Pengaruh Brand Image dan Customer Trust terhadap Repurchase Intention Pada Pinkflash

Abstract

Abstract. The intense competition in Indonesia’s cosmetics industry is driving companies to build Brand Image and Customer Trust in order to maintain Repurchase Intention and enhance competitiveness amid shifting consumer preferences. However, the issue of the Indonesian Food and Drug Administration (BPOM) revoking Pinkflash’s product distribution license in 2025 has the potential to affect consumer perceptions of the brand’s quality, safety, and credibility; consequently, Brand Image and Customer Trust are suspected to influence the Repurchase Intention of Pinkflash cosmetic users. This study aims to describe and analyze the influence of Brand Image and Customer Trust on Repurchase Intention among female Generation Z consumers who use Pinkflash cosmetics in Bandung. This is a descriptive and confirmatory study using a quantitative approach. The sampling technique employed non-probability sampling with a purposive sampling method. Data were collected through a questionnaire distributed to 429 respondents and analyzed using IBM SPSS Statistics 25 via descriptive analysis, multiple linear regression, and hypothesis testing. The results indicate that Brand Image and Customer Trust have a positive and significant effect on Repurchase Intention, both partially and simultaneously. Furthermore, Customer Trust exerts a greater influence than Brand Image. These findings suggest that strengthening Customer Trust, supported by a positive Brand Image, is a crucial strategy for the company to sustainably increase the Repurchase Intention of Generation Z female consumers who use Pinkflash cosmetics.

Abstrak. Persaingan industri kosmetik di Indonesia yang ketat mendorong perusahaan membangun Brand Image dan Customer Trust untuk mempertahankan Repurchase Intention serta meningkatkan daya saing di tengah perubahan preferensi konsumen. Namun, isu penarikan izin edar beberapa produk Pinkflash oleh BPOM pada tahun 2025 berpotensi memengaruhi persepsi konsumen terhadap kualitas, keamanan, dan kredibilitas merek, sehingga Brand Image dan Customer Trust diduga memengaruhi Repurchase Intention pengguna kosmetik Pinkflash. Penelitian ini bertujuan untuk memengaruhi  gambaran serta menganalisis pengaruh Brand Image dan Customer Trust terhadap Repurchase Intention pada konsumen Generasi Z pengguna kosmetik Pinkflash di Kota Bandung. Penelitian ini merupakan penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Teknik pengambilan sampel dikumpulkan melalui penyebaran kuesioner kepada 429 responden dan dianalisis menggunakan IBM SPSS Statistics 25 melalui analisis deskriptif, regresi linear berganda, dan uji hipotesis. Hasil penelitian menunjukkan bahwa Brand Image dan Customer Trust berpengaruh positif dan signifikan terhadap Repurchase Intention baik secara parsial maupun simultan. Selain itu, Customer Trust memberikan kontribusi pengaruh yang lebih besar dibandingkan Brand Image. Temuan ini menunjukkan bahwa penguatan Customer Trust, didukung oleh Brand Image yang positif, menjadi strategi penting bagi perusahaan dalam meningkatkan Repurchase Intention konsumen perempuan Generasi Z pengguna kosmetik Pinkflash secara berkelanjutn.