The Effect of Negative Reviews on the TikTok App on Repurchase Intention via Brand Trust for Skincare Products in Bandung (A Study of Generation Z Consumers)

Adelia Putri; Edi Nurtjahjadi

doi:10.55927/fjmr.v5i8.124

Authors

Adelia Putri Jenderal Achmad Yani University
Edi Nurtjahjadi Jenderal Achmad Yani University

DOI:

https://doi.org/10.55927/fjmr.v5i8.124

Keywords:

Negative Reviews, Brand Trust, Repurchase Intention, TikTok, Generation Z

Abstract

Negative reviews are now a significant element influencing consumer behavior when buying skincare products due to the growing usage of social media, particularly TikTok. With brand trust acting as a mediating variable among Bandung's Generation Z customers, this study aims to investigate the impact of bad reviews on repurchase intention. A survey-based quantitative research design was used. 113 respondents who were chosen by purposive sampling were given questionnaires to complete in order to collect primary data. Regression analysis, the Sobel test, validity and reliability testing, and classical assumption tests were all performed on the data using SPSS version 26. The results show that negative reviews have a negative effect on brand trust, while brand trust has a positive effect on repurchase intention. Negative reviews do not have a direct effect on repurchase intention but exert an indirect effect through brand trust as a full mediation. These results highlight the importance for skincare brands of managing negative reviews on TikTok effectively to preserve brand trust and encourage consumers' repurchase intention.

References

Ananda Aulia, A., & Herawati, S. (2023). Pengaruh Kualitas Produk Terhadap Minat Beli Ulang yang Dimediasi oleh Kepuasan Konsumen. Jurnal Ekonomi, Bisnis, Manajemen Dan Akuntansi, 20(2), 73–89. https://doi.org/https://doi.org/10.26874/portofolio.v20i2.368

Andriani, Y. D., & Nurtjahjadi, E. (2025). The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City. American Journal of Economic and Management Business (AJEMB), 4(10), 1713–1724. https://doi.org/10.58631/ajemb.v4i10.330

Anggraeni Fista Titianingrum, A. A. (2024). The Influence of Online Reviews, Trust, and Risk Perception on Repurchase Intention on Online Shopping Sites. Futurity Economics&Law, 4(1), 108–124. https://doi.org/10.57125/fel.2024.03.25.07

Ayuwandani. (2025). The Effect of Online Customer Reviews , Brand Trust , and Customer Experience on Repurchase Intention : The Moderating Role of Augmented Reality. International Research Journal of Management, IT & Social Sciences, 12(5), 388–404. https://doi.org/https://doi.org/10.21744/irjmis.v12n5.2554

Bign, E., Ruiz-maf, C., & Badenes-rocha, A. (2023). The influence of negative emotions on brand trust and intention to share cause-related posts : A neuroscientific study. 157(December 2022). https://doi.org/10.1016/j.jbusres.2022.113628

Cisas.co.id. (2024). Data Penjualan Skincare di Indonesia. CISAS Beautypreneurs’ Trusted Partner. https://cisas.co.id/data-penjualan-skincare-di-indonesia/

Fahira, S. & Ernawadi, Y. (2024). Peran Customer Experience dalam Memediasi Pengaruh Online Innovation dan Service Quality terhadap Repurchase Intention (Studi pelanggan Grab Bike di Kota Bandung). COSTING : Journal of Economic, Business, Adn Accounting, 7(2), 2597–5234. https://doi.org/https://doi.org/10.31539/costing.v7i2.8589

Heim, S., Chan-Olmsted, S., Fantapié Altobelli, C., Fretschner, M., & Wolter, L. C. (2023). Exploring Trust in Media Brands Today: Definition, Dimensions and Cross-national Differences. JMM International Journal on Media Management, 25(1–2), 59–89. https://doi.org/10.1080/14241277.2024.2336266

Hersetyawati, E., Arief, M., Furinto, A., & Saroso, H. (2021). Analysis of The Influence of the Negative Electronic Word of Mouth and Its Effect on Repurchase Intention Mediated by Company Mitigation Responses 1 Introduction. Wseas Transactions Om Environment and Development, 17, 876–884. https://doi.org/10.37394/232015.2021.17.82

