PENGARUH BRAND IMAGE, FOMO, DAN PRODUCT QUALITY TERHADAP REPURCHASE INTENTION PRODUK SKINCARE SCARLETT WHITENING
DOI:
https://doi.org/10.29407/7bhzf121Keywords:
Brand Image, FOMO, Product Quality, Repurchase IntentionAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image, FOMO, dan Product Quality terhadap Repurchase Intention produk skincare Scarlett Whitening pada mahasiswa Universitas Nusantara PGRI Kediri. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada 100 responden yang pernah menggunakan produk Scarlett Whitening. Teknik analisis yang digunakan adalah regresi linier berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa Brand Image,FOMO, dan Product Quality secara parsial maupun simultan berpengaruh positif dan signifikan terhadap Repurchase Intention. Temuan ini mengindikasikan bahwa semakin baik citra merek, semakin tinggi tingkat FOMO, dan semakin baik kualitas produk yang dirasakan konsumen, maka semakin tinggi pula keinginan konsumen untuk melakukan pembelian ulang. Kebaruan penelitian ini terletak pada pengujian simultan ketiga variabel tersebut pada produk skincare Scarlett Whitening dengan objek penelitian mahasiswa Universitas Nusantara PGRI Kediri.
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