Pengaruh Country Of Origin Dan E-Wom Terhadap Repurchase Intention Melalui Kepuasan Konsumen (Pada Konsumen Body Lotion Vaseline Di Kota Semarang)

Abstract

Judgment based on physical appearance is a major factor to consider nowadays. Research shows that those who are judged "Attractive" are often treated better in society than those who are judged "Less Attractive". Many people buy beauty products to take care of themselves, one of which is buying Vaseline body lotion. Vaseline is ranked 2nd in the 5 body lotion data based on market share. In addition, in the Top Brand Index, Vaseline experienced fluctuations, especially in 2020 where the index almost reached 10%. Products from developed countries are generally accepted by the public because they have a positive image of the developed country. The use of WOM also affects repurchase interest. Consumer satisfaction is also a bridge in consumer interest in repurchasing. This study focuses on the relationship between Country of Origin, E-WOM, Consumer Satisfaction, and Repurchase Intention among 100 Vaseline consumers in Semarang City. The results showed that Country of Origin and E-WOM significantly positively affect Consumer Satisfaction and Repurchase Intention, then Consumer Satisfaction mediates COO and E-WOM on Repurchase Intention. The advice that can be given is that Vaseline can increase customer satisfaction by improving its consumer survey system and equalizing the delivery of consumer surveys.

Keywords: Country of Origin; Electronic Word of Mouth; Customer Satisfaction; Repurchase Intention.

Penilaian berdasarkan tampilan fisik menjadi faktor utama yang perlu dipertimbangkan pada saat ini. Penelitian menunjukkan bahwa mereka yang dinilai “Menarik” sering kali diperlakukan lebih baik di masyarakat daripada mereka yang dinilai “Kurang Menarik”. Banyak masyarakat membeli produk kecantikan untuk merawat diri, salah satunya adalah membeli body lotion Vaseline. Vaseline menduduki peringkat 2 dalam data 5 body lotion berdasarkan market share. Selain itu, pada Top Brand Indeks, Vaseline mengalami fluktuasi terutama pada tahun 2020 di mana indeks hampir mencapai 10%. Produk-produk yang berasal dari negara maju umumnya diterima oleh masyarakat karena memiliki citra yang positif akan negara maju tersebut. Penggunaan WOM juga memengaruhi minat pembelian ulang. Kepuasan konsumen turut serta menjadi jembatan dalam minat konsumen untuk membeli ulang. Penelitian ini berfokus pada hubungan antara Negara Asal, E-WOM, Kepuasan Konsumen, dan Niat Beli Ulang di antara 100 konsumen Vaseline di Kota Semarang. Hasil penelitian menunjukkan bahwa Negara Asal dan E-WOM secara positif signifikan mempengaruhi Kepuasan Konsumen dan Niat Beli Ulang, kemudian Kepuasan Konsumen memediasi COO dan E-WOM terhadap Minat Beli Ulang. Adapun saran yang dapat diberikan adalah Vaseline dapat meningkatkan kepuasan konsumennya dengan meningkatkan sistem survei konsumennya dan memeratakan pemberian survei konsumen.

Kata Kunci: Country of Origin; Electronic Word of Mouth; Kepuasan Konsumen; Minat Beli Ulang.