The Influence of Brand Image and Consumer Reviews on Trust and Confidence, Leading to Repurchase Intention Cosmeceuticals Products
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Abstract
This research is a quantitative study aimed at examining the influence of brand image, consumer reviews, and trust on repeat purchase decisions for cosmeceutical products. An online questionnaire was used as a research tool to collect data from a sample group of 405 consumers who had previously purchased cosmeceutical products. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, skewness, and kurtosis, along with structural equation modeling (SEM) to analyze causal relationships. The findings revealed that 1) Brand image has a significant influence on trust, which leads to repeat purchase decisions. 2) Consumer reviews have a significant influence on trust, which also leads to repeat purchase decisions. 3) Trust plays a crucial role in influencing consumers' decisions to repurchase cosmeceutical products. To enhance brand image, businesses should focus on clear and targeted communication, utilizing branding strategies aligned with consumer values, such as corporate social responsibility (CSR) initiatives and sustainable marketing. Additionally, leveraging online consumer reviews as a credibility-building tool is essential. Brands should also professionally manage negative feedback and complaints, demonstrating attentiveness to consumer concerns.
Furthermore, transparency across all processes, from product information disclosure to after-sales services, is key to strengthening consumer trust and confidence. These strategies can increase the likelihood of repeat purchases and foster long-term relationships with customers.
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