THE INFLUENCE OF BRAND AWARENESS AND PRODUCT QUALITY ON REPURCHASE INTENTION OF MS GLOW SKINCARE PRODUCTS : MEDIATED BY BRAND TRUST
Published:
2026-03-23Downloads
Abstract
This study aims to analyze the influence of brand awareness and product quality on repurchase intention of MS Glow skincare products with brand trust as a mediating variable. This study used a quantitative approach with a survey method of 120 students of the Faculty of Economics and Business, Tadulako University who have used MS Glow products. Sampling was carried out using a purposive sampling technique. Data analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SmartPLS application. The results of the study indicate that brand awareness and product quality have a positive and significant effect on repurchase intention. In addition, brand awareness and product quality also have a positive and significant effect on brand trust. However, brand trust does not have a significant effect on repurchase intention and is unable to mediate the influence of brand awareness and product quality on repurchase intention. This study provides theoretical contributions to marketing studies as well as practical implications for companies in formulating marketing strategies that focus on strengthening brand awareness and improving product quality.
Keywords:
Brand Awareness Product Quality Brand Trust Repurchase Intention Ms GlowReferences
Amalia, S., Dewi, K. S., & Pebrianggara, A. (2025). Pengaruh content marketing, celebrity endorser, dan brand awareness terhadap keputusan pembelian produk Focallure di Sidoarjo.
Armanto, R., Islamiah, B., & Gunarto, M. (2022). Pengaruh citra merek dan kepercayaan merek terhadap loyalitas merek mie instan. Jurnal Nasional Manajemen Pemasaran & Sumber Daya Manusia, 3(2), 58–68.
Armstrong, G., & Kotler, P. (2023). Marketing: An introduction. Pearson.
Aziz, A., Safitri, A., & Sikombong, F. (2024). Pengaruh citra merek, kualitas produk, dan harga terhadap keputusan pembelian produk MS Glow di Kota Palopo. Jurnal Ekonomi, Manajemen, Akuntansi, 4(1), 210–218.
Caniago, A., & Rustanto, A. E. (2022). Kualitas produk dalam meningkatkan minat beli konsumen pada UMKM di Jakarta (Studi kasus pembelian melalui Tokopedia). Journal of Management Small and Medium Enterprises (SME’s), 15(3), 367–378.
Chairunisa, S., Damarwulan, L. M., & Lutfi. (2025). Enhancing repurchase intention via brand trust and perceived behavioral control, mediated by attitude toward halal Avoskin skincare. Voice of Journal Business and Management (VOJBM), 3(8), 679–692.
Cheah, C. W., Koay, K. Y., & Lim, W. M. (2024). Social media influencer over-endorsement: Implications from a moderated-mediation analysis. Journal of Retailing and Consumer Services, 79, 103831. https://doi.org/10.1016/j.jretconser.2024.103831
Darsana, I. M. (2023). Manajemen operasional. CV Intelektual Manifes Media. https://books.google.co.id/ books?id=nTDaEAAAQBAJ
Felderova, H., & Yuliviona, R. (2023). Pengaruh kepercayaan merek dan kualitas produk terhadap niat beli ulang dengan kepuasan pelanggan sebagai variabel mediasi (Pada produk pasta gigi merek Close Up di Kota Padang).
George, S. M., & Sony. (2024). A study on brand switching of cosmetic products among Gen Z female consumers with special reference to Bengaluru city. International Journal of Research and Analytical Reviews (IJRAR), 11(1), 577–584.
Hair, J. F., Ortinau, D. J., & Harrison, D. E. (2021). Essentials of marketing research. McGraw-Hill Education.
Hastari, E. S., Yohana, C., & Monoarfa, T. A. (2022). Pengaruh kepercayaan merek dan kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen sebagai variabel mediasi (Studi kasus pada brand skincare lokal). Jurnal Bisnis, Manajemen, dan Keuangan, 3(3), 785–799.
Herawati, A., Arief, M., & Fandiyanto, R. (2023). Pengaruh brand awareness dan kualitas produk terhadap minat beli ulang dengan kepuasan konsumen sebagai variabel intervening pada Seafood Situbondo. Jurnal Mahasiswa Entrepreneurship (JME), 2(7), 1434. https://doi.org/10.36841/jme.v2i7.3557
Hidayat, Y., & Sugiarto, A. (2026). Pengaruh brand awareness, brand image, dan brand trust terhadap keputusan pembelian secara online pada produk skincare Skintific. Jurnal Ilmiah Multidisiplin, 2(1), 2381–2395.
