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All Journal MANAJEMEN DEWANTARA
Sherli Afifatul Ayiyah
Universitas Islam Nahdlatul Ulama Jepara
Economics, Econometrics & Finance

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HOW SOCIAL MEDIA MARKETING ACTIVITIES DRIVE REPURCHASE INTENTION: THE ROLE OF BRAND TRUST AND BRAND ATTACHMENT Sherli Afifatul Ayiyah; Mohamad Rifqy Roosdhani
MANAJEMEN DEWANTARA Vol 10 No 2 (2026): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i2.22400

Abstract

Generation Z's skincare habits have been shaped by social media. The corporation uses social media to establish customer connections and drive repurchase. This research examines how social media marketing activity affects repurchase intention in Indonesian Gen Z via brand trust and attachment to Skintific goods. The quantitative research surveyed Skintific product buyers using questionnaires. Purposive sampling yielded 210 responses. SmartPLS 4 was used to analyze data using PLS-SEM. Social media marketing improved brand trust, attachment, and repurchase intention significantly. Brand trust and attachment both increase repurchase intention and influence the link between social media marketing activity and Gen Z consumers' repurchase intentions.
Co-Authors Mohamad Rifqy Roosdhani