PENGARUH KUALITAS PRODUK DAN DESAIN KEMASAN TERHADAP NIAT BELI ULANG DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIASI (STUDI PADA PELANGGAN PENGGUNA CLAY MASK SKINTIFIC DI KOTA MALANG)

This study aims to analyze the effect of product quality and packaging design on repurchase intention with customer satisfaction as a mediating variable for customers who use Skintific Clay Mask in Malang City. This study uses a quantitative approach with a survey method through distributing questionnaires to 140 respondents who have used the product at least once in the last three months. The data were analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method to test the relationship between variables. The results showed that product quality and packaging design have a positive and significant effect on repurchase intentions, both directly and through customer satisfaction play an important role in encouraging repeat purchases. Thus, it is recommended that companies continue to improve product quality and innovation in packaging design to maintain and increase customer satisfaction and strengthen competitiveness in the market.