Hussin, H., Mohaidin, Z., & Wahid, N. A. (2025). Exploring the dynamics of consumer repurchase intention: A review. International Journal of Research and Innovation in Social Science (IJRISS), 9, 9125–9133. https://doi.org/10.47772/IJRISS
Jimawan, I. G., & Mahyuni, L. (2026). Pengaruh kualitas produk dan pengalaman pelanggan terhadap minat pembelian kembali melalui kepuasan konsumen pada produk fashion di marketplace TikTok Shop. Jurnal Manajemen, Bisnis dan Kewirausahaan, 6, 137–150.
Judijanto, L., Hildawati, Mahmuddin, Tahapary, G., & Puspa, L. (2024). Peran kepercayaan dalam memediasi pengaruh harga dan kualitas produk terhadap niat beli ulang di e-commerce C2C Indonesia. Sanskara Manajemen dan Bisnis, 3(1), 33–47. https://doi.org/10.58812/smb.v3i01.485
Khalis, V. M., Komariah, K., & Mulia, F. Z. (2022). Analisis kualitas produk dan kepercayaan merek terhadap loyalitas merek. Journal of Economic, Business and Accounting (COSTING), 5(2), 857–865. https://doi.org/10.31539/costing.v5i2.3540
Kothari, H., Choudhary, A., Jain, A., Singh, S., Prasad, K. D. V., & Vani, U. K. (2025). Impact of social media advertising on consumer behavior: Role of credibility, perceived authenticity, and sustainability. Frontiers in Communication. https://doi.org/10.3389/fcomm.2025.1595796
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management. Pearson.
Lembayung, R., Mahmud, & Sentosa, E. (2023). Pengaruh citra merek, kesadaran merek, dan kualitas produk terhadap keputusan pembelian pada produk 3Second (Jakarta Pusat). Jurnal Ikraith-Ekonomika, 6(2), 424–432.
MS Glow Indonesia, (2026). Brand story. Available at: https://msglowid.com/about/brandstory
(Diakses 10 Januari 2026).
Mukti, H. M., & Lestari, W. (2021). The effect of celebrity endorsement on purchase intention with brand awareness as a mediating variable on MS Glow Beauty products. International Economics and Business Conference (IECON), 1(1), 189–198.
Murniasih, N. N., & Telagawathi, N. L. W. (2023). Minat beli ulang produk skincare. Jurnal Manajemen dan Bisnis, 5(1), 140–148.
Mutiah, C., & Marliani, L. E. (2024). Pengaruh brand image, product quality, dan brand trust terhadap repurchase intention melalui customer satisfaction pada produk Mustika Ratu di Kota Bandung. Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi, 9, 545–558.
Pasaribu, V. L. (2022). The influence of brand image and product quality on TVS motorcycle purchase decision. Business Management Journal, 37–49. https://doi.org/10.30813/bmj.v18i1.2829
Prakasa, R., Berampu, L., & Alvionita, A. (2025). Pengaruh harga, kualitas produk, dan kepercayaan terhadap keputusan pembelian sepeda motor Beat pada mahasiswa. Jurnal Kajian Fenomena Ekonomi & Bisnis, 3(1).
Putriana, A. N., & Abdurrahman, A. (2024). Pengaruh brand awareness dan perceived quality terhadap purchase intention dengan brand trust sebagai variabel mediasi pada skincare Avoskin. Jurnal Manajemen dan Ekonomi Kreatif, 2(3).
Qiamuddin, M., & Kramadibrata, B. (2023). The effect of product quality on customer satisfaction MS Glow consumers (Study on MS Glow in North Jakarta). Ethics and Law Journal: Business and Notary (ELJBN), 1(1), 66–89.
Rahmi, S., Ilyas, G., Tamsah, H., & Munir, A. (2022). Perceived risk and its role in the influence of brand awareness on purchase intention: Study of Shopee users. Jurnal Siasat Bisnis, 26(1), 97–109. https://doi.org/10.20885/jsb.vol26.iss1.art7
Ramadayanti, F. (2025). Peran brand awareness terhadap keputusan pembelian produk. Jurnal Studi Manajemen dan Bisnis, 6(2).
Ratnasari, R., & Sudarman, D. (2025). The influence of brand trust and product quality on repurchase intention through customer satisfaction among Bluder Cokro Madiun customers in Jabodetabek. Journal of Humanities, Social Sciences and Business, 836–853.
Robertson, J. M., & Kingsley, B. E. (2021). Behind the facade: Motivations for cosmetic usage by women. SAGE Open, 11(4). https://doi.org/10.1177/21582440211061573
Sari, I., & Risal, T. (2024). Pengaruh brand trust terhadap keputusan pembelian skincare MS Glow pada e-commerce. Jurnal Widya, 5, 2066–2077.
