The Influence of Electronic Word of Mouth and Perceived Product Quality on Repurchase Intention of Marcks Loose Powder Products in Bandung Regency

Mulkiah Mulkiah; Faizal Fardhani Sigarlaki

doi:10.55927/eajmr.v5i8.261

Authors

Mulkiah Mulkiah Jenderal Achmad Yani University
Faizal Fardhani Sigarlaki Jenderal Achmad Yani University

DOI:

https://doi.org/10.55927/eajmr.v5i8.261

Keywords:

Electronic Word of Mouth, Perceived Product Quality, Repurchase Intention

Abstract

This research aims to determine the influence of digital referral communication together with perceived product quality on repurchase intention amongst users of Marcks loose powder in Bandung Regency. This study expands the empirical evidence regarding the factors influencing repurchase intention by testing these two variables amongst users of Marcks loose powder. The study employed a numerical methodology utilizing a snapshot-style survey framework. Data were were acquired via an organized questionnaire administered to 120 consumers’ who had previously purchased and used Marcks loose powder, using purposive sampling. The collected data were analysed employing summary statistics and multifactorial regression analysis facilitated by IBM SPSS version 27. The findings imply that digital referral communication and interpreted item excellence each exert a positive and substantial effect, in both instances partially and simultaneously, on repurchase intention.

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