The Role of Social Media Marketing and Product Characteristics on Increasing Consumer Satisfaction and Korean Skincare Products Repurchase Intention in Indonesia

Abstract

This study was conducted to determine the essential factors that affect the repurchase intentions of a Korean skincare product. The result of the study provides some valuable insights. According to the results, the most important factors which motivate any consumer of Korean skincare products to repurchase are social media marketing, skincare characteristics product, and consumer satisfaction. Using nonprobability sampling and questionnaires, it collected 211 Korean skincare users domiciled in Jakarta and who had more than one purchase. Analyzed using Structural Equation Modeling (SEM) and empirically tested using Partial Least Square (PLS). This study helps companies and marketers to understand consumer buying behaviour to create impactful e-business and marketing strategies. Research shows that social media marketing and product characteristics affect consumer satisfaction and encourage consumers to make repurchase decisions.