Selvia, L., Yacob, S., & Lubis, T. (2024). Product quality on repurchase interest, which is mediated by customer satisfaction with MS Glow. Journal of Business Studies and Management Review (JBSMR), 7(2), 60–65.
Shukla, A., Mishra, A., & Dwivedi, Y. K. (2025). Expectation confirmation theory. In S. Papagiannidis (Ed.), TheoryHub book. Open Newcastle.
Simanjuntak, E. E., & Situmorang, N. S. N. (2025). Pengaruh pengalaman pelanggan offline terhadap niat beli ulang dimediasi kepercayaan pada toko Underprice Skincare Medan. 10(2), 134–145.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sutedjo, B., & Yulia, E. (2023). Kesadaran merek, citra merek, dan asosiasi merek terhadap kepuasan konsumen. Journal of Management and Business (JOMB), 5, 288–297.
Talahatu, I. (2024). Pengaruh kesadaran merek, asosiasi merek, kualitas yang dipersepsikan, dan citra merek terhadap keputusan pembelian sabun mandi cair di Kota Ambon. Jurnal Administrasi Terapan, 3(1), 315–322.
Ulya, M., & Fusfita, N. (2025). The influence of social media and brand awareness on university students’ purchase intention in e-commerce. Green Inflation: International Journal of Management and Strategic Business Leadership.
Utomo, C. A., Ibau, S., & Ellyawati, J. (2023). Keterlibatan pelanggan, ekuitas pelanggan, dan niat beli ulang pada aplikasi seluler. Journal of Management and Social Sciences (JMSC), 1(3), 163–172.
Wanda, E. S., & Susanto, H. (2024). Pengaruh kualitas pelayanan dan harga terhadap minat beli ulang pada Toko Lariez48 di Sampit. Jurnal Penerapan Ilmu Manajemen dan Kewirausahaan, 9(2), 115–126.
Wijaya, Y. R., & Tjahjaningsih, E. (2022). Analisis faktor kepuasan pelanggan serta dampaknya pada niat beli ulang. Jurnal Ilmiah Ekonomi dan Bisnis, 15(3), 201–211.
Wuisan, D. S., Candra, D., Tanaya, M. A., Natalia, V., & Bernarto, I. (2020). Pengaruh website design quality dan e-service quality terhadap repurchase intention Sociolla: E-trust sebagai variabel mediasi. Computatio: Journal of Computer Science and Information Systems, 4(1), 55. https://doi.org/ 10.24912/computatio.v4i1.7748
Yusuf, R., Istiharini, & Hendrayati, H. (2024). Brand trust dalam perspektif konsumen: Sebuah systematic literature review terhadap faktor dan implikasinya. Jurnal Eko-Bisma, 3(2), 328–339.
Amalia, S., Dewi, K. S., & Pebrianggara, A. (2025). Pengaruh content marketing, celebrity endorser, dan brand awareness terhadap keputusan pembelian produk Focallure di Sidoarjo.
Armanto, R., Islamiah, B., & Gunarto, M. (2022). Pengaruh citra merek dan kepercayaan merek terhadap loyalitas merek mie instan. Jurnal Nasional Manajemen Pemasaran & Sumber Daya Manusia, 3(2), 58–68.
Armstrong, G., & Kotler, P. (2023). Marketing: An introduction. Pearson.
Aziz, A., Safitri, A., & Sikombong, F. (2024). Pengaruh citra merek, kualitas produk, dan harga terhadap keputusan pembelian produk MS Glow di Kota Palopo. Jurnal Ekonomi, Manajemen, Akuntansi, 4(1), 210–218.
Caniago, A., & Rustanto, A. E. (2022). Kualitas produk dalam meningkatkan minat beli konsumen pada UMKM di Jakarta (Studi kasus pembelian melalui Tokopedia). Journal of Management Small and Medium Enterprises (SME’s), 15(3), 367–378.
Chairunisa, S., Damarwulan, L. M., & Lutfi. (2025). Enhancing repurchase intention via brand trust and perceived behavioral control, mediated by attitude toward halal Avoskin skincare. Voice of Journal Business and Management (VOJBM), 3(8), 679–692.
