Published: 2026-06-01
Overclaim Clarification: The Influence Of Perceived Risk And Online Customer Review On Repurchase Intention Through Brand Trust In The Originote
DOI: 10.35870/jemsi.v12i3.6490
Abstract
The beauty industry in Indonesia has experienced rapid growth, many brands use marketing strategies by highlighting products percentage claims. However, overclaim issues have emerged as experienced by The Originote and caused a shift in brand positioning and trust. In response, The Originote implemented clarification and product reformulation to restore trust and repurchase intention. This study aims to identify factors influencing repurchase intention by using perceived risk, online customer review, and brand trust. The research using Stimulus–Organism–Response Theory. A quantitative approach was employed using a survey method, and data were analyzed using SmartPLS version 4.0. The study involved 200 respondents who were consumers of The Originote. The findings reveal that perceived risk and online customer reviews have a significant influence on brand trust and repurchase intention. Additionally, brand trust has a positive and significant effect on repurchase intention and serves as a mediating variable between the independent variables on repurchase intention. These results highlight the crucial role of perceived risk, online customer reviews, and brand trust in shaping repurchase intention in the beauty industry facing overclaim issues. This study provides practical and theoretical contributions for companies in developing effective marketing strategies and managing long term consumer and brand relationships.
Keywords
Brand Trust; Online Customer Review; Perceived Risk; Repurchase Intention; The Originote
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 12 No. 3 (2026)
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Section: Articles
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Published: 2026-06-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/jemsi.v12i3.6490
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Livia Deviana, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
Heriyadi Heriyadi, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
Bintoro Bagus Purmono, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
Wenny Pebrianti, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
Ahmadi Ahmadi, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
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