Digital marketing strategy and customer trust significantly influence repeat purchase intention of MS Glow products, according to a 2026 study by Suaharni Rahayu of Universitas Pamulang. Published in the International Journal of Finance and Business Management (IJFBM), the research shows that both variables together explain 74.1 percent of consumers’ intention to repurchase. The findings are important for Indonesia’s fast-growing beauty industry, where competition intensifies across digital platforms and consumer loyalty determines long-term survival.
Suaharni Rahayu conducted the study between January and May 2025, focusing on MS Glow customers in Pamulang, South Tangerang. The research captures the real behavior of urban consumers who actively shop through social media, marketplaces, and influencer-driven platforms. As digital interaction increasingly replaces in-store experience, understanding what truly drives repeat buying becomes critical for brands.
MS Glow is one of Indonesia’s leading local beauty brands known for aggressive digital campaigns. However, digital exposure alone does not automatically guarantee customer loyalty. Consumers may engage with online content yet hesitate to repurchase if trust in product quality, authenticity, or brand credibility is weak.
Digital Era and Beauty Market Competition
Indonesia’s beauty market has grown rapidly alongside internet penetration and social media use. Consumers now rely heavily on Instagram, TikTok, marketplaces, and online reviews before making decisions. Digital marketing enables brands to reach customers faster, personalize messages, and build communities.
At the same time, digital platforms also create skepticism. Fake products, misleading promotions, and exaggerated influencer claims can reduce consumer trust. In online cosmetic transactions, buyers cannot physically examine products before purchase. Trust becomes the foundation of loyalty.
Suaharni Rahayu from Universitas Pamulang explains that digital marketing increases awareness and interaction, but trust determines whether customers feel safe enough to buy again.
Research Method in Simple Terms
The study used a quantitative survey approach involving 100 MS Glow customers in Pamulang. The sample was selected from a population of 121,497 customers using the Slovin formula to ensure representativeness.
Respondents answered structured questionnaires measuring:
- Digital marketing exposure
- Customer trust toward MS Glow
- Repurchase intention
The data were analyzed using regression tests to measure how strongly digital marketing and trust influence repeat buying decisions.
All questionnaire items were validated and statistically reliable. The analysis confirmed that the data met normality and consistency requirements, ensuring robust conclusions.
Key Findings
The results show strong and statistically significant relationships.
1. Digital marketing significantly influences repurchase intention.
Digital marketing explains 59.1 percent of repeat purchase intention (R² = 0.591).
The statistical test shows a strong effect (t = 11.898; significance 0.001).
2. Customer trust has an even stronger impact.
Customer trust explains 70.5 percent of repurchase intention (R² = 0.705).
The influence is highly significant (t = 15.316; significance 0.001).
3. Combined influence is very strong.
When digital marketing and customer trust are analyzed together, they explain 74.1 percent of repurchase intention (Adjusted R² = 0.741).
The simultaneous test confirms a highly significant effect (F = 142.584; significance 0.001).
The regression equation shows that customer trust contributes more strongly than digital marketing in driving repeat purchases. This indicates that while online promotion attracts consumers, trust determines loyalty.
What the Findings Mean
The findings confirm that digital marketing works best when supported by strong customer trust. Promotional content, influencer collaborations, and social media campaigns must be accompanied by transparency and product consistency.
Suaharni Rahayu of Universitas Pamulang notes that digital communication increases engagement, but sustainable loyalty depends on credibility. Customers who believe the brand delivers what it promises are more likely to repurchase.
For MS Glow and similar cosmetic brands, the implications are clear:
- Provide transparent and accurate product information online.
- Ensure product quality matches digital claims.
- Strengthen customer service and responsiveness.
- Develop loyalty programs to encourage repeat buying.
The research recommends implementing digital retention strategies, such as reward systems or bundling programs for customers who make multiple purchases.
Broader Impact for Business and Industry
The study contributes to understanding consumer behavior in Indonesia’s digital economy. Beauty brands increasingly compete through content marketing and influencer endorsements. However, this research shows that trust remains the most decisive factor.
For small and medium enterprises (SMEs) in the cosmetics sector, building brand credibility can generate stronger loyalty than aggressive advertising alone. In the long run, trust reduces customer acquisition costs and increases lifetime value.
For marketers, the research supports the importance of relationship marketing in digital environments. Two-way communication, authentic testimonials, and transparent transactions strengthen customer confidence.
For academics, the study expands the literature on digital marketing and consumer loyalty by simultaneously testing digital marketing and customer trust as predictors of repurchase intention in a local Indonesian brand context.
Academic Insight
Suaharni Rahayu emphasizes that consumer trust plays a dominant role in repeat purchase decisions in digital contexts. She explains that when consumers feel secure about product authenticity and information credibility, their intention to repurchase increases significantly.
This insight aligns with established marketing theories that position trust as the foundation of long-term brand relationships.
Author Profile
Suaharni Rahayu, is a lecturer at Universitas Pamulang specializing in marketing management, digital marketing strategy, and consumer behavior. Her research focuses on digital transformation in Indonesian business and its impact on customer loyalty.
Source
Article Title: The Effect of Digital Marketing and Customer Trust on Repurchase Intention of Ms Glow Products
Journal: International Journal of Finance and Business Management (IJFBM), Vol. 4 No. 1
Year: 2026
DOI: https://doi.org/10.59890/ijfbm.v4i1.183
Publisher: JPN Multitech Publisher
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