Pengaruh Product Crisis Terhadap Repurchase Intention dengan Brand Trust Sebagai Variabel Mediasi: Studi pada Pengguna Eyeshadow Pinkflash di Surabaya

Abstrak

This study aims to analyze the impact of a product crisis on repurchase intention, with brand trust serving as a mediating variable, among Pinkflash eyeshadow users in Surabaya. An explanatory quantitative approach was employed, utilizing a sample of 151 respondents selected through purposive sampling. Data were collected via questionnaires and analyzed using the Partial Least Squares (PLS) method. The results indicate that a product crisis does not significantly affect brand trust; this suggests that consumers maintain their trust in the brand based on usage experience, brand reputation, and confidence in the company's ability to manage crises. However, a product crisis has a significant negative impact on repurchase intention, meaning that the higher the consumer's perception of the product crisis, the lower their intention to repurchase. The study also finds that brand trust has a significant positive effect on repurchase intention, highlighting brand trust as a crucial factor in driving repeat purchases. Furthermore, brand trust does not mediate the impact of a product crisis on repurchase intention; thus, the crisis affects repurchase intention directly, rather than through a prior decline in brand trust. This finding represents a novel contribution, demonstrating that the consumer decision not to repurchase is driven more by perceived risk, concerns regarding product safety, the availability of safer alternatives, and the influence of negative public sentiment than by changes in the level of brand trust.