengan Smartpls Dalam Menyelesaiakan Permasalahan Di Bidang Ekonomi. Journal MISSY (Management and Business Strategy), 4(1), 6–13. https://doi.org/10.24929/missy.v4i1.2610
Tresna, P. W., Herawati, T., & Dai, R. M. (2021). The Influence of Customer Experience on Repurchase Intention to Shopee Application Users. Review of Integrative Business and Economics Research, 10(2), 94–102.
Wardana, W., & Dirgantara, I. M. B. (2023). Analysis of the Effect of Brand Image, Service Quality, and Perceived Risk on Repurchase Intention Through Trust Syaria as an Intervening Variable at the “Ludeabaya” Semarang Online Store. Jurnal Ilmiah Ekonomi Islam, 9(2), 2918–2928. https://doi.org/10.29040/jiei.v9i2.9910
Wardhana, A. (2022). Brand Marketing: The Art Of Branding. In A. Sudirman (Ed.), Media Sains Indonesia (Issue January). Media Sains Indonesia.
Aprilia, Y., & Andarini, S. (2023). Pengaruh Product Quality dan Brand Trust terhadap Repurchase Intention Melalui Customer Satisfaction sebagai Variabel Intervening pada Produk Kecantikan Brand Somethinc. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(6), 3193–3205. https://doi.org/10.47467/alkharaj.v5i6.3649
Aprina, N., & Hadi, E. D. (2024). Pengaruh Product Quality dan Brand Image Terhadap Repurchase Intention yang Dimediasi oleh Customer Satisfaction pada Produk Skincare Skintific di Indonesia. Jurnal Ekonomi & Ekonomi Syariah (Jesya), 7(1), 251–262. https://doi.org/10.36778/jesya.v7i1.1452
Chandra, J. R., Adiwijaya, M., & Jaolis, F. (2023). Pengaruh Customer Experiences Dan Brand Trust Terhadap Repurchase Intention Dengan Moderasi Sales Promotion Pada Spbu Shell Surabaya. Jurnal Manajemen Pemasaran, 17(1), 41–52. https://doi.org/10.9744/jmp.17.1.41-52
Febriyanti, D., Sayyida, & Alwiyah. (2024). Persepsi Kualitas Dan Citra Merek Dalam Memediasi Pengaruh E-Wom Terhadap Minat Beli. PERFORMANCE: Jurnal Bisnis & Akuntansi, 14(1), 224–240. https://doi.org/10.24929/feb.v14i1.3353
Gultom, S. G. C., Listyorini, S., & Wijayanto, A. (2024). Pengaruh Brand Image, Brand Awareness, dan Perceived Quality Terhadap Repurchase Intention Produk Makarizo (Pada Mahasiswa S1 Universitas Diponegoro Pengguna Produk Makarizo). Jurnal Ilmu Administrasi Bisnis, 13(3), 579–586.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (Eighth Edition). In Cengage Learning EMEA (8th ed., Vol. 19, Issue 3). Cengage Learning EMEA. https://doi.org/10.5117/2006.019.003.007
Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition. In Sage (Second). Sage.
Inayah, A., & Sigarlaki, F. F. (2024). The Influence Of Brand Experience, Brand Trust and Brand Image On Repurchase Intention On Nivea Suncare Products In Bandung City. COSTING: Journal of Economic, Business and Accounting, 7(5), 2091–2097.
Jumlah Penduduk Berdasarkan Jenis Kelamin. (2024). Dinas Kependudukan Dan Pencatatan Sipil Kabupaten Sumenep. https://disdukcapil.sumenepkab.go.id/storage/uploads/file/267-69dc4f8e-0b4a-440e-83d1-40aa4f1659d8.pdf
Kemenperin Pacu IKM Kosmetik Memaksimalkan Pasar yang Ekspansif. (2024). Direktorat Jenderal Industri Kecil, Menengah, Dan Aneka Kementrian Perindustrian. https://ikm.kemenperin.go.id/kemenperin-pacu-km-kosmetik-maksimalkan-pasar-yang-ekspansif
Markis, N. K. J., Ferdian, F., & Saladin, K. (2024). Pengaruh Customer Experience terhadap Repurchase Intention dengan Brand Trust sebagai Mediating Variabel di Monochrome Coffee & Kitchen Kota Padang. Jurnal Kajian Pariwisata Dan Bisnis Perhotelan, 5(1), 18–27. https://doi.org/10.24036/jkpbp.v5i1.57572
Nuhadriel, Y., Japiana, M., & Keni, K. (2021). Pentingnya Brand Communication, Brand Experience, Dan Brand Image Dalam Meningkatkan Brand Loyalty Pada Ritel Furnitur: Brand Trust Sebagai Variabel Mediasi. Jurnal Ilmiah Ekonomi Bisnis, 26(3), 264–277. https://doi.org/10.35760/eb.2021.v26i3.4075
Nurcahyani, L., & Trifiyanto, K. (2023). Pengaruh Ideal Self-Congruence dan Hedonic Value terhadap Compulsive Buying pada Pembelian Merchandise Idola K-Pop Fans BTS dengan Brand Attachment sebagai Variabel Intervening. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 5(3), 324–348. https://doi.org/10.32639/jimmba.v5i3.456
Purnapardi, M. S., & Indarwati, T. A. (2022). Pengaruh Product Quality dan Brand Image terhadap Repurchase Intention Produk Kosmetik Halal di E-Commerce. Jurnal Ilmu Manajemen, 10(1), 136–147. https://doi.org/10.26740/jim.v10n1.p136-147
Purwanto, E., Syam AR, M. M., & Arifin, M. (2022). Pengaruh Dimensi Equitas Merek Terhadap Kepercayaan Konsumen. Jurnal Riset Manajemen Dan Bisnis, 7(2), 57–66.
Rahmanda, F., & Farida, N. (2021). Pengaruh Brand Image Dan Customer Experience Terhadap Repurchase Intention Dengan Brand Trust Sebagai Variabel Intervening Pada J.Co Donuts & Coffee Paragon Mall Dan Java Supermall Semarang. Jurnal Ilmu Administrasi Bisnis, 10(1), 866–878. https://doi.org/10.14710/jiab.2021.29862
Rahmandika, M. D., & Rohman, F. (2022). Pengalaman Pelanggan , Ulasan Pelanggan Keputusan Pembelian Ulang. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 01(1), 1–12.
Sayyida. (2023). Structural Equation Modeling (Sem) Dengan Smartpls Dalam Menyelesaiakan Permasalahan Di Bidang Ekonomi. Journal MISSY (Management and Business Strategy), 4(1), 6–13. https://doi.org/10.24929/missy.v4i1.2610
Tresna, P. W., Herawati, T., & Dai, R. M. (2021). The Influence of Customer Experience on Repurchase Intention to Shopee Application Users. Review of Integrative Business and Economics Research, 10(2), 94–102.
Wardana, W., & Dirgantara, I. M. B. (2023). Analysis of the Effect of Brand Image, Service Quality, and Perceived Risk on Repurchase Intention Through Trust Syaria as an Intervening Variable at the “Ludeabaya” Semarang Online Store. Jurnal Ilmiah Ekonomi Islam, 9(2), 2918–2928. https://doi.org/10.29040/jiei.v9i2.9910
Wardhana, A. (2022). Brand Marketing: The Art Of Branding. In A. Sudirman (Ed.), Media Sains Indonesia (Issue January). Media Sains Indonesia.
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