Penelitian ini bertujuan u tuk mengetahui dan menganalisis pengaruh brand experience, brand image dan E-WOM terhadap minat pembelian ulang pada produk scarlett whitening. Penelitian ini menggunakan metode deskriptif verifikatif dengan pendekatan kuantitatif. Data primer dikimpulkan melalui kuesioner yang disebarkan kepada responden yang terdiri dari mahasiswa Universitas Kuningan Prodi manajemen angkatan 2021-2024. Sampel penelitian ini diambil dengan menggunakan metode purposive sampling, jumlah responden yang berpartisipasi dalam penelitian ini sebanyak 140 orang. Analisis data dilakukan dengan menggunakan teknik uji asumsi klasik, uji regresi berganda, analisis koefisien determinasi, uji hipotesis . berdasarkan hasil pengolahan data menggunakan SPSS For Windows Versi 25 menunjukan bahwa brand expeience, brand image dan E-WOM secara simultan berpengaruh terhadap minat pembelian ulang. Brand experience berpengaruh positif dan signifikan terhadap minat pembelian ulang. Brand image berpengaruh positif dan signifikan terhadap minat pembelian ulang. E-WOM berpengaruh positif dan signifikan terhadap minat pembelian ulang.
This study aims to determine and analyze the effect of brand experience, brand image and E-WOM on repurchase interest in scarlett whitening products. This study uses a descriptive verification method with a quantitative approach. Primary data was concluded through a questionnaire distributed to respondents consisting of students of the Kuningan University Management Study Program class of 2021-2024. The sample of this study was taken using purposive sampling method, the number of respondents who participated in this study was 140 people. Data analysis was carried out using classical assumption test techniques, multiple regression tests, coefficient of determination analysis, hypothesis testing. based on the results of data processing using SPSS For Windows Version 25, it shows that brand experience, brand image and E-WOM simultaneously affect repurchase interest. Brand experience has a positive and significant effect on repurchase interest. Brand image has a positive and significant effect on repurchase interest. E-WOM has a positive and significant effect on repurchase interest.