<![CDATA[This study examines the effects of brand image and price perception onrepurchase intention through customer satisfaction among consumers ofSomethinc beauty products using TikTok Shop in Semarang City. Aquantitative explanatory research design was employed. Data werecollected through questionnaires from 150 respondents selected usingpurposive sampling. The respondents were active TikTok users, at least17 years old, residing in Semarang City, and had previously purchasedSomethinc products through TikTok Shop. The data were analyzed usingPartial Least Squares Structural Equation Modeling (PLS-SEM). Theresults show that brand image and price perception have positive andsignificant effects on customer satisfaction. Brand image and priceperception also positively and significantly influence repurchaseintention. Customer satisfaction has the strongest direct effect onrepurchase intention. Furthermore, customer satisfaction partiallymediates the effects of brand image and price perception on repurchaseintention. The model explains 61.9% of the variance in customersatisfaction and 71.8% of the variance in repurchase intention. Thesefindings confirm that customer satisfaction plays a central role instrengthening consumers’ intention to repurchase Somethinc products.Therefore, Somethinc should maintain a positive brand image, ensure thatprices remain appropriate to product quality and benefits, and consistentlyprovide satisfying product and shopping experiences through TikTokShop.]]>
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