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All Journal Mabsya: Jurnal Manajemen Bisnis Syariah
Lis Tatin Hernidatiatin
Department of Management, Faculty of Economics and Business, Universitas Swadaya Gunung Jati Cirebon, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Influence of Green Customers and Content Marketing on Gen Z’s Repurchase Intention for Skintific on TikTok Shop Fifi Firdayanti; Lis Tatin Hernidatiatin
Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 8 No. 2 (2026): Mabsya: Jurnal Manajemen Bisnis Syariah (on Progress)
Publisher : Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/v0az5j94

Abstract

Indonesia's cosmetics sector experienced intense competition in 2025. Despite a remarkable turnover surge, Skintific faced a paradoxical competitiveness decline, signaling weakening retention. This study addresses the research gap concerning post-purchase loyalty among Gen Z by analyzing how Green Customer psychology and Content Marketing drive Repurchase Intention within TikTok Shop. A quantitative, associative design was employed. Data were collected from 150 active Gen Z TikTok Shop users with at least two prior Skintific purchases. The proposed relationships were tested using PLS-SEM. Findings indicate the model explains 61.0% of repurchase intention variance (R² = 0.610). Partially, Green Customer behavior (β = 0.329; p < 0.05) and Content Marketing (β = 0.537; p < 0.05) each exert positive, significant effects. Notably, Content Marketing shows larger practical impact (f² = 0.467) than Green Customers (f² = 0.175). These results confirm that Gen Z's loyalty hinges not only on product sustainability but significantly on interactive, credible digital narratives. Practically, brand management should integrate eco-friendly education into creative content strategies to reduce churn and maintain sustained competitiveness amid dynamic digital trends. 
Co-Authors Fifi Firdayanti