Purpose: This study aimed to examine the effect of product quality on the repurchase intention of Scarlett Whitening Body Lotion, using consumer satisfaction as an intervening variable. The integration of repurchase intention through consumer satisfaction as a mediating mechanism represents the core novelty of this study.
Research Methodology: A quantitative research design was employed in this study. Data were gathered from a sample of 100 respondents selected using random sampling. The collected data were subsequently analyzed using path analysis and the Sobel test to evaluate indirect effects.
Results: The findings indicate that consumers perceive both product quality and consumer satisfaction as good and high. Although the product safety indicator scored the lowest average, referral interest dominated repurchase intention. Furthermore, product quality exerts a positive and significant effect on consumer satisfaction, and both variables significantly influence the repurchase intention.
Conclusions: This study confirms that enhancing product quality, particularly regarding safety, plays a crucial role in driving consumer satisfaction and stimulating repurchase interest.
Limitations: This study was limited by its narrow scope. Future research should incorporate additional variables that may influence repurchase interest, such as price, promotion, competition, marketing strategy, perceived value, and trust.
Contributions: Academically, this study contributes a measuring instrument to assess the accuracy of consumer satisfaction with repurchase interest. Practically, this implies that guaranteeing product quality provides a strong foundation for consumer confidence.