PENGARUH BRAND EXPERIENCE, BRAND TRUST, LIFESTYLE, DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP REPURCHASE INTENTION PADA PRODUK SKINTIFIC DI SHOPEE

ARISTA ZIFANIE AZIZ, . (2025) PENGARUH BRAND EXPERIENCE, BRAND TRUST, LIFESTYLE, DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP REPURCHASE INTENTION PADA PRODUK SKINTIFIC DI SHOPEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis Pengaruh Brand experience, Brand trust, Lifestyle dan Electronic Word of Mouth (EWOM) terhadap Repurchase Intention pada produk Skintific di Shopee. Latar belakang penelitian ini dilandasi oleh fenomena peningkatan penggunaan marketplace untuk pembelian produk kecantikan, serta fluktuasi penjualan Skintific yang menjadi perhatian di tengah persaingan industri kecantikan online. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner yang disebarkan kepada konsumen Skintific di wilayah JABODETABEK. Teknik analisis data menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Brand trust, Lifestyle, dan EWOM berpengaruh signifikan terhadap Repurchase Intention, sementara Brand experience tidak memiliki pengaruh signifikan. Penelitian ini memberikan kontribusi teoritis dalam pengembangan literatur mengenai perilaku konsumen di e-commerce dan secara praktis memberikan implikasi bagi strategi pemasaran Skintific untuk meningkatkan loyalitas pelanggan melalui faktor kepercayaan, lifestyle, dan ulasan daring. Kata kunci: Brand experience, Brand trust, Lifestyle, Electronic Word of Mouth, Repurchase Intention, Skintific, Shopee. ***** This study aims to analyze the effect of Brand experience, Brand trust, Lifestyle, and Electronic Word of Mouth (EWOM) on Repurchase Intention of Skintific products on Shopee. The background of this research is driven by the growing trend of using online marketplaces for beauty product purchases and the fluctuating sales of Skintific amid intense competition in the online beauty industry. This study uses a quantitative approach with survey methods through questionnaires distributed to Skintific consumers in the JABODETABEK area. The data were analyzed using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique. The results show that Brand trust, Lifestyle, and EWOM significantly influence Repurchase Intention, while Brand experience does not have a significant effect. This research contributes theoretically to the literature on consumer behavior in e commerce and provides practical implications for Skintific's marketing strategies to enhance customer loyalty through trust, lifestyle alignment, and online reviews. Keywords: Brand experience, Brand trust, Lifestyle, Electronic Word of Mouth, Repurchase Intention, Skintific, Shopee.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Hania Aminah, S.Pd., M.M., Ph.D ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Bisnis Digital
Depositing User:	ARISTA ZIFANIE AZIZ .
Date Deposited:	28 Aug 2025 03:04
Last Modified:	28 Aug 2025 03:04
URI:	http://repository.unj.ac.id/id/eprint/60325

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