Pengaruh Electronic Word of Mouth, Trust, dan Brand Ambassador terhadap Pembelian Ulang Produk Glad2Glow pada Marketplace

Abstract

This study aims to analyze and examine the influence of Electronic Word of Mouth, Trust, and Brand Ambassadors on the repurchase decision of Glad2Glow products on Marketplaces in Bireuen Regency. The background of this research is based on the phenomenon of shifting consumer shopping behavior towards digital platforms, which demands interactive marketing strategies to maintain customer loyalty amidst intense competition in the cosmetics industry. The research method employed is a quantitative approach with a correlational design. Data were collected by distributing questionnaires to 91 respondents who are consumers of Glad2Glow products in the Bireuen Regency area. Data analysis techniques include classic assumption tests, multiple linear regression analysis, and hypothesis testing through t-tests (partial) and F-tests (simultaneous) using SPSS software. The results of the partial data analysis indicate that the Electronic Word of Mouth variable has a positive and significant influence on repurchase intention (tcount 3.631 > ttable 1.663). Similarly, the Trust variable tcount 2.729 > ttable 1.663) and the Brand Ambassador variable are also proven to have a significant effect on consumer repurchase intention. Simultaneously, these three independent variables significantly influence the dependent variable with an Fcount value of 160.705, which is greater than the Ftable of 2.709 at a significance level of 0.000. These findings indicate that strengthening the credibility of digital reviews, consumer Trust, and the effectiveness of brand representation collectively serve as primary determinants in driving customer retention in the digital market.