The Influence of Social Media and Product Quality in Creating Repurchase Interest in Scarlett Whitening Beauty Products Through Intervening Variables of Customer Satisfaction in Makassar City
Keywords:Social Media, Product Quality, Repurchase Intention, Customer Satisfaction
AbstractThis research aims to determine the effect of Social Media and Product Quality in Creating Repurchase Interest of Scarlett Whitening Beauty Products through Customer Intervening Variables in Makassar City. This study is quantitative research with descriptive approach. The population in this study is the people in Makassar City who use Scarlett Whitening beauty products with an unknown population. The sample in this study found 100 people using the Rao Purba (2016) formula with an error rate of 10 %. Data collection techniques are questionnaires using a Likert scale while data analysis techniques using Partial Least Square. The results of the study indicate that Social Media and Product Quality have a positive and significant effect on the Scarlett Whitening Beauty Product Repurchase Interest through variables that annoy customers in Makassar City.
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