The PRODUCT QUALITY ON REPURCHASE INTEREST, WHICH IS MEDIATED BY CUSTOMER SATISFACTION WITH MS GLOW SKINCARE PRODUCTS IN JAMBI CITY: Product Quality, Repurchase Interest , And Customer Satisfaction.

Levi Selvia; Syahmardi Yacob; Tona Aurora Lubis

doi:10.22437/jbsmr.v7i2.34378

Authors

Levi Selvia Universitas Jambi
Syahmardi Yacob Universitas Jambi
Tona Aurora Lubis Universitas Jambi

DOI:

https://doi.org/10.22437/jbsmr.v7i2.34378

Keywords:

Product Quality, Repurchase Interest

Abstract

This study investigates the impact of product quality on repurchase intention, with customer satisfaction acting as a mediating variable within the skincare industry. The research focuses on MS Glow skincare users in Jambi, Indonesia. Utilizing Structural Equation Modeling (SEM) with SMART PLS 3.0, data was collected through structured questionnaires distributed among the target population. The findings reveal that product quality significantly influences customer satisfaction, which, in turn, affects repurchase intention. Additionally, customer satisfaction mediates the relationship between product quality and repurchase intention, underscoring its pivotal role in consumer decision-making processes. These insights highlight the necessity for skincare companies to prioritize product quality enhancements to foster customer satisfaction and encourage repeat purchases.

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