Istanbulluoglu, D., & Sakman, E. (2024). Successful complaint handling on social media predicts increased repurchase intention: The roles of trust in company and propensity to trust. European Management Journal, 42(1), 11–22. https://doi.org/10.1016/j.emj.2022.06.004

Jeffry, J., Mariatin, E., & Novliadi, F. (2023). Impact of Brand Trust on Repurchase Intention of Tokopedia. International Journal of Progressive Sciences and Technologies, 38(2), 397–401. https://doi.org/10.52155/ijpsat.v38.2.5335

Khan, I., & Fatma, M. (2023). CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust. Mdpi Sustainability, 15(4). https://doi.org/https://doi.org/10.3390/su15043409

Le, L. H., & Ha, Q. A. (2021). Effects of negative reviews and managerial responses on consumer attitude and subsequent purchase behavior: An experimental design. Computers in Human Behavior, 124(June), 106912. https://doi.org/10.1016/j.chb.2021.106912

Liu, X., Lin, J., Jiang, X., Chang, T., & Lin, H. (2024). eWOM Information Richness and Online User Review Behavior: Evidence from TripAdvisor. Journal of Theoretical and Applied Electronic Commerce Research , 19(2), 880–898. https://doi.org/10.3390/jtaer19020046

Maolana & Marliani. (2025). The Effect of Product Quality and Price Perception on Repurchase Intention Through Customer Satisfaction of Bata Shoes in Bandung Raya. International Journal of Environmental, 6(5), 914–924. https://doi.org/10.56127/jaemb.v1i2.239

Munuera-Aleman, J. L., Delgado-Ballester, E., & Yague-Guillen, M. J. (2003). Development and Validation of a Brand Trust Scale. International Journal of Market Research, 45(1), 1–18. https://doi.org/10.1177/147078530304500103

Purnapardi, M. S., & Indarwati, T. A. (2022). Pengaruh Product Quality dan Brand Image terhadap Repurchase Intention Produk Kosmetik Halal di E-commerce. Jurnal Ilmu Manajemen, 10(1), 136–147. https://doi.org/https://doi.org/10.26740/jim.v10n1.p136-147

Rahimova, S. (2025). Impact of online customer reviews on purchasing, repurchasing, and loyalty behaviours: A study on electronic products. International Journal of Business and Management (Ijbm), 4(2), 67–80. https://doi.org/10.56879/ijbm.v4i2.133

Richard Huaman‐Ramirez, Renaud Lunardo, A. V. (2022). How brand self‐disclosure helps brands create intimacy with customers: The role of information valence and anthropomorphism. Psychology & Marketing, 39(2), 460–477. https://doi.org/10.1002/mar.21609

Sansome, K., Conduit, J., & Wilkie, D. (2025). Acknowledging brand shortcomings: the interplay between negative disclosures, brand transparency, brand credibility, and word-of-mouth. Journal of Brand Management, 0123456789. https://doi.org/10.1057/s41262-025-00412-0

Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323. https://doi.org/10.1016/j.tourman.2010.12.011

Sun, K. A., & Moon, J. (2024). Relationships between Psychological Risk, Brand Trust, and Repurchase Intentions of Bottled Water: The Moderating Effect of Eco-Friendly Packaging. Sustainability (Switzerland) , 16(13). https://doi.org/10.3390/su16135736

Syahrizal, D., & Sigarlaki, F. F. (2024). Pengaruh Kualitas Produk dan Persepsi Harga terhadap Niat Beli Ulang yang di Mediasi oleh Kepuasan Pelanggan Minuman Siap Saji. Equilibrium Jurnal Ilmiah Ekonomi Manajemen Dan Akuntansi, 13(2), 369–384. https://doi.org/10.35906/equili.v13i2.2009

Wang, Y., Zhong, K., & Liu, Q. (2022). Let criticism take precedence: Effect of side order on consumer attitudes toward a two-sided online review. Journal of Business Research, 140(June 2020), 403–419. https://doi.org/10.1016/j.jbusres.2021.11.010

Zhang, J., & Huang, X. (2024). The Effect of Distrust Regulation and Trustworthiness Demonstration on Trust Repair in Responding to Online Negative Reviews. International Journal of English and Cultural Studies, 7(1), 15. https://doi.org/10.11114/ijecs.v7i1.6758