Analisis Pengaruh Kepuasan dan Brand Trust terhadap Minat Beli Ulang Produk Emina Cosmetic (Studi Pada Konsumen Emina Kosmetik di Kota Medan)

Abstract

Cosmetic products are products that have a lot of potential in Indonesia. This is very evident from product registration through BPOM, which we know that cosmetic commodities have the highest percentage, namely 55.27% or around 401,587 products registered at BPOM registration, different from other commodities such as food, medicines, traditional medicines and supplements. food. Even sales of cosmetic products continue to increase from year to year. This study aims to analyze how the effect of consumer satisfaction and brand trust on the intention to repurchase Emina Cosmetics products in Medan City. The influence between consumer satisfaction and brand trust will be analyzed partially and simultaneously on repurchase intention. The form of research used for this research is quantitative with an associative approach. Sampling was carried out through a purposive sampling technique and used 50 respondents as a sample. The primary data used in this study were obtained by distributing questionnaires through the Google form while the secondary data was obtained through library research. The data analysis method used is validity test, reliability test, classic assumption test, multiple linear regression analysis, and hypothesis testing. The results of the research conducted show that the variable consumer satisfaction (X1) has a significant effect on repurchase intention, and brand trust (X2) has a significant effect on repurchase intention. The variables of consumer satisfaction and brand trust simultaneously influence repurchase intention (Y). the determination coefficient test shows that there is a very close relationship between consumer satisfaction and brand trust, towards repurchase intention with an R value of 0.864 where this coefficient value indicates a fairly close relationship between Consumer Satisfaction and Brand Trust on Repurchase Intention because if the R value the closer to one, the better the model is used. The Adjusted R Square value or the coefficient of determination value above shows that the Consumer Satisfaction and Brand Trust variables can explain the Repurchase Interest variable of 73.6%, while the remaining 26.4% is influenced by other factors