Pengaruh Customer Review, Brand Experience dan Customer Satisfaction terhadap Repurchase Intention pada Produk Perawatan MS. Glow di Kota Medan

Abstract

MS. Glow is oneof the skincare brands available in Medan City. Recently, there has been a decline in sales of MS. Glow skincare products, which is suspected to be due to the decreasing interest of the Medan community in repurchasing MS. Glow products. Several factors contributing to the decline in repurchase intention include weak customer reviews, poor brand experience, and declining customer satisfaction. The low repurchase intention needs to be addressed promptly given the increasingly competitive beauty industry in Indonesia. This study aims to identify and analyze the influence of customer reviews, brand experience, and customer satisfaction on repurchase intention for MS. Glow skincare products in Medan City. The population in this study comprises Medan City residents who use MS. Glow skincare products. The sampling technique used is non-probability sampling with accidental sampling. totaling 180 respondents. The data analysis method used is multiple linear regression analysis. The results of the study indicate that customer review has a positive and significant effect on repurchase intention. Brand experience has a positive and significant effect on repurchase intention. Customer satisfaction has a positive and significant effect on repurchase intention. Customer review, brand experience, and customer satisfaction collectively have a positive and significant effect on repurchase intention.