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eISSN: 2582-8185 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in March 2026 (Volume 29, Issue 3) Submit manuscript

Intention to repurchase after a data leak on Tokopedia: Mediated by consumer forgiveness

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  • Intention to repurchase after a data leak on Tokopedia: Mediated by consumer forgiveness

Mohammad Allatas Muryanto * and Tulus Haryono

Department of Management, Universitas Negeri Sebelas Maret, Jl. Ir. Sutami No. 36, Surakarta, Indonesia.
 
Research Article
World Journal of Advanced Research and Reviews, 2022, 14(03), 551–559
Article DOI: 10.30574/wjarr.2022.14.3.0605
DOI url: https://doi.org/10.30574/wjarr.2022.14.3.0605
 
Received on 20 May 2022; revised on 21 June 2022; accepted on 23 June 2022
 
During a brand crisis, this research investigates the impact of brand super-recovery efforts and online brand community engagement (OBCE) on repurchase intention as mediated by consumer forgiveness. The data for this quantitative study was gathered from members of the Tokopedia community in Central Java. Partial Least Squares Structural Equation Modeling is the analytical technique used (PLS-SEM). The results indicate that brand super-recovery efforts and online brand community engagement (OBCE) influence repurchase intention directly or indirectly via the mediating variable of consumer forgiveness. The results indicate that when a brand crisis occurs, the presence of a brand super-recovery effort, online brand community engagement (OBCE), and consumer forgiveness can reduce the negative impact of a brand crisis and encourage customers to repurchase. This research results have significant implications for theory and practice.
 
Brand Super-Recovery Effort; Online Brand Community Engagement (OBCE); Repurchase Intention; Consumer Forgiveness
 
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2022-0605.pdf

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Mohammad Allatas Muryanto and Tulus Haryono. Intention to repurchase after a data leak on Tokopedia: Mediated by consumer forgiveness. World Journal of Advanced Research and Reviews, 2022, 14(3), 551-559. Article DOI: https://doi.org/10.30574/wjarr.2022.14.3.0605

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