Pengaruh Perceived Deception, Advertising Credibility, Dan Product Quality Terhadap Repurchase Intention Mahasiswa Generasi Z Pada Produk Skincare

This study aims to analyze the effect of perceived deception, advertising credibility, and product quality on repurchase intention among Generation Z student as skincare consumers. The sample was selected using purposive sampling based on specific criteria, resulting in 106 respondents. Primary data were collected through questionnaires. This research applied a quantitative approach using multiple linier regression analysis processed with SPSS 27. The result indicate that perceived deception and advertising credibility do not significantly affect repurchase intention. In contrast, product quality has a positive and significant effect on repurchase intention. These findings suggest that product quality is the main factor influencing Generation Z students in making repeat purchases of skincare products. Keyword: Perceived Deception, Advertising Credibility, Product Quality, Repurchase Intention