The Influence of Product Quality and Brand Image on Repurchase Intention of Halal Cosmetic Products in E-Commerce

Industri kosmetik merupakan pasar potensial bagi perusahaan. Kemudahan akses berbelanja menggunakan e-commerce membuat persaingan antar perusahaan semakin kompetitif. Perusahaan berusaha mempertahankan pelanggan dengan meningkatkan product quality dan brand image sehingga konsumen memilih untuk membeli kembali produk tersebut. Penelitian ini bertujuan untuk mengetahui apakah product quality dan brand image berpengaruh terhadap repurchase intention produk Wardah di e-commerce Shopee. Jenis penelitian ini adalah penelitian kuantitatif dengan menggunakan metode judgemental sampling. Jumlah sampel yang digunakan adalah 200 responden dengan pengumpulan data melalui kuesioner online. Teknik analisis data menggunakan regresi linier berganda. Penelitian ini menemukan bahwa product quality dan brand image berpengaruh positif dan signifikan terhadap repurchase intention. Berdasarkan penelitian ini, perusahaan kosmetik dapat meningkatkan product quality pada berbagai lipstik dan desain kemasan yang lebih mudah dan nyaman digunakan. Selain itu, perusahaan kosmetik harus menjaga brand image-nya sebagai merek yang bereputasi dan terkenal untuk meningkatkan repurchase intention konsumen dan mempertahankan pelanggan pada produk kosmetik halal.

The cosmetic industry is a potential market for companies. Ease of access to shopping using e-commerce makes competition between companies more competitive. The company tries to retain customers by improving product quality and brand image so that consumers choose to repurchase the product. This study seeks to determine whether product quality and brand image affect the repurchase of Wardah products at Shopee e-commerce. This type of research is quantitative research using the judgmental sampling method. The number of samples used was 200 respondents with data collection through an online questionnaire. The data analysis technique used multiple linear regression. This study found that product quality and brand image positively and significantly affect repurchase intention. Based on this research, cosmetic companies can improve product quality on various lipsticks and packaging designs that are easier and more comfortable. In addition, cosmetic companies must maintain their brand image as reputable and well-known brands to increase consumer intentions to repurchase and retain customers on halal cosmetic products.