Kualitas Produk dan Brand Hate terhadap Non-Repurchase Intention yang Dimediasi Negative e-WOM pada Kosmetik Pinkflash
Abstract
Abstract
This study examines the effects of product quality and brand hate on non-repurchase intention, with negative Electronic Word of Mouth (negative e-WOM) as a mediating variable among Muslim women consumers of Pinkflash cosmetics in Kudus City. The study was motivated by a 2025 issue in which the Indonesian Food and Drug Authority (BPOM) identified several cosmetic products containing hazardous substances, including products from Pinkflash. The incident gained widespread attention on social media, triggering consumer complaints and negative information that affected public perceptions. This research employed a quantitative descriptive approach with explanatory research methods. The population consisted of Muslim women in Kudus City who had purchased Pinkflash cosmetics. Data were collected from 140 respondents using purposive sampling and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS 4.0). The results indicate that product quality has no significant effect on non-repurchase intention. Brand hate has a positive and significant effect on non-repurchase intention. Product quality negatively affects negative e-WOM, while brand hate positively affects negative e-WOM. Negative e-WOM positively influences non-repurchase intention. Furthermore, negative e-WOM does not mediate the relationship between product quality and non-repurchase intention but successfully mediates the relationship between brand hate and non-repurchase intention.
Keywords: Product Quality; Brand Hate; Negative E-WOM; Non-Repurchase Intention.
Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan brand hate terhadap non-repurchase intention, dengan negative electronic word of mouth (negative e-WOM) sebagai variabel mediasi pada konsumen muslimah kosmetik Pinkflash di Kota Kudus. Latar belakang penelitian ini berdasarkan adanya isu pada tahun 2025 bahwa BPOM RI menemukan beberapa produk yang mengandung bahan berbahaya dimana salah satu merk tersebut adalah Pinkflash. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan metode penelitian eksplanatori (explanatory research). Populasi penelitian adalah seluruh wanita muslimah yang berdomisili di Kota Kudus yang pernah membeli produk kosmetik Pinkflash. Peneliti menggunakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS 4.0). Teknik sampling yang digunakan non-probability dengan metode purposive sampling. Setelah melakukan penyebaran kuesioner, sebanyak 140 data responden terkumpul. Hasil penelitian menunjukkan bahwa kualitas produk tidak berpengaruh signifikan terhadap non-repurchase intention, namun berpengaruh negatif signifikan terhadap negative e-WOM. Brand hate terbukti berpengaruh positif signifikan terhadap non-repurchase intention maupun negative e-WOM. Negative e-WOM memiliki pengaruh positif signifikan terhadap non-repurchase intention. Pada pengujian mediasi, negative e-WOM tidak mampu memediasi pengaruh kualitas produk terhadap non-repurchase intention, namun terbukti memediasi secara parsial pengaruh brand hate terhadap non-repurchase intention.
Kata Kunci: Kualitas Produk; Brand Hate; Negative E-WOM; Non-Repurchase Intention.
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DOI: http://dx.doi.org/10.21043/jebisku.v4i3.6380
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