Repurchase Intention after Viral Food Safety-Related Concerns: The Mediating Role of Brand Trust in Online Customer Review and Product Quality

Made Pradnyan Permana Usadi; I Komang Oka Permadi

doi:10.55927/ijabm.v5i3.18

Authors

Made Pradnyan Permana Usadi Universitas Mahasaraswati Denpasar
I Komang Oka Permadi Universitas Mahasaraswati Denpasar

DOI:

https://doi.org/10.55927/ijabm.v5i3.18

Keywords:

brand trust, product quality, online customer review, repurchase intention, food safety concern

Abstract

This study examines repurchase intention toward Bika Ambon Ci Mehong after viral food safety-related concerns by analyzing online customer review, product quality, and brand trust. A quantitative survey was conducted with 112 respondents and analyzed using PLS-SEM. The results show that online customer review and product quality positively affect both brand trust and repurchase intention. Brand trust also positively influences repurchase intention. Furthermore, brand trust partially mediates the effects of online customer review and product quality on repurchase intention. These findings indicate that repurchase intention is shaped not only by favorable reviews and perceived product quality, but also by trust restoration after food safety concerns.

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