The Influence of Online Customer Reviews and Customer Trust on Repurchase Intention for Skintific Products in South Tambun

Abstract

This study investigates how online customer reviews and customer trust shape consumers' intentions to repurchase Skintific products in South Tambun. The research was designed using a quantitative approach, with primary data gathered through an online questionnaire distributed to Skintific consumers who met predetermined criteria. Because the exact population size was unknown, the sample was selected through non-probability sampling with a purposive sampling technique. A total of 105 valid responses were obtained based on the Hair formula. The data were processed using SPSS version 26 through validity and reliability testing, normality testing, multiple linear regression, partial hypothesis testing, and coefficient of determination analysis. The findings reveal that online customer reviews do not significantly encourage repurchase intention among Skintific consumers in the study area. In contrast, customer trust has a positive and significant effect on repurchase intention. These results indicate that repeat purchasing is more strongly driven by consumers' confidence in the brand, product quality, and previous experience than by the reviews they read online. Therefore, Skintific should prioritize efforts to strengthen consumer trust while continuing to manage online reviews as a supporting element in shaping consumer perceptions.