Mediation of Customer Trust: The Effect of Product Variety and E-WOM on Repurchase Intention

Abstract

Increasingly dynamic lifestyles and high social expectations have driven personal appearance to become a priority. As a result, the use of cosmetics and skincare products, especially among young professionals, has increased rapidly. An attractive appearance is now seen as the most important asset affecting self-confidence. SKINTIFIC, as one of the leading skincare and cosmetics brands, faces the challenge of increasing customer repurchase interest through product variations and electronic word of mouth (E-WOM). This study aims to analyze the effect of product variety and electronic word of mouth (E-WOM) on repurchase intention, with customer trust as a mediator. The research was conducted in Jepara using quantitative methods and purposive sampling techniques with PLS-SEM to process data from 144 respondents who have purchased SKINTIFIC products. The research shows that product variety and E-WOM both contribute positively to customer intention to repurchase. E-WOM has a stronger influence than product variety in building customer trust. Customer trust plays an important role as a mediator that can improve the relationship between product variations and E-WOM variables on repurchase intention. Based on the research results, companies need to pay attention to product variation strategies that are innovative and relevant to consumer needs and further strengthen e-WOM through positive reviews and customer trust.