The Influence of User-Generated Content (UGC) and Online Shopping Experience (OSE) on Repurchase Intention Mediated by Customer Satisfaction for Wardah Brand Lipstick Products in Bandung City

Silvia Muspita; Hariyadi Triwahyu Putra

doi:10.55927/ajabm.v5i1.15

Authors

Silvia Muspita Universitas Jenderal Achmad Yani
Hariyadi Triwahyu Putra Universitas Jenderal Achmad Yani

DOI:

https://doi.org/10.55927/ajabm.v5i1.15

Keywords:

User-Generated Content, Online Shopping, Customer Satisfaction, Intention to Repurchase, and the Cosmetics Sector

Abstract

This study examines the effect of User-Generated Content (UGC) and Online Shopping Experience (OSE) on Repurchase Intention using Customer Satisfaction as a mediating factor. The study focuses on Bandung City residents who purchase lipstick from Wardah. A quantitative explanatory approach was applied using data from 120 respondents collected through online questionnaires. Multiple regression analysis and Sobel tests were used to analyze relationships between variables, both direct and indirect. The findings demonstrate that customer satisfaction is positively and significantly impacted by UGC and OSE. Furthermore, UGC, OSE, and Repurchase Intention is greatly influenced by Customer Satisfaction. Both the relationship between OSE and repurchase intention and the relationship between UGC and repurchase intention have been shown to be somewhat mediated by customer satisfaction. The findings highlight the importance of enhancing online shopping experiences and encouraging authentic user-generated content to boost consumer happiness and inclination to repurchase in the cosmetics industry.

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