PENGARUH PERCEIVED QUALITY, BRAND TRUST, DAN CUSTOMER EXPERIENCE TERHADAP REPURCHASE INTENTION PADA PRODUK SCARLETT DI DKI JAKARTA

DARRYL SAGARA, . (2026) PENGARUH PERCEIVED QUALITY, BRAND TRUST, DAN CUSTOMER EXPERIENCE TERHADAP REPURCHASE INTENTION PADA PRODUK SCARLETT DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Quality, Brand Trust, dan Customer Experience terhadap Repurchase Intention pada konsumen produk skincare Scarlett di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada responden yang memenuhi kriteria penelitian. Sampel penelitian terdiri atas 155 responden Generasi Z berusia 18–29 tahun yang pernah menggunakan atau membeli produk Scarlett di wilayah Jakarta. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan metode purposive sampling. Data penelitian dianalisis menggunakan aplikasi Statistical Package for the Social Sciences (SPSS), melalui analisis statistik deskriptif, uji asumsi klasik, analisis regresi linear berganda, dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa Perceived Quality berpengaruh positif dan signifikan terhadap Repurchase Intention, Brand Trust berpengaruh positif dan signifikan terhadap Repurchase Intention, serta Customer Experience berpengaruh positif dan signifikan terhadap Repurchase Intention. Secara simultan, Perceived Quality, Brand Trust, dan Customer Experience juga berpengaruh positif dan signifikan terhadap Repurchase Intention. Ketiga variabel tersebut mampu menjelaskan 58,1% variasi Repurchase Intention, sedangkan 41,9% lainnya dijelaskan oleh faktor lain di luar model penelitian. Hasil penelitian ini menunjukkan bahwa persepsi konsumen terhadap kualitas produk, kepercayaan terhadap merek, dan pengalaman yang diperoleh selama berinteraksi dengan produk merupakan aspek yang penting dalam membentuk niat konsumen untuk melakukan pembelian ulang produk Scarlett. **** This study aims to analyze the influence of Perceived Quality, Brand Trust, and Customer Experience on Repurchase Intention among consumers of Scarlett skincare products in Jakarta. This study employed a quantitative approach using a survey method through the distribution of questionnaires to respondents who met the research criteria. The sample consisted of 155 Generation Z respondents aged 18–29 years who had used or purchased Scarlett products in Jakarta. The sampling technique used was non-probability sampling with a purposive sampling method. The data were analyzed using the Statistical Package for the Social Sciences (SPSS), including descriptive statistical analysis, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results showed that Perceived Quality had a positive and significant effect on Repurchase Intention, Brand Trust had a positive and significant effect on Repurchase Intention, and Customer Experience had a positive and significant effect on Repurchase Intention. Simultaneously, Perceived Quality, Brand Trust, and Customer Experience also had a positive and significant effect on Repurchase Intention. The three variables explained 58.1% of the variation in Repurchase Intention, while the remaining 41.9% was explained by other factors outside the research model. These findings indicate that consumers’ perceptions of product quality, trust in the brand, and experiences gained through interactions with the product are important aspects in shaping consumers’ intention to repurchase Scarlett products.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah Fidhyallah, S.Pd., M.Pd.; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Darryl Sagara .
Date Deposited:	18 Aug 2026 04:10
Last Modified:	18 Aug 2026 04:10
URI:	http://repository.unj.ac.id/id/eprint/71651

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