PENGARUH REGULASI, ELECTRONIC WORD OF MOUTH (E-WOM), RELIGIUSITAS TERHADAP MINAT BELI ULANG PRODUK UNILEVER (Studi Kasus Konsumen Kota Madiun)

FARIDA, ELY (2025) PENGARUH REGULASI, ELECTRONIC WORD OF MOUTH (E-WOM), RELIGIUSITAS TERHADAP MINAT BELI ULANG PRODUK UNILEVER (Studi Kasus Konsumen Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the influence of regulation, electronic word of mouth (E-WOM), and religiosity towards repurchase intention of Unilever products in Madiun City, particularly in the context of the boycott movement sparked by the company's alleged affiliation with Israel. This research was motivated by the declining public repurchase intention of Unilever products due to increased social and religious awareness, as well as the massive dissemination of digital information. The research method used was quantitative with a survey approach using a questionnaire. The study sample was active consumers of Unilever products in Madiun City who had been exposed to the boycott issue. The data analysis technique used was multiple linear regression to test the simultaneous and partial effects of independent variables on the dependent variable. The results show that, partially, regulation in the form of MUI Fatwa No. 83 of 2023, negative E-WOM, and consumer religiosity significantly influence repurchase intention. Simultaneously, these three variables also significantly influence repurchase intention for Unilever products. This finding indicates that religious normative aspects and digital public opinion play a significant role in shaping consumer purchasing decisions, particularly on sensitive issues such as boycotts. This research provides strategic implications for companies to strengthen crisis communications, build value-oriented brand trust, and understand consumer sensitivities in socio-religious contexts.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Regulation, E-WOM, Religiosity, Repurchase Intention, Boycott, Unilever, MUI Fatwa, Madiun City.
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ELY FARIDA ELY
Date Deposited:	30 Oct 2025 06:25
Last Modified:	30 Oct 2025 06:25
URI:	http://eprint.unipma.ac.id/id/eprint/5713

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