Pengaruh Electronic Word of Mouth Dan Kualitas Produk Terhadap Repurchase Intetion yang Dimediasi oleh Kepuasan Konsumen Pada Kosmetik Wardah
Published:
2026-10-20Abstract
This study aims to analyze the influence of Electronic word of mouth (e-WOM) and product quality on the repurchase intention of Wardah cosmetics among students of the Faculty of Economics and Business, Universitas Negeri Makassar. Furthermore, this study aims to understand the role of consumer satisfaction in mediating the effects of e-WOM and product quality on repurchase intention. This study uses a quantitative approach with an explanatory design through a cross-sectional survey method. The research population consists of all students from the Faculty of Economics and Business, Universitas Negeri Makassar, who have purchased and used Wardah cosmetics. The sample size was determined using a non-probability sampling technique with a purposive sampling method. Data were collected via structured questionnaires and analyzed using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method with SmartPLS software. The results of the study based on hypothesis testing indicate that: (1) Electronic word of mouth a positive and significant effect on repurchase intention; (2) Product quality has a positive and significant effect on repurchase intention; (3) Electronic word of mouth has a positive and no significant effect on consumer satisfaction; (4) Product quality has a positive and significant effect on consumer satisfaction; (5) Consumer satisfaction has a positive and significant effect on repurchase intention; (6) Consumer satisfaction mediates the effect of Electronic word of mouth on repurchase intention; and (7) Consumer satisfaction mediates the effect of product quality on the repurchase intention of Wardah cosmetics among Faculty of Economics and Business, Universitas Negeri Makassar students
Keywords:
Consumer Satisfaction Electronic word of mouth Product Quality Repurchase Intention WardahReferences
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Copyright (c) 2026 Winda Lestari, Muhammad Ilham Wardhana Haeruddin, Ilma Wulansari Hasdiansa, Siti Hasbiah, Hasnidar
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