Analysis of The Influence of the Negative Electronic Word of Mouth and Its Effect on Repurchase Intention Mediated by Company Mitigation Responses

Abstract

The purpose of this study was to determine the Negative Effect Of Electronic Word Of Mouth (NeWOM) on Repurchase Intention (RI) mediated by Company Mitigation Responses (CMR) on energy drinks products in Indonesia. This research method using quantitative research with the sampling technique in this study using a purposive random sampling technique. The sample obtained in this study amounted to 140 samples. The results showed that the negative variable brand experience sharing did not have a significant effect on negative electronic words of mouth, the negative variable electronic reviews had a significant effect on negative electronic words of mouth, and the negative variable electronic words of mouth had a significant effect on repurchase intentions, social variables. Networking has been shown to mediate the negative variable brand experience sharing on negative electronic word of mouth and the intensity variable use of social networking sites has also been shown to successfully mediate the effect of negative electronic reviews on negative electronic word of mouth. For further research, in order to be able to examine in a wider research context and in a larger sample of big cities. In addition, future research can embrace aspects related to other attributes of other branded products such as features, price, quality, and social attributes to provide greater insight into consumer behavior.