Pengaruh Content Marketing, Kepercayaan dan Customer Experience terhadap Repurchase Intention Produk Skintific pada Platform Shopee.

Rafif, Rafa Maritza (2026) Pengaruh Content Marketing, Kepercayaan dan Customer Experience terhadap Repurchase Intention Produk Skintific pada Platform Shopee. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine how the independent variables, namely Content Marketing, Trust and Customer Experience, partially or simultaneously influence the dependent variable (Repurchase Intention) of Skintific products on Shopee. The formulation of the problem in this study, namely whether Content Marketing, Trust and Customer Experience partially or simultaneously influence Repurchase Intention. The population in this study were residents of Bekasi City who use Skintific. The sample used in this study was the community, as many as 100 respondents. This study uses a quantitative method. Data processing was carried out using SPSS version 26. From the results of the research that has been done, it shows that Content Marketing has no effect and is not significant on Repurchase Intention, with a calculated t value of 0.136 with a significance of 0.892. Trust has a significant effect on Repurchase Intention, with a calculated t value of 2.774 with a significance of 0.007. Customer Experience has a significant effect on Repurchase Intention, with a calculated t value of 6.108 with a significance of 0.000. Content Marketing, Trust, and Customer Experience have a simultaneous and significant effect on Repurchase Intention with a calculated f value of 94.733 with a significance of 0.000. Thus, it can be concluded that H1 is rejected, H2 is accepted, H3 is accepted, and H4 is accepted.

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