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All Journal IIJSE Danadyaksa: Post Modern Economy Journal
H. Misbak
Universitas Swadaya Gunung Jati, Cirebon, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Power of Country of Origin and Brand Love: COSRX Repurchase Intention Journey Update Laelatul Badriyah; Nurisnaeni Nurisnaeni; H. Misbak; Tiara Muthiarsih
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7663

Abstract

Today’s consumer journey needs to be carefully studied by marketers, their ever-changing repeat purchasing behavior requires serious attention from various sides. The Brand they looking for base on more than “Product of View” physically. This research aims to explore the journey of consumers’ repurchase intention in Korean skincare products COSRX through the influence of country of origin and brand love. The method used is quantitative approach with multiple regression, sample is determine from non-probability sampling technique to 260 COSRX consumers of Ciayumajakuning Area – West Java – Indonesia through an online questionnaire survey. The research uses 3 classical assumption tests that are relevant to multiple regression. The results of the study indicate that the journey of consumers repurchase intention in Korean skincare products COSRX is positively and significantly powered partially and simultaneously by country of origin and brand love with a strong category contribution, with the t-table value of 1.969 and the F-table of 404.187. > 3.03. This insight usefully for retailers as well as marketers to keep detail attention of brand not only physically but emotionally.
The Influence of Brand Ambassador, Brand Image, and Brand Trust on Repurchase Intention (Study on Generation Z Consumers of Skintific Products in Cirebon) Isma Nurul Khotimah; H. Misbak
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 1 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/danadyaksa.v4i1.543

Abstract

The rapid growth of the skincare industry has intensified competition among brands, compelling companies to adopt effective marketing strategies to drive consumer repurchase intention. Skintific, as one of Indonesia's growing skincare brands, leverages brand ambassadors, builds brand image, and enhances consumer trust to maintain customer loyalty. However, the extent to which these factors influence repurchase intention among Generation Z consumers remains underexplored. This study therefore aims to analyze the influence of brand ambassador, brand image, and brand trust on repurchase intention among Generation Z consumers of Skintific skincare products in Cirebon City. A quantitative approach with explanatory research method was employed. Data were collected through an online questionnaire distributed to 100–150 respondents selected via purposive sampling. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software. Results indicate that brand ambassador, brand image, and brand trust each exert a positive and significant influence on repurchase intention, both simultaneously and partially. Among the three variables, brand ambassador demonstrates the most dominant effect. These findings suggest that an effective brand ambassador strategy, supported by a positive brand image and high consumer trust, can significantly increase the repurchase intention of Generation Z consumers toward Skintific skincare products.
Co-Authors Isma Nurul Khotimah Laelatul Badriyah Nurisnaeni Nurisnaeni Tiara Muthiarsih