THE INFLUENCE OF PRODUCT QUALITY ON REPURCHASE INTEREST THROUGH CONSUMER SATISFACTION AS AN INTERVENING VARIABLE IN SCARLETT WHITENING BODY LOTION PRODUCTS (Case Study of Students at Djuanda University, Bogor)

Abstract

Background: The development of the body care industry in Indonesia is very rapid and prospective,
driven by lifestyle changes and increased health awareness, with body lotion dominating sales (37%).
However, the local brand Scarlett Whitening faces a significant challenge in the form of a drastic
decline in market share from 23.40% (2023) to 9.20% (2025), placing it at the bottom of the top
brand list. This phenomenon indicates the need for an in-depth evaluation of product quality to enhance
repurchase intention. This study aims to analyze the direct and indirect effects of product quality on
repurchase intention, with consumer satisfaction as an intervening (mediating) variable. This study uses
a quantitative approach with a sample of 100 respondents who are students of Djuanda University Bogor.
The sample size was determined using the Lemeshow formula and selected through random sampling,
given the unknown population size. Ordinal data was converted into interval data using the Method of
Successive Interval (MSI). Data analysis utilized descriptive analysis, verified analysis, Path Analysis,
and the Sobel Test. The descriptive results show that product quality and consumer satisfaction are
rated as good and high. However, the product safety indicator had the lowest average score, while the
referential intention indicator dominated repurchase intention. The verified results prove that product
quality has a positive and significant effect on consumer satisfaction, product quality has a positive and
significant effect on repurchase intention, and consumer satisfaction has a positive and significant effect
on repurchase intention. Furthermore, a positive and indirect effect of product quality on repurchase
intention through consumer satisfaction was also found. This conclusion affirms the crucial role of
improving product quality, especially the safety aspect, in driving satisfaction and triggering consumer
repurchase intention for Scarlett products.
Purpose: The aim of this research is to analyze the direct and indirect influence of product quality on
repurchase intention, with consumer satisfaction as an intervening variable. Apart from that, the problem
formulation in this research is, to find out (a) What are consumers' responses regarding product quality,
repurchase interest, and consumer satisfaction with Scarlett whitening body lotion products among
consumers? (b) What is the direct influence of product quality on consumer satisfaction for Scarlett
whitening body lotion products? (c) What is the direct influence of product quality on consumer interest
in repurchasing Scarlett whitening body lotion products? (d) What is the direct influence of consumer
satisfaction on consumers' interest in repurchasing Scarlett whitening body lotion products?, and (e) What
is the indirect influence of product quality on repurchase interest through consumer satisfaction with
consumers' Scarlett whitening body lotion products?..
Methodology: The research design used is descriptive research with a quantitative approach using the
path analysis approach and Sobel test to determine the influence of intervening variables. This research
variable uses exogenous variables & endogenous variables. This research sample used a non
probability sampling method with a purposive sampling technique, which was determined using the
Lemeshow formula, resulting in a sample size of 100 consumers. The data sources used in this research
are primary and secondary data. Pengumpulan data dilakukan melalui dua pendekatan utama: (1) Studi
lapangan yang melibatkan wawancara, distribusi kuesioner, dan observasi langsung, serta (2) Studi
pustaka untuk memperoleh informasi tambahan dari sumber- sumber literatur yang relevan. Teknk yang
digunaan dalam penelitian ini meliputi uji validitas, uji reliabilitias,, uji asumsi klasik, perhitungan koefisien
korelasi, pengujian hipotesis (uji t dan uji Sobel) dengan bantuan perangkat lunak IBM SPSS versi
25.0. Calculations using path analysis by: 1) calculating multiple regression coefficients using the
model; 2) calculate path coefficients with the model; 3) calculate the coefficient of determination; 4)
calculate the influence simultaneously and partially. Variables are said to be intervening because they
influence the relationship between the independent and dependent variables, referring to Baron and
Kenny (1986) in Ghozali (2018) testing the mediation hypothesis through a sobel test with an absolute
Z table value of 1.96. The Validity Test measures whether the questionnaire is valid or not, namely
whether the instrument is able to reveal the variables being measured (Ghozali, 2018:52). Analyze the correlation of the score of each statement item with the total score. Decision Criteria: An item is
declared valid if the correlation value (calculated r) is greater than the critical value (r table) at a
significance level of 0.05 (5%). If it does not meet the requirements, the item is removed from the study.
