Pengaruh Product Quality dan Brand Image terhadap Repurchase Intention Produk Kosmetik Halal di E-Commerce

Abstract

The cosmetic industry is a potential market for companies. Ease of access to shopping using e-commerce makes competition between companies more competitive. The company tries to retain customers by improving product quality and brand image so that consumers choose to repurchase the product. This study seeks to determine whether product quality and brand image affect the repurchase of Wardah products at Shopee e-commerce. This type of research is quantitative research using the judgmental sampling method. The number of samples used was 200 respondents with data collection through an online questionnaire. The data analysis technique used multiple linear regression. This study found that product quality and brand image positively and significantly affect repurchase intention. Based on this research, cosmetic companies can improve product quality on various lipsticks and packaging designs that are easier and more comfortable. In addition, cosmetic companies must maintain their brand image as reputable and well-known brands to increase consumer intentions to repurchase and retain customers on halal cosmetic products.