Pengaruh Kualitas Produk dan Brand Image Terhadap Minat Beli Ulang Produk Facial Wash MS Glow pada Generasi Z di Jakarta Selatan

The increasingly competitive skincare industry requires companies to maintain product quality and build a positive brand image in order to encourage consumers to make repeat purchases. Issues related to product quality and brand disputes that have affected the company’s image have become interesting phenomena to examine in relation to consumers’ repurchase intention. This study aims to determine the effect of product quality and brand image on the repurchase intention of MS Glow Facial Wash products among Generation Z in South Jakarta, both partially and simultaneously. This research employed a quantitative approach, with data collected through observation, documentation study, and questionnaires distributed to 97 respondents selected using purposive sampling. The data were analyzed using validity, reliability, classical assumption, t-test, F-test, coefficient of determination, dan multiple linear regression with the assistance of SPSS version 24. The results indicate that product quality and brand image have a positive and significant effect on repurchase intention, both partially and simultaneously. These findings indicate that maintaining product quality and strengthening a positive brand image are important factors in increasing consumers’ repurchase intention toward MS Glow Facial Wash products. MS Glow is advised to improve product quality, strengthen its brand image, and build consumer trust in order to increase repeat purchases.