PENGARUH ELECTRONIC WORD OF MOUTH DAN CONSUMER BRAND ENGAGEMENT TERHADAP REPURCHASE INTENTION PADA KONSUMEN PRODUK SKINCARE SOMETHINC DI SHOPEE - Devinna Nursolihah Fitriani, - (2023)
Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth dan consumer brand engagement terhadap repurchase intention pada konsumen produk skincare Somethinc di Shopee. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif. Pengambilan sampel dilakukan dengan non-probability sampling dengan teknik accidental. Responden yang digunakan sebanyak 428 orang konsumen skincare Somethinc di Bandung. Instrumen yang digunakan dalam penelitian ini terdiri dari tiga skala yaitu: adaptasi Electronic Word of Mouth scale, Consumer Brand Engagement scale dan Repurchase Intention scale. Teknik analisis data yang digunakan pada penelitian ini adalah regresi linear berganda. Hasil pada penelitian ini menunjukkan terdapat pengaruh positif electronic word of mouth dan consumer brand engagement terhadap repurchase intention pada konsumen produk skincare Somethinc di Shopee. This research aims to determine the influence of electronic word of mouth and consumer brand engagement on repurchase intention among consumers of Somethinc skincare products on Shopee. The research employs a quantitative approach and utilizes non-probability sampling with an accidental respondent technique, used by 428 Somethinc skincare consumers in Bandung. The instruments used in this research consist of three scales: an adaptation of the Electronic Word of Mouth scale, the Consumer Brand Engagement scale and the Repurchase Intention scale. The data analysis technique used in this research is multiple linear regression. The results of this research show that there is a positive influence of electronic word of mouth and consumer brand engagement on repurchase intention among consumers of Somethinc skincare products on Shopee.