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Determination of Repurchase Intention through Consumer Trust: Analysis of Online Customer Reviews of Scarlett skincare products

Year: 2024

Type: article

Abstract: This article discusses the influence of celebrity endorsements, through interest in repurchasing Scarlett skincare, on consumer trust in the Tiktok online shop. The objects used are students at Bhayangkara University, Jakarta Raya. The sample used in this research was 200 respondents. In this research, quantitative methods are used with a descriptive approach, the data collection techniques used by researchers are secondary data and primary data. Based on the conceptual framework created, it can be concluded that the hypothesis is that online customer reviews influence consumer trust and repurchase interest, and consumer trust influences repurchase interest.

Source: Siber Nusantara of Community Service Review

DOI: 10.38035/sncsr.v1i1.276

Author: Reni Silviah

Institution: Universitas Bhayangkara Jakarta Raya

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4412976315

FWCI:

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