Reliability Test measures the consistency of measurement results, namely how far the results remain
the same if the measurements are repeated (Sugiyono, 2018:199). The technique uses the Alpha
Cronbach (?) formula. Decision Criteria: The instrument is declared reliable if the Cronbach Alpha (?)
value is greater than 0.7 ((or rx?rttable). The classic assumption test is carried out to ensure that the
regression model used meets the basic assumptions so that the analysis results are unbiased and
valid. Normality Test tests whether the residual values ??in the regression model are normally
distributed (Ghozali, 2018: 154). Technique: Using the Normal Probability Plot graphic method or
Kolmogorov-Smirnov test. Decision criteria (Statistical Test):distribution. declared normal if the
probability value (Asymptotic Significance) is >0.05. The Multicollinearity Test tests whether a strong
correlation is found between independent (exogenous) variables in the regression model (Ghozali,
2018: 105). Technique: Analyze the Tolerance Value and Variance Inflation Factor (VIF). Decision
criteria: The regression model is declared free from multicollinearity if the Tolerance Value is >0.10 (or
>0.05 according to reference Sunyoto 2009:82) and VIF ?5. The heteroscedasticity test aims to test
whether in the regression model there is an inequality of variance from the residuals of one
observation to another. According to Priyatno (2012: 158) heteroscedasticity is a situation where in the
regression model there is an inequality of variance from the residuals from one observation to another
observation. In this study, the scatter plot test was used. A scatter plot is a graph that plots points or
dots that show the relationship between two pairs of data, namely by plotting the ZPRED value (predicted
value) with SRESID (residual value). It is said to be good if there is a certain pattern in the resulting
graph, such as gathering in the middle, narrowing then widening or vice versa.
Finding: Based on age, the 20–25 year group dominates at 79%. This age group is a transition period
towards adulthood, where consumers tend to be more aware of the importance of physical
appearance, exploration of self-identity, and skin care to maintain health. Overall, consumer perceptions
are very positive: all variables, namely product quality (X), repurchase interest (Y), and consumer
satisfaction (Z), obtained an average value above 77%, which shows that consumer responses are in the
high to very good category. Product Quality dominates: product quality (X) received the highest average
score, namely 84%, which falls into the Very Good category. This indicates that consumers have a very
good perception of the attributes and quality of Scarlett body lotion products. Relationship between
product quality, repurchase interest and consumer satisfaction: There is a sequence of values ??from
highest to lowest, namely product quality of 84% ? repurchase interest of 79% ? consumer satisfaction
of 77%. Even though all three are high, this order descriptively supports the assumption that the
perception of excellent product quality is the main factor that drives high repurchase interest and
consumer satisfaction with Scarlett body lotion products. 1. First path analysis results It is known that the
R value is 0.666, which shows that the correlation or relationship between the exogenous variable of
product quality and the endogenous variable of consumer satisfaction has a strong correlation at a value
range of 0.60-0.79. This is identical to research conducted by Siti Masnun (2024) which shows that the
correlation coefficient for product quality and consumer satisfaction is 0.770, meaning that the variables
have the same correlation, namely strong in the range of 0.60-0.79. The PZ? value is 0.557, this shows
that variable X has a positive effect on variable Z, where increasing product quality will increase
satisfaction by 0.666 or 66.6%. 2. second path analysis resultsIt is known that the R value is 0.792 which
shows that the correlation or relationship between the exogenous variable of product quality and the
endogenous variable of consumer satisfaction has a strong correlation at a value range of 0.60-0.79. This
is identical to research conducted by Miranda Claudia (2023) which shows that the correlation coefficient
for product quality and consumer satisfaction is 0.605, meaning that the variables have the same
correlation, namely strong in the range of 0.60-0.79. As for the PZ? value of 0.573, it can be seen that
the Standardized coefficient beta value for the product quality variable has a positive sign, namely
0.549, meaning that every one unit increase in the product quality variable will increase consumer
satisfaction by 0.549 assuming that other exogenous variables in the model continue to have a positive
effect on consumer satisfaction. This shows that good product quality can increase consumer
satisfaction. Meanwhile, the Standardized coefficient beta value for the consumer satisfaction
variable has a positive sign, namely 0.312. This means that the consumer satisfaction variable has
a positive effect on the consumer satisfaction variable, this shows that the better the product quality, the
higher the satisfaction felt by consumers. This shows that variable 3. partial hypothesis testing The direct
and positive influence on product quality has a tcount of 8.830 and a ttable value for ?= 0.05 with
