The Influence of Customer Bonding and Customer Satisfaction on the Repurchase Intention of Aesthetic Clinic DOC Customers

Indonesia's beauty industry is both prospective and extensive, with potential for market share expansion. This study aimed to examine the influence of Awareness, Identity, Relationship, and Satisfaction on customer repurchase interest at DOC Aesthetic Clinic, with a focus on understanding which factors most significantly drive satisfaction and purchasing behavior. This investigation employs a cross-sectional design and is observational. The sample of 186 customers was purposively selected, while the population of this investigation consisted of 1,085 customers. The data that was collected was subjected to multiple linear regression analyses. The research findings indicated that the majority of respondents were female (77.4%). The results of the multiple linear regression analysis indicate that there are variables that do not have an impact on repurchase interest. It partially indicates that the type of identity does not have an impact (p=0.414). Awareness (p=0.000) and relationship (p=0.000) are the variables that have an impact on repurchase interest. Repurchase interest is simultaneously influenced by the variables Customer Bonding and Patient Satisfaction (F=0.000). The coefficient of determination that results is 85.6%. Relationships are the most significant variable. The conclusion is that the relationship is the most significant factor influencing consumer bonding. It is advised that the DOC Clinic continue to provide the services it does to its consumers.