Pengaruh Brand Awareness, Kepercayaan Konsumen dan Affiliate Marketing terhadap Minat Beli Ulang pada Produk Lunare Perfume di Marketplace Shopee Surabaya

Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness, customer trust, dan affiliate marketing terhadap Minat beli ulang pada produk Lunare Perfume di marketplace Shopee Surabaya, dengan latar belakang meningkatnya persaingan bisnis parfum di e-commerce yang menuntut pelaku usaha untuk mempertahankan konsumen melalui peningkatan Minat beli ulang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana sampel penelitian adalah konsumen yang pernah membeli produk Lunare Perfume di Shopee Surabaya, dengan teknik pengambilan sampel menggunakan purposive sampling berdasarkan kriteria pernah melakukan pembelian minimal satu kali. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode regresi linier berganda dengan bantuan perangkat lunak statistik. Hasil penelitian menunjukkan bahwa secara parsial brand awareness, kepercayaan konsumen, dan affiliate marketing masing-masing berpengaruh positif dan signifikan terhadap Minat beli ulang, serta secara simultan ketiga variabel tersebut juga berpengaruh signifikan terhadap Minat beli ulang konsumen, dengan Brand awareness sebagai variabel yang paling dominan. Implikasi penelitian ini menunjukkan bahwa pelaku usaha perlu meningkatkan strategi pemasaran melalui penguatan brand awareness, pembangunan kepercayaan konsumen, serta optimalisasi affiliate marketing guna meningkatkan Minat beli ulang konsumen.

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This study aims to analyze the influence of brand awareness, consumer trust, and affiliate marketingon repurchase intention of Lunare Perfume products in the Shopee marketplace in Surabaya, based on the increasing competition in the perfume business within e-commerce that requires businesses to retain customers by enhancing repurchase intention. This research employs a quantitative approach using a survey method, where the population consists of consumers who have previously purchased Lunare Perfume on Shopee in Surabaya, with the sampling technique using purposive sampling based on the criterion of having made at least one purchase. Data were collected through questionnaires and analyzed using multiple linear regression methods with the assistance of statistical software. The results indicate that partially, brand awareness, consumer trust, and affiliate marketing each have a positive and significant effect on repurchase intention, and simultaneously, all three independent variables significantly influence consumers’ repurchase intention, Brand awareness being the most dominant variable. The implications of this study suggest that businesses need to enhance marketing strategies by strengthening brand awareness, building consumer trust, and optimizing affiliate marketing to increase consumers’ repurchase intention.