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.

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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

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Negative e-WOM, Brand Image, Repurchase Intention
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
H Social Sciences > HS Societies secret benevolent etc
H Social Sciences > HT Communities. Classes. Races
L Education > LB Theory and practice of education
L Education > LC Special aspects of education > LC5201 Education extension. Adult education. Continuing education
Divisions: Theses - S1 > Management Study Program
Depositing User: Pipen wahyudi
Date Deposited: 26 Sep 2025 02:08
Last Modified: 07 Nov 2025 07:24
URI: http://eprints.ukmc.ac.id/id/eprint/14653

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