PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP MINAT BELI ULANG PADA PRODUK VIRAL (Studi Konsumen Produk Skincare Skintific 5x Ceremide BarrierMoisturizer Gel di Kota Malang)

This study aims to analyze the effect of Brand Image and Brand Awareness on Repurchase Intention of the viral skincare product Skintific 5X Ceramide Barrier Moisturizer Gel in Malang City. This research is an explanatory study with a quantitative approach. Data were collected through questionnaires distributed to 100 respondents who were consumers of Skintific products in Malang City using a purposive sampling technique. Data analysis was conducted using multiple linear regression analysis with the assistance of SPSS version 31, including validity and reliability tests, classical assumption tests, F-test, t-test, and coefficient of determination analysis. The results show that Brand Image and Brand Awareness simultaneously have a significant effect on Repurchase Intention, as indicated by an F-value of 8.868 which is greater than the F-table value of 3.09, with a significance level of < 0.001. Partially, Brand Awareness has a positive and significant effect on Repurchase Intention, with a regression coefficient of 0.331 and a significance value of < 0.001. Meanwhile, Brand Image does not have a significant effect on Repurchase Intention, as indicated by a significance value of 0.612. The coefficient of determination (Adjusted R²) of 0.137 indicates that Brand Image and Brand Awareness explain 13.7% of the variation in Repurchase Intention, while the remaining 86.3% is influenced by other factors outside the research model. These findings indicate that Brand Awareness is the main factor influencing consumers’ repurchase intention, while Brand Image does not directly have a significant effect. Therefore, companies are advised to focus marketing strategies on strengthening brand awareness to enhance consumers’ repurchase intention.