Repurchase intention in beauty clinics: integrating service quality, price fairness, influencer credibility, and brand trust

This study examines the determinants of repurchase intention in the beauty clinic industry by developing an integrated framework linking perceived service quality, perceived price fairness, and influencer credibility with brand trust, and by testing brand trust as a mediating mechanism. Survey data were collected from 360 beauty clinic consumers in the Jabodetabek metropolitan area, Indonesia, using purposive sampling. The proposed model was tested using covariance-based structural equation modelling (SEM) with AMOS, with bootstrapping used to assess the mediating role of brand trust. Perceived service quality, perceived price fairness, and influencer credibility each had significant positive effects on brand trust and repurchase intention (all p < 0.05). Perceived service quality was the strongest predictor of brand trust (β = 0.399), while perceived price fairness was the strongest direct predictor of repurchase intention (β = 0.332). Brand trust significantly influenced repurchase intention (β = 0.296) and partially mediated all three antecedents, most strongly for perceived service quality (indirect β = 0.117). The model explained 30.6% of variance in brand trust and 33.1% in repurchase intention. Findings are based on consumers in greater Jakarta and may not generalise to other regions or service industries; future research should test the framework longitudinally and across cultural and service contexts. Beauty clinic managers should prioritise service quality, given its strongest influence on brand trust, maintain transparent pricing, and select influencers for expertise and authenticity rather than reach. This study is among the first to integrate service-based, price-based, and digital-influence antecedents within a single trust-mediated model, shifting the dominant explanatory mechanism from customer satisfaction toward brand trust in high-involvement service settings.