The Effect of Product Quality and Brand Image on Repurchase of Sunscreen Facetology Products with Customer Satisfaction as a Mediating Variable

Dila Rahmadhani; Intan Tri Annisa; Siti Marhamah

doi:10.58777/mcb.v1i2.491

Authors

Dila Rahmadhani Faculty of Economics and Business, YARSI University, Jakarta
Intan Tri Annisa Faculty of Economics and Business, YARSI University, Jakarta
Siti Marhamah Faculty of Economics and Business, YARSI University, Jakarta

DOI:

https://doi.org/10.58777/mcb.v1i2.491

Keywords:

Product Quality, Brand Image, ImageCustomer Satisfaction, Repurchase

Abstract

This study analyzes the effects of product quality and brand image on repurchase intention for Facetology sunscreen products, with customer satisfaction as a mediating variable. Using a quantitative approach, data were collected through questionnaires from 200 Facetology sunscreen consumers in DKI Jakarta. Respondents were selected using nonprobability sampling. The analysis included descriptive statistics, validity and reliability tests, coefficient of determination, predictive relevance, goodness-of-fit assessment, and hypothesis testing. The findings indicate that product quality and brand image each have positive and significant effects on repurchase intention. Both variables also positively and significantly affect customer satisfaction. Customer satisfaction, in turn, has a positive and significant effect on repurchase intention. Furthermore, customer satisfaction mediates the relationship between product quality and repurchase intention and between brand image and repurchase intention. Overall, product quality and brand image contribute positively to repurchase intention through customer satisfaction. These findings align with Islamic principles because Facetology sunscreen offers good quality, avoids environmentally harmful and prohibited substances, and conducts branding and sales with honesty, trustworthiness, intelligence, and responsibility. Thus, the company’s business practices reflect ethical values that support customer satisfaction and sustainable repurchase behavior among consumers in Jakarta locally.

References

Achmad. C, Santi. R. S. (2021, July). Relationship Model of Brand Image and Repurchase Intention: The Role of Customer Satisfaction and Customer Loyalty. Oikonomia: Journal of Management, Volume 17 No.2.

Adisty, N. (2022, May 15). Retrieved from GoodStats: https://goodstats.id/article/menilik- meningkatnya-konsumsi-produk-kecantikan-di-indonesia-LcQed.

Aditya, R. E. (2022). The Effect of Price Perception, Product Quality, Brand Image on Purchasing Decisions for Azarine Sunscreen in Yogyakarta. Yogyakarta: Duta Wacana Christian University.

Algaali. M, Dharmayanti. D, Setyadi. Y. (2023). The Effect of Price, Location and Service Quality on Repurchase Interest and Repurchase Intention. Journal Economics and Business, Volume 13.

Amir Amri. (2015). Islamic Economics and Finance.

Andi. F. N, Abdul. S, Sujatmiko. (2024, January). The Effect of Content Marketing and Social Media on Repurchase Interest Through Purchasing Decisions at Bekind.Id. Journal of Nitro Financial Banking Management (JMPKN), Vol. 7 No.1.

Aulia. O, Ugy. S. (2024). The Influence of Brand Image, Price Perception, and Product Quality on Customer Satisfaction of Teabag Poci in Mojokerto. Journal of Economics, Finance and Sharia Business, Volume 6 No. 3.

Ayu. S. A, Dimas. A, Pratama. A. E, Yahya. M. I. (2023). Analysis of the Effect of Promotion and Service Quality on Mixue Repeat Purchasing Decisions in Surabaya. Journal of Management and Social Sciences, Volume 1 (3), 27 - 31.

Benedicta. T, Jovita. I. L, Adriana. A, Fransisca. A. (2024, April). The Effect of Product Quality and Service Quality on Consumer Satisfaction and Repurchase Interest at Wi Drive Thru Gelato Surabaya. Journal of Marketing Management, Volume 18 Number 1.

Clarisa. S, Taufan. U, Retno. S. (2022). The Effect of Customer Satisfaction on Repurchase Interest in Somethinc Products. Journal of Human Resource Management, Administration and Public Services, Volume IX Number 4.

