Morita Ramby, . (2025) PENGARUH PERSEPSI KUALITAS, CITRA MEREK, DAN PEMASARAN MEDIA SOSIAL TERHADAP MINAT BELI ULANG. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The increasingly competitive cosmetics industry requires companies to understand the factors that influence consumers’ repurchase intention. Wardah, as a leading beauty brand in Indonesia, has experienced a decline in several product subcategories, making it necessary to examine the variables that affect consumers’ repurchase decisions. This study aims to identify, verify, and analyze the influence of perceived quality, brand image, and social media marketing on repurchase intention toward Wardah products. The research involved 220 respondents aged ≥17 years who reside in the Administrative City of Jakarta and have repurchased Wardah products, selected using a purposive sampling technique. Data were analyzed using Partial Least Square Structural Equation Modelling (PLS-SEM) with SmartPLS 4.0. The findings indicate that perceived quality has a significant positive effect on repurchase intention, and brand image also shows a significant positive influence. However, social media marketing does not significantly affect repurchase intention. These results emphasize that perceived product quality and a strong brand image play a crucial role in encouraging consumers to repurchase, while digital marketing activities are not sufficiently influential in shaping repurchase decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111047] [Pembimbing: Miguna Astuti] [Penguji 1: Princhita Nabila Maram Pahlawan] [Ketua Penguji: Guntur Syahputra Saragih] |
| Uncontrolled Keywords: | Perceived Quality, Brand Image, Social Media Marketing, Repurchase Intention |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | MORITA RAMBY |
| Date Deposited: | 21 Jan 2026 07:39 |
| Last Modified: | 26 Mar 2026 07:17 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41200 |
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