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All Journal Dinasti International Journal of Education Management and Social Science
Salsabiil, Kahla'a
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Education

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The Role of Product Quality, Brand Trust, and KPOP Idol Brand Ambassador in Encouraging Purchase Loyalty Catur Widayati, C.; Salsabiil, Kahla'a; Wiyanto, Hendra; Helen Widjaja, Purnamawati; Budiono, Herlina
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 2 (2025): Dinasti International Journal of Education Management And Social Science (Decem
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i2.3592

Abstract

This study aims to examine and analyze the effects of Product Quality, Brand Trust, and K-pop Idol Brand Ambassadors on the repurchase decisions of Scarlett Whitening products among Generation Z in DKI Jakarta. The research focuses on Generation Z consumers who have purchased and used Scarlett Whitening products. A total of 200 respondents were selected using a purposive sampling method. The study employs a quantitative approach, with data collected through surveys. The data were analyzed using the Structural Equation Model (SEM) with SmartPLS software version 3.0. The findings indicate that Product Quality has a positive and significant effect on Purchase Satisfaction and Repurchase Decisions. Brand Trust has a positive but insignificant effect on Purchase Satisfaction, but it shows a positive and significant effect on Repurchase Decisions. Additionally, K-pop Idol Brand Ambassadors positively and significantly influence both Purchase Satisfaction and Repurchase Decisions.
Co-Authors Budiono, Herlina Christina Catur Widayati Helen Widjaja, Purnamawati Wiyanto, Hendra