THE INFLUENCE OF REGULATION, ELECTRONIC WORD OF MOUTH, AND RELIGIOSITY ON THE REPURCHASE INTENTION OF UNILEVER PRODUCTS

Ely Farida, Rizal Ula Ananta Fauzi, Hendra Setiawan

Abstract


This study aims to analyze the influence of regulation, electronic word of mouth (E-WOM), and religiosity on repurchase intention of Unilever products in Madiun City. The research background is based on the increasing boycott movement against Unilever products, triggered by the issuance of MUI Fatwa No. 83/2023 and massive discussions on social media. The research employed a quantitative method with a survey approach. The sample consisted of 100 respondents who are Unilever consumers in Madiun City and were aware of the boycott campaign. Data were collected through questionnaires using Likert scales and analyzed with multiple linear regression. The findings indicate that regulation, E-WOM, and religiosity significantly affect repurchase intention both partially and simultaneously. The coefficient of determination (R²) of 0.612 suggests that 61.2% of repurchase intention variation can be explained by these three independent variables.


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