Pengaruh Kualitas Produk dan E-Service Quality Terhadap Minat Beli Ulang Serum Hanasui Power Bright Expert Di Shopee

Simanjuntak, Della Silvia (2026) Pengaruh Kualitas Produk dan E-Service Quality Terhadap Minat Beli Ulang Serum Hanasui Power Bright Expert Di Shopee. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine the effect of Product Quality and E-Service Quality on Repurchase Intention of Hanasui Power Bright Expert Serum on Shopee. This research uses a quantitative approach. The data used consist of primary and secondary data obtained through the distribution of online questionnaires. The population in this study consists of consumers who have purchased Hanasui Power Bright Expert Serum on Shopee. The sampling technique used was purposive sampling, and 100 respondents were obtained. Hypothesis testing was conducted using multiple linear regression analysis. The results of the study indicate that Product Quality has a positive and significant effect on Repurchase Intention. E-Service Quality also has a positive and significant effect on Repurchase Intention. Simultaneously, Product Quality and E-Service Quality significantly influence Repurchase Intention of Hanasui Power Bright Expert Serum on Shopee. Keywords: Product Quality, E-Service Quality, Repurchase Intention.

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