PENGARUH ASOSIASI MEREK, KONTEN MARKETING, DAN PACKAGING SCARLETT WHITENING TERHADAP NIAT PEMBELIAN KEMBALI DI JABODEBEK YANG DIMODERASI OLEH GENDER
Abstract
Abstrak - Industri kecantikan di Indonesia terus berkembang pesat, terutama di kalangan milenial. Hal tersebut didukung oleh meningkatnya kesadaran masyarakat akan pentingnya merawat diri. Salah satu brand kecantikan lokal yang populer di kalangan masyarakat adalah Scarlett Whitening yang merupakan brand yang meluncurkan produk kecantikan wajah sampai dengan produk perawatan tubuh dan rambut. Penelitian ini bertujuan untuk menguji pengaruh Asosiasi Merek, Konten Marketing, dan Packaging terhadap Repurchase baik yang sering membeli dan sudah pernah membeli pada masyarakat yang berada di Jabodebek. Metode dalam Penelitian ini memakai metode Penelitian kuantitatif dengan metode purposive sampling. Jumlah sampel yang di dapat sebanyak 378 responden dan diolah menggunakan software SmartPLS 4.0. Berdasarkan data yang telah di olah, telah di temukan bahwa Asosiasi Merek, KontenMarketing, dan Packaging terhadap serta Gender sebagai variabel moderasi tidak berpengaruh signifikan terhadap Repurchase produk Scarlett Whitening pada masyarakat di Jabodebek.
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