The Influence of Perceived Quality and Brand Image on Repurchase Intention via Customer Satisfaction for Glad2glow

Abstract

Competition in the local skincare industry requires brands to retain customers through repurchase intention. This study aims to analyze the effect of perceived quality and brand image on repurchase intention, with customer satisfaction as a mediating variable, on the Glad2Glow brand. The study used an associative quantitative approach. The sample consisted of 100 Glad2Glow users who follow the brand's official TikTok account, selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS) using SmartPLS. The results show that perceived quality and brand image have positive and significant effects on both customer satisfaction and repurchase intention. Customer satisfaction also has a positive and significant effect on repurchase intention and partially mediates the effects of perceived quality and brand image. The model explains 75.0% of the variance in repurchase intention. Glad2Glow is advised to maintain consistent product quality and brand image and to evaluate customer satisfaction regularly to sustain repurchase intention.