degrees of freedom 100-1-1= 98 of 1.661, meaning tcount > ttable (4,399 > 1.661) with a
significance of 0.000 < 0.050. So it can be concluded that Ha1 is accepted and H01 is rejected, meaning that product quality directly has a positive and significant effect on consumer satisfaction. The direct and
positive influence of product quality has a tcount of 6,600 and a ttable value for ?= 0.05 with degrees of
freedom 100-1-1= 98 of 1.661, meaning tcount > ttable (6,600 > 1.661) with a significance of 0.000 <
0.050. So it can be concluded that Ha2 is accepted and H02 is rejected, meaning that product quality
directly has a positive and significant effect on repurchase interest. The direct and positive influence
of consumer satisfaction obtained a tcount of 3.753 and a ttable value for ?= 0.05 with degrees of
freedom 100-1-1= 98 of 1.661, meaning tcount > ttable (3.753 > 1.661) with a significance of 0.000 <
0.050. So it can be concluded that Ha3 is accepted and H03 is rejected, meaning that consumer
satisfaction directly has a positive and significant effect on repurchase interest. 4. recapitulation of the
results of the influence coefficient From the results of the path analysis test, it can be interpreted that
there is a direct influence of product quality on consumer satisfaction. This can be seen from the path
coefficient of 0.666 or 66.6%. There is an influence of product quality on repurchase interest both
directly and indirectly through consumer satisfaction. This can be seen from the direct path coefficient of
0.549 or 54.9% and the indirect effect of 0.207 or 20.7%. Apart from that, the total effect of these
three variables is 0.873 or 87.3%. There is a direct influence of consumer satisfaction on repurchase
interest. This can be seen from the path coefficient of 0.312 or 31.2%. The research results show that
the product quality variable has the largest direct influence on the repurchase interest variable compared
to other variables. This identifies that consumers tend to respond directly to the positive experiences they
feel when interacting with a product or service. Therefore,Increasing the repurchase interest variable can
be done by improving the quality of Scarlett body lotion products in the company which can be built
through proper consumer satisfaction within the company. 5. Sobel test output results The results of
calculating the statistical value of the Sobel test obtained a Zcount value of 3.46. The value of Zcount >
Ztabel (3.46 > 1.96), then these results prove that consumer satisfaction is able to significantly mediate
the influence of product quality on repurchase intention. Based on the results of the partial hypothesis
test and Sobel test, it can be seen that four (4) alternative hypotheses in this research were obtained,
which means that repurchase interest is determined by consumer satisfaction, where consumer
satisfaction can be built and improved by product quality.
Limitation: 1. By implementing the right strategy, Scarlett can improve consumer perceptions of its
products and strengthen the brand's position in the market, such as providing honest and transparent
information to consumers regarding the results of investigations, Offer compensation to consumers who
experience irritation, for example refunds or product replacements, Strengthen the quality control system
to prevent similar incidents from happening again in the future. 2. There are several factors that can cause
dissatisfaction, such as poor product quality, too high a price, or an unpleasant user experience. 3.
Given these problems, the company should improve product quality. Focus on developing products
that are safe, effective and appropriate to consumer needs. Provide honest and complete information
about products, including the ingredients used and potential side effects. And by conducting a thorough
evaluation and taking appropriate action, Scarlett can increase consumer satisfaction and improve brand
image. When a product such as Scarlett body lotion gets a low rating, it indicates there is a problem in
the user experience of the product. So there is room for improvement in product design, by conducting a
thorough evaluation and taking appropriate action, Scarlett can increase consumer satisfaction and
improve brand image. So companies need to conduct regular surveys to find out directly what obstacles
consumers have in using the product. For those who want to carry out further research, other variables
can be added that can influence repurchase interest, including price, promotion, competition, marketing
strategy, perceived value, trust. By considering these various variables, researchers can gain a clearer
understanding of the factorsFactors that influence interest in repurchasing Scarlett body lotion. A
multivariable approach will allow researchers to identify interactions between various variables and build
more accurate models. In order to obtain optimal results..
Originality: The research used a sample of 100 respondents determined using the Lemeshow formula
and selected through a random sampling method, with an unknown population. Ordinal data is converted
into interval data using the Method of Successive Interval (MSI). Data analysis uses descriptive analysis,
verification, Path Analysis, and Sobel Testand conducted on Djuanda Bogor University students
Keywords: Product Quality, Repurchase Intention, Consumer Satisfaction, Scarlett Whitening..