The Influence of Viral Marketing and Product Quality on Repurchase Intention with Customer Satisfaction as a Mediating Variable: A Case Study of Skintific
DOI:
https://doi.org/10.21111/ibmj.v8i2.15098Keywords:
Viral Marketing, Produk Quality, Repurchase Intention, Customer Satisfaction, Repurchase Intention, products SkintificAbstract
This study aims to examine the impact of viral marketing and product quality on repurchase intention with customer satisfaction as a mediating variable, through a case study on Skintific products. The methodology used is a quantitative approach, the population in this study are all consumers who have purchased skintific products whose number is unknown, the sampling technique is non-probability sampling. The number of samples in this study is 180 respondents who have used Skintific products. The findings of this study indicate that viral marketing has a positive and significant impact on repurchase intention and also on customer satisfaction. In addition, product quality also has a significant impact on repurchase intention, as well as customer satisfaction. Customer satisfaction plays a significant mediator in the relationship between viral marketing and product quality on repurchase intention. The results of this study contribute a theoretical understanding of the interaction between these variables and provide practical contributions to skintific products for companies in designing effective marketing strategies.References
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