Enhancing Repurchase Intention through Customer Satisfaction: The Role of Brand Image and After-Sales Service

The local skincare industry in Indonesia is facing increasing challenges in building customer loyalty amid intense market competition. This study aims to examine the influence of brand image and after-sales service on customer satisfaction and its implication for repeat purchase decisions of DDBeauty products by PT. Kiara BeautyMed. Employing a quantitative approach with an explanatory research design, this study highlights the role of consumer perception regarding brand value and post-purchase services as key drivers of sustained consumer behavior. Customer satisfaction is positioned as a mediating variable that reinforces the link between initial perception and repeated buying actions. Findings reveal that while both brand image and after-sales service significantly affect customer satisfaction, they do not directly influence repurchase behavior without satisfaction being achieved. This underscores the mediating role of satisfaction in establishing customer loyalty. The results provide practical implications for businesses to prioritize holistic customer experience strategies, ranging from brand perception to high-quality after-sales service.