Customer Satisfaction as a Key Driver of Repurchase Intention: Evidence from Brand Image and Price Perception in the Beauty Industry

Melia Azedarah Bora; Euis Soliha

doi:10.26737/jtmb.v12i2.9586

Customer Satisfaction as a Key Driver of Repurchase Intention: Evidence from Brand Image and Price Perception in the Beauty Industry

Melia Azedarah Bora, Euis Soliha

Abstract

This study examines the effects of brand image and price perception on
repurchase intention through customer satisfaction among consumers of
Somethinc beauty products using TikTok Shop in Semarang City. A
quantitative explanatory research design was employed. Data were
collected through questionnaires from 150 respondents selected using
purposive sampling. The respondents were active TikTok users, at least
17 years old, residing in Semarang City, and had previously purchased
Somethinc products through TikTok Shop. The data were analyzed using
Partial Least Squares Structural Equation Modeling (PLS-SEM). The
results show that brand image and price perception have positive and
significant effects on customer satisfaction. Brand image and price
perception also positively and significantly influence repurchase
intention. Customer satisfaction has the strongest direct effect on
repurchase intention. Furthermore, customer satisfaction partially
mediates the effects of brand image and price perception on repurchase
intention. The model explains 61.9% of the variance in customer
satisfaction and 71.8% of the variance in repurchase intention. These
findings confirm that customer satisfaction plays a central role in
strengthening consumers’ intention to repurchase Somethinc products.
Therefore, Somethinc should maintain a positive brand image, ensure that
prices remain appropriate to product quality and benefits, and consistently
provide satisfying product and shopping experiences through TikTok
Shop.

Keywords

Repurchase Intention; Customer Satisfaction; Brand Image; Price Perception, TikTok Shop

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DOI: http://dx.doi.org/10.26737/jtmb.v12i2.9586

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