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

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