PENGARUH E-WOM NEGATIF TERHADAP MINAT BELI ULANG PRODUK PERAWATAN KULIT DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI

Wahyudi, Pipen (2025) PENGARUH E-WOM NEGATIF TERHADAP MINAT BELI ULANG PRODUK PERAWATAN KULIT DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI. Undergraduate thesis, Universitas Katolik Musi Charitas.

	Text EM-2025-2122135-summary_id.pdf Download (1MB)
	Text EM-2025-2122135-complate_id.pdf.pdf Download (5MB)

Abstract

This study aims to analyze the effect of negative E-WOM on the repurchase intention of local skin care products suspected of overclaiming, with brand image as a mediating variable. This study uses a quantitative approach with a survey method on 200 respondents obtained through purposive sampling. The research instrument consists of an online questionnaire analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results indicate that negative E-WOM has a positive effect on repurchase intention and brand image. Meanwhile, brand image has a positive effect on repurchase intention and mediates part of the relationship between negative E-WOM and repurchase intention. This study contributes theoretically to understanding the role of negative E-WOM in consumer behavior and provides practical implications for skin care industry players to be more proactive in managing consumer perceptions through responsive and trustworthy brand communication

Actions (login required)

View Item