The Role of Product Quality, Brand Trust, and KPOP Idol Brand Ambassador in Encouraging  Purchase Loyalty

C. Catur Widayati; Kahla'a  Salsabiil; Hendra Wiyanto; Purnamawati Helen Widjaja; Herlina Budiono

doi:10.38035/dijemss.v6i2.3592

Authors

C. Catur Widayati Universitas Mercu Buana, Indonesia
Kahla'a Salsabiil Universitas Mercu Buana, Indonesia
Hendra Wiyanto Universitas Tarumanagara, Indonesia
Purnamawati Helen Widjaja Universitas Tarumanagara, Indonesia
Herlina Budiono Universitas Tarumanagara, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v6i2.3592

Keywords:

Brand Image, Product Quality, K-pop Idol Brand Ambassador, Consumer Satisfaction, Generation Z

Abstract

This study aims to examine and analyze the effects of Product Quality, Brand Trust, and K-pop Idol Brand Ambassadors on the repurchase decisions of Scarlett Whitening products among Generation Z in DKI Jakarta. The research focuses on Generation Z consumers who have purchased and used Scarlett Whitening products. A total of 200 respondents were selected using a purposive sampling method. The study employs a quantitative approach, with data collected through surveys. The data were analyzed using the Structural Equation Model (SEM) with SmartPLS software version 3.0. The findings indicate that Product Quality has a positive and significant effect on Purchase Satisfaction and Repurchase Decisions. Brand Trust has a positive but insignificant effect on Purchase Satisfaction, but it shows a positive and significant effect on Repurchase Decisions. Additionally, K-pop Idol Brand Ambassadors positively and significantly influence both Purchase Satisfaction and Repurchase Decisions.

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