FLASH SALE ON SKINCARE SKINTIFIC REPURCHASE DECISIONS MEDIATE BY CUSTOMER SATISFACTION

Abstract

This study aims to analyze the influence of flash sales on repurchase decisions with customer satisfaction among consumers of Skintific skincare products on Shopee by Gen Z. The population in this study is all consumers of Skintific skincare products on Shopee whose number is not known for certain. The sample of this study is 100 respondents who were taken through a purposive sampling technique. The instrument test in this study uses a validity test and a reliability test. The data analysis method uses a structural equation analysis model Equation Modeling (SEM) with SmartPLS software version 3.29. The results of the study show that flash sales do not affect repurchase decisions, flash sales do not affect customer satisfaction, and customer satisfaction has a positive and significant effect on repurchase decisions of Skintific skincare products on Shopee by Gen Z.