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All Journal Jurnal Manajemen Bisnis JAM : Jurnal Aplikasi Manajemen JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Jurnal Sinar Manajemen Jurnal Ekonomi dan Bisnis International Journal of Social Science and Business Jurnal MEBIS (Manajemen dan Bisnis) JIIP (Jurnal Ilmiah Ilmu Pendidikan) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Akuntansi Bisnis & Manajemen (ABM) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) AKM: Aksi Kepada Masyarakat Jurnal Kolaboratif Sains International Journal of Economics (IJEC) Jurnal Riset dan Inovasi Manajemen Sasambo: Jurnal Abdimas (Journal of Community Service) Arunika: Jurnal Pengabdian Masyarakat
Setiawan Mandala Putra
Management Department, Faculty Of Business And Economics, Tadulako University
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THE INFLUENCE OF BRAND AWARENESS AND PRODUCT QUALITY ON REPURCHASE INTENTION OF MS GLOW SKINCARE PRODUCTS : MEDIATED BY BRAND TRUST Alya Nurkhaliza; Syamsul Bachri; Elimawaty Rombe; Setiawan Mandala Putra
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 3 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

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Abstract

This study aims to analyze the influence of brand awareness and product quality on repurchase intention of MS Glow skincare products with brand trust as a mediating variable. This study used a quantitative approach with a survey method of 120 students of the Faculty of Economics and Business, Tadulako University who have used MS Glow products. Sampling was carried out using a purposive sampling technique. Data analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SmartPLS application. The results of the study indicate that brand awareness and product quality have a positive and significant effect on repurchase intention. In addition, brand awareness and product quality also have a positive and significant effect on brand trust. However, brand trust does not have a significant effect on repurchase intention and is unable to mediate the influence of brand awareness and product quality on repurchase intention. This study provides theoretical contributions to marketing studies as well as practical implications for companies in formulating marketing strategies that focus on strengthening brand awareness and improving product quality.
Co-Authors Adfiyani Fadjar Afrizun Afrizun Alya Nurkhaliza Arung Gihna Mayapada Auriza, Moh. Zeylo Burhanuddin Burhanuddin Darman Darman Elimawaty Rombe Erwan Sastrawan Farid Farid, Farid Fitriah Dwi Susilowati Hak, Nasrul Harnida Wahyuni Adda Iin Irawati IRA NURIYA SANTI Kasih, Ulfa Cahyaning Mande, Henni Maskuri Sutomo Mohammad Ega Nugraha Mohammad Zeylo Auriza Muhammad Rahul Muhammad Riswandi Palawa Mutmainah Mutmainah Ni Luh Dinda Novyanti Ni Luh Dinda Novyanti Ni Nyoman Lilik Nini Andriani Nirwan Nirwan Nurcaya Zahra Nurhidayah Layoo Putra, Furqhan Chaesar Mandala Sarifuddin T. Sony Kusumasondjaja Syamsul Bachri Syamsul Bachri Umar Umar Umar Zakiyah Zahara