Pengaruh E-Wom, Social Media Interactivity, dan Brand trust, Terhadap Customer satisfaction serta Repurchase intention Produk Skincare Lokal
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Abstract
Kesadaran masyarakat Indonesia terhadap perawatan kulit meningkat seiring perkembangan teknologi, mendorong pertumbuhan merek skincare lokal seperti Emina. Merek-merek ini mampu bersaing melalui inovasi, layanan berkualitas, dan pemasaran digital. Penelitian ini bertujuan menganalisis pengaruh Electronic Word of Mouth, Social Media Interactivity, dan Brand Trust terhadap Customer Satisfaction, serta dampaknya terhadap Repurchase Intention pada konsumen skincare lokal di Jakarta. Pendekatan kuantitatif digunakan dengan penyebaran kuesioner online kepada 115 responden wanita yang merupakan pengguna skincare emina. Teknik sampling yang digunakan adalah purposive sampling. Data dianalisis menggunakan SEM-PLS dengan uji validitas dan reliabilitas. Hasil menunjukkan mayoritas responden adalah mahasiswa usia 17–22 tahun yang rutin menggunakan skincare, mencerminkan dominasi Gen Z dalam pasar ini. Temuan membuktikan bahwa Electronic Word of Mouth, Social Media Interactivity, dan Brand Trust berpengaruh positif terhadap Customer Satisfaction, yang selanjutnya memengaruhi Repurchase Intention. Penelitian ini memberikan kontribusi bagi strategi pemasaran digital brand lokal. Namun, keterbatasan wilayah dan usia responden menjadi hambatan generalisasi. Penelitian selanjutnya disarankan memperluas cakupan demografis dan mempertimbangkan variabel lain seperti harga, pengalaman merek, dan kenyamanan digital untuk hasil yang lebih komprehensif.
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