Cut. N. TR, Mukhlis. Y, Syafruddin. C. (2022, June). The Effect of Content Marketing and Social Media Influencers on Customer Satisfaction and Their Impact on Online Repurchase Intention.

During The Covid - 19 Pandemic. International Journal of Sclentific and Management Research, Volume 5 (Issue 6), 156 - 168.

David L. M, Del I. H, Susan. B. K. (2020). Cunsumer Behavior Building Marketing Strategy.

Dennisa. F. R, Aisyah. R, Annisa. A, Ramayani. Y. (2024, January). The Effect of Content Marketing and Purchase Intention on Shopee Customers in Garut Regency. Analysis: Accounting, Management, Economics, and Business, Vol.2 No. 1.

Dewi. S. C, Endah. P.A, Mahendra. G. P. (2024, March). The Effect of Brand Image and Product Quality on Repurchase Interest with Customer Satisfaction as an Intervening Variable (Case Study of Samsung Smart TV Consumers). Journal of Volatility, Volume 6, 147 - 163.

Dita. R, Marjam. D. R, Sumaryanto. (2020, March 1). The Effect of Store Atmosphere and Product Quality on Repurchase Intention with Consumer Satisfaction as a Mediating Variable. Journal of Economics and Entrepreneurship, Volume 20. No. 1.

Fauan. O. F, Wuryaningsih. D. L. (2023, August). The Effect of Marketing Mix and Brand Image on Repurchase Intention with Customer Satisfaction as an Intervening Variable (Case Study on Consumers of Gacoan Noodle Products in Surakarta City). Scientific Journal of Wahana Pendidikan, Volume 9 No. 16, 263-275.

Feny, W. R. (2022). The Effect of Celebrity Endorser, Brand Image and Brand Trust on Purchase Intention. SEIKO: Journal of Management & Business.

Ganung. P, Irmawati. (2024). The Effect of Product Quality and Price on Repurchase Intention with Customer Satisfaction as an Intervening Variable for Converse Product Customers. Dewantara Management Journal, Vol 8 No 1, 184-205.

Herli. M, Mohamad. R, Setyo. F. W. (2024, January). The Influence of Live Streaming, E- Promotions and Content Marketing on Repurchase Intention with Customer Statisfaction as an Intervening Variable (Case Study on Local Brand Jiniso). International Journal of Economics, Management and Accounting, Volume 8, 607-620.

Irtanti, E. W. (2019). The Effect of Product Quality, Brand Image, and Brand Trust on Consumer Purchase Intention. Journal of Business and Management Inspiration, Vol 3, (1), 53-62.

Kadek. S. N. F, I Ketut. N. (2020, April). The Effect of Brand Image and Perceived Quality on Repurchase Intention with Customer Satisfaction as an Intervening Variable at Coffee Shop "Coffee Character" Denpasar. Widyacakra Scientific Magazine, Volume 1 No. 1.

Kayawati. L, Kurnia. E. (2021, September). Building a Brand Image in accordance with the Sharia Concept. Economic and Business Management International Journal, Vol 3, No. 3.

Kelvin. l, Theresia. P, Yunus. H. (2024). Analysis of the Effect of Product Quality and Service Quality on Customer Repurchase Decisions for Dummy Cake Products Through Satisfaction with United Foam (Case Studies Transacting on Tokopedia). Costing: Journal of Economic, Business and Accounting, Volume 7 Number 3.

Khoiril. W, Budi. W, M. Khoirul. ABS. (2023). The Effect of Product Quality on Repurchase Interest with Customer Satisfaction as a Mediating Variable (Study at Tacibay Dinoyo Restaurant in Malang City). e- Journal of Management Research, Vol. 13 No. 01.

Lavenia. P. M, Tri. K. (2020). The Effect of Product Quality and Advertising on Repurchase Interest in Rejoice Shampoo. Vol. 3 No. 3, 400-409.

