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

Abstract

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.