Influence of Promotion and Product Quality on Online Repurchase Intention Mediated by Customer Satisfaction: A Study on Skintific Customers in Yogyakarta
Abstract
This study aims to determine the influence of promotion and product quality on online repurchase intention in Skintific product customer through customer satisfaction as a mediating variable in the Special Region of Yogyakarta. Data was collected using a quantitative approach using a survey method using a questionnaire distributed via Google Forms, with a total of 120 respondents of Skintific product customers in the Special Region of Yogyakarta. Data analysis was carried out using the SmartPLS 4.1 program. The results of the study show that: 1) Promotion has a positive and significant effect on Customer Satisfaction in Skintific Product Customers in the Special Region of Yogyakarta, 2) Product quality has a positive and significant effect on Customer Satisfaction in Skintific Product Customers in the Special Region of Yogyakarta, 3) Promotion has a positive and significant effect on Online repurchase intention in Skintific Product Customers in the Special Region of Yogyakarta, 4) Product quality has a positive and significant effect on Online repurchase intention on Skintific Product Customers in the Special Region of Yogyakarta, 5) Customer Satisfaction has a positive and significant effect on Online repurchase intention on Skintific Product Customers in the Special Region of Yogyakarta, 6) Promotion has a positive and significant effect on Online repurchase intention mediated by Customer Satisfaction on Skintific Product Customers in the Special Region of Yogyakarta, 7) Product quality has a positive and significant effect on Online repurchase intention mediated by Customer Satisfaction in Skintific Product Customers in the Special Region of Yogyakarta.
