| dc.description.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 | en_US |
