ANALYSIS OF CUSTOMER RELATIONSHIP MARKETING, CUSTOMER PERCEIVED VALUE AND CUSTOMER EXPERIENCE ON REPURCHASE INTENTION ON E-COMMERCE SKINTIFIC PRODUCTS
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2026-10-06Downloads
Abstract
This study aims to analyze the influence of Customer Relationship Marketing, Customer Perceived Value, and Customer Experience on Repurchase Intention among consumers of Skintific products through e-commerce. This study employs a quantitative approach with an associative research design. The sample consisted of 115 respondents who had purchased Skintific products and were selected using the accidental sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination. The results show that, partially, Customer Relationship Marketing has a positive and significant effect on Repurchase Intention. Meanwhile, Customer Perceived Value and Customer Experience do not have a significant effect on Repurchase Intention. Simultaneously, Customer Relationship Marketing, Customer Perceived Value, and Customer Experience have a significant effect on Repurchase Intention. The Adjusted R Square value of 0.152 indicates that these three variables explain 15.2% of the variation in Repurchase Intention, while the remaining 84.8% is influenced by other factors outside the research model. These findings indicate that building and maintaining good relationships with customers is an important aspect of encouraging consumers to repurchase Skintific products through e-commerce.
Keywords:
Customer Relationship Marketing Customer Perceived Value Customer Experience Repurchase Intention Skintific E-CommerceReferences
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