PENGARUH CUSTOMER EXPERIENCE, CUSTOMER SATISFACTION, DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION SKINCARE SKINTIFIC DI E-COMMERCE SHOPEE

Ratu Rania Daramatasya, . (2025) PENGARUH CUSTOMER EXPERIENCE, CUSTOMER SATISFACTION, DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION SKINCARE SKINTIFIC DI E-COMMERCE SHOPEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the influence of customer experience, customer satisfaction, and brand image on repurchase intention of Skintific skincare products on the Shopee e-commerce platform. The study employs a quantitative approach using primary data collected through the distribution of questionnaires to consumers who have purchased and used Skintific products on Shopee. The questionnaire was designed to capture respondents’ perceptions regarding customer experience, level of satisfaction, and brand image perceived during the use of the products. The collected data were then analyzed using the Partial Least Square method with the assistance of SmartPLS software through descriptive and inferential analyses. The results of the study indicate that customer experience has a positive and significant effect on repurchase intention, suggesting that positive customer experiences can encourage consumers to make repeat purchases. Customer satisfaction is also proven to have a positive and significant effect on repurchase intention, indicating that satisfaction plays an important role in building consumer loyalty. In addition, brand image has a positive and significant effect on repurchase intention, demonstrating that a strong brand image can enhance consumer trust and increase their intention to repurchase the product. Overall, this study emphasizes the importance of managing customer experience, customer satisfaction, and brand image in enhancing repurchase intention for Skintific skincare products on the Shopee e-commerce platform.

Item Type: Thesis (Skripsi)
Additional Information: {No. Panggil: 2210111265} {Pembimbing: Risty Rahma Dafina} {Penguji 1: Princhita Nabila Maram Pahlawan} {Ketua Penguji: Maria Assumpta Wikantari}
Uncontrolled Keywords: brand image, customer experience, Customer satisfaction, repurchase intention, Skintific.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: RATU RANIA DARAMATASYA
Date Deposited: 20 Apr 2026 07:39
Last Modified: 20 Apr 2026 07:39
URI: http://repository.upnvj.ac.id/id/eprint/50052

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