ANALISA PEMBELIAN KEMBALI PRODUK SKINCARE LOKAL: PERAN DARI SIKAP, DESKRIPSI, KREDIBILITAS KEAMANAN DAN KEPERCAYAAN

Abstract

This study aims to examine the local skincare industry in Indonesia, which has grown rapidly due to increasing public awareness of skincare products on social media. The method used was a questionnaire with purposive sampling to 314 people in Batam City. The results showed that attitudes, product description specifications, brand credibility, social media influence, product safety, and trust in the seller have a significant influence on repurchase intention. Attitude, brand credibility, and product safety have a significant influence on repurchase intention, which is mediated by trust in the seller. Social media influence and product description specifications have an insignificant influence on repurchase intention. Companies need to clarify their marketing strategies by adjusting product descriptions to be more informative, increasing brand credibility, and optimizing communication on social media to be more convincing so that consumers will make repeat purchases.