Pengaruh Brand Trust terhadap Positive e-WOM: Peran Repurchase Intentions sebagai Variabel Mediasi

Zulfa Aulazzahra; RR Dyah Astarini; Daffa Athallah Pangestu

doi:10.31004/riggs.v4i4.4531

Authors

Zulfa Aulazzahra Universitas Trisakti
RR Dyah Astarini Universitas Trisakti
Daffa Athallah Pangestu Universitas Trisakti

DOI:

https://doi.org/10.31004/riggs.v4i4.4531

Keywords:

Brand Trust, Repurchase Intention, Positive e-WOM

Abstract

Perkembangan industri skincare yang sangat pesat di Indonesia mendorong persaingan merek yang semakin ketat, khususnya dalam membangun kepercayaan konsumen dan mendorong perilaku pembelian berulang. Di tengah tingginya paparan informasi digital, perilaku konsumen tidak hanya ditentukan oleh kualitas produk, tetapi juga oleh tingkat kepercayaan terhadap merek dan kecenderungan konsumen dalam menyebarkan rekomendasi positif melalui media digital. Namun, masih terbatas penelitian empiris yang mengkaji peran repurchase intention sebagai mekanisme psikologis yang menjembatani hubungan antara brand trust dan positive electronic word of mouth (e-WOM) dalam konteks produk skincare. Penelitian ini bertujuan untuk menganalisis pengaruh brand trust, repurchase intention, dan positive e-WOM dalam membentuk perilakukonsumen pada produk skincare. Sebanyak 239 responden berpartisipasi melalui teknik purposive sampling, dan data dianalisis menggunakan pendekatan structural equation modeling. Hasil penelitian menunjukkan bahwa brand trust berpengaruh positif terhadap repurchase intention dan positive e-wom,serta repurchase intention berpengaruh positif terhadap positive e-wom dan penelitian ini menunjukan bahwa repurchase intention mampu memediasi pengaruh brand trust terhadap positive e-wom. Temuan ini menegaskan bahwa kepercayaan konsumen terhadap merek tidak hanya meningkatkan repurchase intention, tetapi juga memicu perilaku rekomendasi positif di media digital.Penelitian selanjutnya disarankan untuk memperluas dengan variabel seperti customer satisfaction, brand engagement, atau perceived value untuk memberikan pemahaman yang lebih komprehensif mengenai pembentukan perilaku e-wom

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