M. Muflih. P, Sutrisno. W. (2023, December). Analysis of the Effect of Brand Image, Product Quality and Price Perception on Consumer Satisfaction and Repurchase Interest. Journal of Dynamic Management, Vol. 1 No. 2.

Muhammad. F, Rini. R. K, Dadang. K. (2021, August). The Effect of Product Quality on Repurchase Interest Through Customer Satisfaction. JIAGABI, Volume 10 No. 2.

Muhammad. I. Z, Edi. H. (2023, April). Price Promotion, Food Quality, Brand Image, Perceived Value, Service Quality Affect Word Of Mouth and Repurchase Intention Mediated by Customer Satisfaction Brand ''Chatime'' Age 18-24 Years in Bekasi. Journal of Management Economics and Business, Volume 24 Number 1.

Muhammad. M, Ahmad. M, Muchsin. S. S. (2022, October). The Effect of Product Quality, Electronic Word Of Mouth and Brand Image on Repurchase Intention at Coffee-TO-Go Shops with Consumer Satisfaction as an Intervening Variable. Syntax Literate: Indonesian Scientific Journal, Vol. 7 No. 10.

Mustika. D. R, Dominica. A. W. (2022). Path Analysis Determining the Impact of Content Marketing on Customer Engagement on Repurchase Intention. Journal of Entrepreneurship, Management, and Industry (JEMI), Volume 05 No. 04.

Natasya. P. T, W. S. (2021). The Effect of Product Quality on Customer Satisfaction at CV. DEFMEL Leilem. Productivity, Vol. 2 No.4.

Nitasri. M. G, Endang. S. R, Parapat. G. (2020). The Effect of Brand Image and Product Quality On Re-purchase Intention With Customer Satisfaction As Intervening Variables In Consumer of Skincare Oirflame Users- A Study On Students of North Sumatra University, Faculty o f Economics and Business. European Journal of Management and Marketing Studies, Volume 5 (Issue 1), 40-57.

Nyarmiati, Sri. R. T. A. (2021). Analysis of the Effect of Service Quality, Product Quality, Brand Image and Perceived Value on Repurchase Interest with Customer Satisfaction as an Intervening Variable. Diponegoro Journal of Management, Volume 10, Number 2.

Nyoman. M. N, Luh. W. S, Telagawathi. N. (2023). The Effect of Brand Image and Product Quality on Repurchase Interest in MS Products. Glow Products in Singaraja. Journal of Management and Business, Volume 5 Number 1.

Okta. A. S. M, Hasnah. R. (2023). The Effect of Discounts, Product Quality, and Brand Image on Repurchase Interest with Customer Satisfaction as an Intervening Variable at Matahari Department Store Yogyakarta. Journal of Business and Halal Industry, Volume 1 Number 2, 1-10.

Pasaribu. R, Naiboho. S. (2024). Price, Product Quality, and Promotion are Associated with Sampoerna Cigarette User Satisfaction in Jakarta. Volume 6 No 2.

Rahmi. Y, Setyo. P. (2022, April). The Effect of Product Quality and Green Marketing on Repurchase and Consumer Satisfaction as Intervening Variables on Skincare Products in Semarang City. Journal of Economics and Banking, Volume 4 Number 1.

Rokhman, F, U. (2020). The Effect of Price, Promotion, and Brand Image on Purchasing Decisions for Emina Blush Products in Yogyakarta. Cakrawangsa Bisnis, 213-234.

S, R. (2022). The Effect of Content Marketing and Customer Experience on Repurchase Intention Through Customer Satisfacetion as Intervening (Study on Tokopedia.

Satrio. P. A, Achmad. F. (2024, January). The Influence of Price Perception, Promotion, Product Perception and Brand Image on Repurchase Intention of Krisbow Products through Customer Satisfaction as a Mediation Variable. International Journal of Innovative Science and Research Technology, Volume 9 (Issue 1).

Siti. N, Corry. Y, Terrylina. A. M. (2022). The Effect of Brand Image and Service Quality on Customer Repurchase Intention Through Customer Satisfaction as a Mediating Variable: Case in Logistics Services. Journal of Business, Management and Finance,