Cheah, C. W., Koay, K. Y., & Lim, W. M. (2024). Social media influencer over-endorsement: Implications from a moderated-mediation analysis. Journal of Retailing and Consumer Services, 79, 103831. https://doi.org/10.1016/j.jretconser.2024.103831
Darsana, I. M. (2023). Manajemen operasional. CV Intelektual Manifes Media. https://books.google.co.id/ books?id=nTDaEAAAQBAJ
Felderova, H., & Yuliviona, R. (2023). Pengaruh kepercayaan merek dan kualitas produk terhadap niat beli ulang dengan kepuasan pelanggan sebagai variabel mediasi (Pada produk pasta gigi merek Close Up di Kota Padang).
George, S. M., & Sony. (2024). A study on brand switching of cosmetic products among Gen Z female consumers with special reference to Bengaluru city. International Journal of Research and Analytical Reviews (IJRAR), 11(1), 577–584.
Hair, J. F., Ortinau, D. J., & Harrison, D. E. (2021). Essentials of marketing research. McGraw-Hill Education.
Hastari, E. S., Yohana, C., & Monoarfa, T. A. (2022). Pengaruh kepercayaan merek dan kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen sebagai variabel mediasi (Studi kasus pada brand skincare lokal). Jurnal Bisnis, Manajemen, dan Keuangan, 3(3), 785–799.
Herawati, A., Arief, M., & Fandiyanto, R. (2023). Pengaruh brand awareness dan kualitas produk terhadap minat beli ulang dengan kepuasan konsumen sebagai variabel intervening pada Seafood Situbondo. Jurnal Mahasiswa Entrepreneurship (JME), 2(7), 1434. https://doi.org/10.36841/jme.v2i7.3557
Hidayat, Y., & Sugiarto, A. (2026). Pengaruh brand awareness, brand image, dan brand trust terhadap keputusan pembelian secara online pada produk skincare Skintific. Jurnal Ilmiah Multidisiplin, 2(1), 2381–2395.
Hussin, H., Mohaidin, Z., & Wahid, N. A. (2025). Exploring the dynamics of consumer repurchase intention: A review. International Journal of Research and Innovation in Social Science (IJRISS), 9, 9125–9133. https://doi.org/10.47772/IJRISS
Jimawan, I. G., & Mahyuni, L. (2026). Pengaruh kualitas produk dan pengalaman pelanggan terhadap minat pembelian kembali melalui kepuasan konsumen pada produk fashion di marketplace TikTok Shop. Jurnal Manajemen, Bisnis dan Kewirausahaan, 6, 137–150.
Judijanto, L., Hildawati, Mahmuddin, Tahapary, G., & Puspa, L. (2024). Peran kepercayaan dalam memediasi pengaruh harga dan kualitas produk terhadap niat beli ulang di e-commerce C2C Indonesia. Sanskara Manajemen dan Bisnis, 3(1), 33–47. https://doi.org/10.58812/smb.v3i01.485
Khalis, V. M., Komariah, K., & Mulia, F. Z. (2022). Analisis kualitas produk dan kepercayaan merek terhadap loyalitas merek. Journal of Economic, Business and Accounting (COSTING), 5(2), 857–865. https://doi.org/10.31539/costing.v5i2.3540
Kothari, H., Choudhary, A., Jain, A., Singh, S., Prasad, K. D. V., & Vani, U. K. (2025). Impact of social media advertising on consumer behavior: Role of credibility, perceived authenticity, and sustainability. Frontiers in Communication. https://doi.org/10.3389/fcomm.2025.1595796
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management. Pearson.
Lembayung, R., Mahmud, & Sentosa, E. (2023). Pengaruh citra merek, kesadaran merek, dan kualitas produk terhadap keputusan pembelian pada produk 3Second (Jakarta Pusat). Jurnal Ikraith-Ekonomika, 6(2), 424–432.
MS Glow Indonesia, (2026). Brand story. Available at: https://msglowid.com/about/brandstory
(Diakses 10 Januari 2026).
Mukti, H. M., & Lestari, W. (2021). The effect of celebrity endorsement on purchase intention with brand awareness as a mediating variable on MS Glow Beauty products. International Economics and Business Conference (IECON), 1(1), 189–198.
Murniasih, N. N., & Telagawathi, N. L. W. (2023). Minat beli ulang produk skincare. Jurnal Manajemen dan Bisnis, 5(1), 140–148.
Mutiah, C., & Marliani, L. E. (2024). Pengaruh brand image, product quality, dan brand trust terhadap repurchase intention melalui customer satisfaction pada produk Mustika Ratu di Kota Bandung. Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi, 9, 545–558.
Pasaribu, V. L. (2022). The influence of brand image and product quality on TVS motorcycle purchase decision. Business Management Journal, 37–49. https://doi.org/10.30813/bmj.v18i1.2829
Prakasa, R., Berampu, L., & Alvionita, A. (2025). Pengaruh harga, kualitas produk, dan kepercayaan terhadap keputusan pembelian sepeda motor Beat pada mahasiswa. Jurnal Kajian Fenomena Ekonomi & Bisnis, 3(1).
