Pengaruh Konten Media Sosial dan Kepuasan Pelanggan terhadap Niat Beli Ulang yang Dimoderasi oleh Keterlibatan Produk
(Studi pada pelanggan merek parfum SAFF & Co)
DOI:
https://doi.org/10.58192/wawasan.v3i4.5037Keywords:
Customer Satisfaction, Moderated Regression Analysis, Product Involvement, Repurchase Intention, Social Media ContentAbstract
The rapid development of the beauty industry has driven an increased demand for perfumes. Perfume is no longer merely a body fragrance but has evolved into a vital aspect of personal appearance, identity, and lifestyle. This shift has triggered competitive rivalry among local perfume brands, including SAFF & Co. High social media interaction alone does not guarantee repeat purchases without accompanying customer satisfaction. This study aims to examine the effect of social media content and customer satisfaction on repurchase intention, and evaluates product involvement as a moderating variable. This quantitative causal-associative research utilized primary data from questionnaires. Using purposive sampling, 105 respondents were selected, specifically Instagram users who follow and use SAFF & Co. products. Data analysis was conducted utilizing Moderated Regression Analysis (MRA). The results indicate that social media content, customer satisfaction, and product involvement have a direct, positive, and significant effect on repurchase intention. However, product involvement does not moderate the effect of social media content or customer satisfaction on repurchase intention. Implicatively, consumers perceive SAFF & Co. as an affordable luxury product; therefore, repurchase decisions are primarily driven by direct satisfaction and visually appealing promotional content, without requiring in-depth consideration of functional risks.
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