<![CDATA[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.]]>
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