Putriana, A. N., & Abdurrahman, A. (2024). Pengaruh brand awareness dan perceived quality terhadap purchase intention dengan brand trust sebagai variabel mediasi pada skincare Avoskin. Jurnal Manajemen dan Ekonomi Kreatif, 2(3).
Qiamuddin, M., & Kramadibrata, B. (2023). The effect of product quality on customer satisfaction MS Glow consumers (Study on MS Glow in North Jakarta). Ethics and Law Journal: Business and Notary (ELJBN), 1(1), 66–89.
Rahmi, S., Ilyas, G., Tamsah, H., & Munir, A. (2022). Perceived risk and its role in the influence of brand awareness on purchase intention: Study of Shopee users. Jurnal Siasat Bisnis, 26(1), 97–109. https://doi.org/10.20885/jsb.vol26.iss1.art7
Ramadayanti, F. (2025). Peran brand awareness terhadap keputusan pembelian produk. Jurnal Studi Manajemen dan Bisnis, 6(2).
Ratnasari, R., & Sudarman, D. (2025). The influence of brand trust and product quality on repurchase intention through customer satisfaction among Bluder Cokro Madiun customers in Jabodetabek. Journal of Humanities, Social Sciences and Business, 836–853.
Robertson, J. M., & Kingsley, B. E. (2021). Behind the facade: Motivations for cosmetic usage by women. SAGE Open, 11(4). https://doi.org/10.1177/21582440211061573
Sari, I., & Risal, T. (2024). Pengaruh brand trust terhadap keputusan pembelian skincare MS Glow pada e-commerce. Jurnal Widya, 5, 2066–2077.
Selvia, L., Yacob, S., & Lubis, T. (2024). Product quality on repurchase interest, which is mediated by customer satisfaction with MS Glow. Journal of Business Studies and Management Review (JBSMR), 7(2), 60–65.
Shukla, A., Mishra, A., & Dwivedi, Y. K. (2025). Expectation confirmation theory. In S. Papagiannidis (Ed.), TheoryHub book. Open Newcastle.
Simanjuntak, E. E., & Situmorang, N. S. N. (2025). Pengaruh pengalaman pelanggan offline terhadap niat beli ulang dimediasi kepercayaan pada toko Underprice Skincare Medan. 10(2), 134–145.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sutedjo, B., & Yulia, E. (2023). Kesadaran merek, citra merek, dan asosiasi merek terhadap kepuasan konsumen. Journal of Management and Business (JOMB), 5, 288–297.
Talahatu, I. (2024). Pengaruh kesadaran merek, asosiasi merek, kualitas yang dipersepsikan, dan citra merek terhadap keputusan pembelian sabun mandi cair di Kota Ambon. Jurnal Administrasi Terapan, 3(1), 315–322.
Ulya, M., & Fusfita, N. (2025). The influence of social media and brand awareness on university students’ purchase intention in e-commerce. Green Inflation: International Journal of Management and Strategic Business Leadership.
Utomo, C. A., Ibau, S., & Ellyawati, J. (2023). Keterlibatan pelanggan, ekuitas pelanggan, dan niat beli ulang pada aplikasi seluler. Journal of Management and Social Sciences (JMSC), 1(3), 163–172.
Wanda, E. S., & Susanto, H. (2024). Pengaruh kualitas pelayanan dan harga terhadap minat beli ulang pada Toko Lariez48 di Sampit. Jurnal Penerapan Ilmu Manajemen dan Kewirausahaan, 9(2), 115–126.
Wijaya, Y. R., & Tjahjaningsih, E. (2022). Analisis faktor kepuasan pelanggan serta dampaknya pada niat beli ulang. Jurnal Ilmiah Ekonomi dan Bisnis, 15(3), 201–211.
Wuisan, D. S., Candra, D., Tanaya, M. A., Natalia, V., & Bernarto, I. (2020). Pengaruh website design quality dan e-service quality terhadap repurchase intention Sociolla: E-trust sebagai variabel mediasi. Computatio: Journal of Computer Science and Information Systems, 4(1), 55. https://doi.org/ 10.24912/computatio.v4i1.7748
Yusuf, R., Istiharini, & Hendrayati, H. (2024). Brand trust dalam perspektif konsumen: Sebuah systematic literature review terhadap faktor dan implikasinya. Jurnal Eko-Bisma, 3(2), 328–339.
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