The Impact of Trust and Negative E-WOM on Repurchase Intention: The Mediating Role of Satisfaction on Clarification: Study of Misleading Green Marketing on Disposable Gallon

Audriana Septiani Lo, Heriyadi Heriyadi, Bintoro Bagus Purmono

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Penelitian ini mengkaji pengaruh kepercayaan dan e-WOM negatif terhadap niat pembelian kembali, dengan kepuasan atas klarifikasi sebagai variabel mediasi. Isu ini muncul dari pemasaran hijau yang menyesatkan dari galon sekali pakai Le Minerale. Oleh karena itu, penelitian ini mengidentifikasi faktor-faktor yang memengaruhi niat pembelian kembali galon sekali pakai Le Minerale. Data dikumpulkan melalui kuesioner Google Form online dan dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan SmartPLS v4.0 dan bootstrapping untuk mediasi. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan 200 responden. Hasil penelitian ini menunjukkan bahwa Kepercayaan memiliki pengaruh positif dan signifikan terhadap Kepuasan atas Klarifikasi dan Niat Pembelian Kembali. Di sisi lain, E-WOM Negatif memiliki pengaruh negatif dan tidak signifikan terhadap Kepuasan atas Klarifikasi, tetapi E-WOM Negatif memiliki pengaruh negatif dan signifikan terhadap Niat Pembelian Kembali. Selain itu, Kepuasan atas Klarifikasi terbukti memediasi pengaruh antara Kepercayaan dan Niat Pembelian Kembali, tetapi tidak signifikan dalam memediasi hubungan antara E-WOM Negatif terhadap Niat Pembelian Kembali. Temuan ini menegaskan bahwa kepercayaan, e-WOM negatif, dan kepuasan atas klarifikasi memainkan peran penting dalam meningkatkan niat pembelian kembali, terutama setelah suatu merek terlibat dalam pemasaran hijau yang menyesatkan.

 

Kata Kunci: Kepercayaan, E-WOM negatif, Kepuasan terhadap Klarifikasi, Niat Pembelian Ulang.


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DOI: https://doi.org/10.37531/yume.v9i2.11413

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