<![CDATA[ABSTRACT Repurchase interest is a key indicator of consumer loyalty in the cosmetics industry, especially in Kimia Farma pharmacies serving diverse customer segments across Java, Bali, and Nusa Tenggara. This study aims to analyze the influence of service quality, product quality, price, brand image, and word of mouth on repurchase interest, and to assess regional differences. A quantitative approach using Partial Least Squares (PLS) was applied to 192 respondents. The results indicate that among the five independent variables, only brand image (coefficient = 0.321; p-value = 0.000) and word of mouth (coefficient = 0.158; p-value = 0.020) significantly influence repurchase interest. Service quality, product quality, and price did not show statistically significant effects, despite positive directional influence. Regionally, brand image had the strongest impact in Bali and Nusa Tenggara, while word of mouth was most influential in Java. These findings suggest that emotional and social factors play a more critical role in shaping consumer loyalty than technical factors. Therefore, marketing strategies focusing on strengthening brand image and consumer-to-consumer communication are recommended to boost repurchase rates at Kimia Farma pharmacies. Keywords: Repurchase Interest, Brand Image, Word Of Mouth, Cosmetics, Kimia Farma. ABSTRAK Minat beli ulang merupakan indikator utama loyalitas konsumen dalam industri kosmetik, terutama di apotek Kimia Farma yang melayani konsumen dengan karakteristik berbeda di wilayah Pulau Bali, Jawa dan Kepulauan Nusa Tenggara. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan, kualitas produk, harga, citra merek, dan word of mouth terhadap repurchase interest produk kosmetik, serta mengevaluasi perbedaan pengaruh antarwilayah. Penelitian menggunakan pendekatan kuantitatif dengan metode Partial Least Squares (PLS) terhadap 192 responden. Hasil analisis menunjukkan bahwa dari lima variabel yang diuji, hanya citra merek (koefisien = 0,321; p-value = 0,000) dan word of mouth (koefisien = 0,158; p-value = 0,020) yang berpengaruh signifikan terhadap repurchase interest. Variabel kualitas layanan, kualitas produk, dan harga tidak berpengaruh signifikan meskipun menunjukkan arah positif. Secara wilayah, citra merek dominan di Bali dan Nusa Tenggara, sedangkan word of mouthpaling berpengaruh di Jawa. Temuan ini menunjukkan bahwa faktor emosional dan sosial lebih berperan dalam membentuk loyalitas konsumen dibanding faktor teknis. Oleh karena itu, strategi pemasaran yang menekankan pada penguatan citra merek dan komunikasi antar konsumen sangat disarankan untuk meningkatkan pembelian ulang di Kimia Farma Apotek. Kata Kunci: Minat Beli Ulang, Citra Merek, Word Of Mouth, Kosmetik, Kimia Farma.]]>
