Pengaruh Product Quality dan Customer Experience Terhadap Repurchase Intention Pada Produk Skincare Ms Glow Dengan Customer Satisfaction Sebagai Variabel Intervening

Abstract

This research aimed to examine the effect of product quality and customer experience on the repurchase intention of Ms Glow skincare products, with customer satisfaction serving as a mediating variable (Case Study on Universitas Negeri Padang Students). This study employs a causative research design. The population consists of students from Universitas Negeri Padang who have previously purchased Ms Glow skincare products. A total of 100 respondents were selected using the Chocran formula. The sampling method applied is purposive sampling. The data collected is primary data based on specific predetermined criteria. The data analysis was conducted use Structural Equation Modeling (SEM) with the help of Smart PLS version 4.0. The findings show that: 1) Product Quality has a positively and significantly influence on Repurchase Intention, 2) Customer Experience positively and significantly affects Repurchase Intention, 3) Product Quality positively and significantly affects Customer Satisfaction, 4) Customer Experience has a positive and significant impact on Customer Satisfaction, 5) Customer Satisfaction positively and significantly influence Repurchase intention, 6) Product Quality affects Repurchase Intention positively and significantly through Customer Satisfaction as a mediating variable, and 7) Customer Experience positively and significantly affects Repurchase Intention through Customer Satisfaction as a mediating variable.