<![CDATA[This study examines the mechanism through which product quality influences repurchase decisions by analyzing the mediating role of consumer satisfaction in the skincare industry. Grounded in the Stimulus-Organism-Response (S-O-R) framework, product quality is conceptualized as a stimulus, consumer satisfaction as an organismic state, and repurchase decision as a behavioral response. Data were collected from 120 consumers of Skintific skincare products in Makassar City using a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that product quality has a significant positive effect on consumer satisfaction but does not directly influence repurchase decisions. In contrast, consumer satisfaction exerts a strong and significant effect on repurchase decisions and fully mediates the relationship between product quality and repurchase behavior. These findings suggest that in experience-driven and highly competitive skincare markets, perceived product quality alone is insufficient to generate repeat purchases unless it is internalized through positive post-consumption evaluations. This study contributes to consumer behavior literature by extending the application of the S-O-R framework to post-consumption decision-making and by emphasizing consumer satisfaction as a central psychological mechanism driving repurchase behavior. Managerially, the findings highlight the importance of delivering consistent and meaningful usage experiences to strengthen long-term consumer loyalty]]>
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