Pengaruh brand trust terhadap minat beli ulang dengan kepuasan pelanggan sebagai variabel mediasi pada produk kosmetik pinkflash di kota palembang

This study aims to analyze the influence of Brand Trust on Repurchase Intention, with Customer Satisfaction as a mediating variable for Pinkflash products in Palembang. This study used a quantitative approach with a survey method, collecting data through questionnaires distributed to Pinkflash consumers in Palembang. A total of 117 respondents met the research criteria, but only 84 respondents had their data successfully processed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of the SmartPLS application. The results showed that Brand Trust has a positive and significant influence on Repurchase Intention and Customer Satisfaction. Furthermore, Customer Satisfaction has a positive and significant influence on Repurchase Intention and mediates the effect of Brand Trust on Repurchase Intention. The results of this study indicate that higher consumer trust in a brand leads to higher customer satisfaction, which can increase repurchase intention for Pinkflash cosmetic products.