PERAN BRAND EQUITY MEMEDIASI PENGARUH COUNTRY OF ORIGIN TERHADAP REPURCHASE INTENTION KONSUMEN WARDAH BEAUTY COSMETIC - Lisna Putri, Ni Kadek Dwik; Purnami, Ni Made (E-Jurnal Manajemen, 2024)
Kebutuhan akan produk kosmetik saat ini semakin berkembang dari waktu ke waktu sehingga kosmetik sudah menjadi kebutuhan primer. Produk kosmetik yang paling banyak digunakan di Indonesia yaitu Wardah. Penelitian ini bertujuan untuk menguji dan menjelaskan peran brand equity memediasi pengaruh country of origin terhadap repurchase intention pada konsumen Wardah beauty cosmetic di Kota Denpasar. Sampel dalam penelitian ini sebanyak 130 responden. Pengumpulan data dilakukan melalui penyebaran kuesioner. Data yang terkumpul dianalisis dengan uji asumsi klasik, path analysis , dan pengujian peran mediasi. Hasil dari penelitian ini menunjukkan country of origin berpengaruh positif dan signifikan terhadap repurchase intention , country of origin berpengaruh positif dan signifikan terhadap brand equity , brand equity berpengaruh positif dan signifikan terhadap repurchase intention , dan brand equity mampu memediasi secara parsial ( complementary partial mediation ) pengaruh country of origin terhadap repurchase intention pada konsumen Wardah beauty cosmetic di Kota Denpasar. Implikasi teoritis hasil penelitian ini mendukung teori perilaku konsumen bahwa jika perilaku konsumen dalam menumbuhkan minat beli ulang dipengaruhi oleh berbagai informasi yang diterima. Implikasi praktis jika persepsi konsumen terhadap country of origin produk merek Wardah baik maka brand equity akan baik sehingga dapat meningkatkan repurchase intention .   The need for cosmetic products is increasingly developing over time, making cosmetics a primary necessity. One of the most widely used cosmetic products in Indonesia is Wardah. This study aims to test and explain the role of brand equity in mediating the influence of country of origin on repurchase intention among Wardah beauty cosmetic consumers in Denpasar City. The sample in this study was 130 respondents. Data was collected through a questionnaire. The collected data was analyzed using classical assumption tests, path analysis, and mediation role tests. The results of this study show that country of origin has a positive and significant effect on repurchase intention, country of origin has a positive and significant effect on brand equity, brand equity has a positive and significant effect on repurchase intention, and brand equity is able to partially mediate (complementary partial mediation) the effect of country of origin on repurchase intention among Wardah beauty cosmetic consumers in Denpasar City. The theoretical implications of the findings of this study support consumer behavior theory. Practical implications if consumer perception of the country of origin of Wardah brand products is good, then brand equity will be good, which can increase repurchase intention.