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All Journal INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Ni Made Rastini
Management, Faculty of Economics and Business, Udayana University
Religion Humanities Economics, Econometrics & Finance Social Sciences

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THE INFLUENCE OF CUSTOMER SATISFACTION, BRAND IMAGE, AND SOCIAL MEDIA MARKETING ON REPURCHASE INTENTION(A STUDY OF SOMETHINC COSMETIC PRODUCT CONSUMERS IN DENPASAR CITY) Aulia Goldy Siregar; Ni Made Rastini
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 9 (2025): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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Abstract

The high level of mobility in Denpasar City encourages people to maintain an attractive appearance. Cosmetics serve as a means to enhance personal appearance, thereby intensifying business competition among cosmetic companies in attracting consumers. Somethinc is one of the local brands that has successfully entered Indonesia’s Top 10 beauty brands; however, over the past three years, it has not yet reached the Top 3. Based on a preliminary survey of 40 respondents, most participants indicated a lack of repurchase intention toward Somethinc cosmetic products. This study aims to examine repurchase intention as influenced by customer satisfaction, brand image, and social media marketing. A total of 170 respondents were selected using non-probability sampling with a purposive sampling technique. Data were collected through online and offline questionnaires distributed to residents of Denpasar City. The data analysis techniques employed included descriptive and inferential analysis, comprising multiple linear regression, classical assumption tests, F-test, t-test, and coefficient of determination. The results indicate that customer satisfaction and social media marketing have a positive and significant effect on repurchase intention, while brand image shows a positive but insignificant effect. These findings suggest that customer satisfaction, brand image, and social media marketing collectively contribute positively to enhancing repurchase intention for Somethinc products.
THE ROLE OF CELEBRITY ENDORSER CREDIBILITY IN MODERATING THE EFFECTS OF PRODUCT QUALITY AND PRICE ON PURCHASE INTENTION(A Study of Somethinc Product Consumers in Denpasar City) Betris Nur Fitrianingsih; Ni Made Rastini
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS Vol. 3 No. 10 (2026): INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Publisher : Adisam Publisher

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Abstract

The rapid growth of the beauty industry has sparked intense competition among similar companies. To attract consumer interest, companies employ various marketing strategies, one of which is promotion. This study aims to explain the role of celebrity endorser credibility in moderating the influence of product quality and price on the purchase intention for Somethinc products in Denpasar City, Bali. The study was conducted in Denpasar City with a sample of 100 respondents selected using a non-probability sampling method specifically, purposive sampling. Data analysis involved both descriptive and inferential statistics, utilizing Moderated Regression Analysis (MRA). The results indicate that product quality does not have a positive and significant effect on purchase intention, whereas price has a positive and significant effect. Celebrity endorser credibility was found to moderate the influence of product quality on purchase intention by strengthening it, while moderating the influence of price on purchase intention by weakening it. These findings offer strategic implications for Somethinc to enhance its digital marketing efforts. Somethinc should focus on collaborating with honest and credible celebrity endorsers, as their sincere reviews have been shown to reinforce the perception of product quality, thereby stimulating consumer interest. Furthermore, Somethinc should maintain a competitive pricing strategy as a key draw, given that the involvement of trusted celebrity endorsers has been shown to reduce consumer price sensitivity regarding the products offered.
Co-Authors Aulia Goldy Siregar Betris Nur Fitrianingsih