Bandung — Positive online reviews and consumers’ perceptions of product quality have been shown to encourage repurchase intention for Marcks loose powder in Bandung Regency. The finding was reported by Mulkiah and Faizal Fardhani Sigarlaki from the Faculty of Economics and Business, Jenderal Achmad Yani University, through a study involving 120 consumers who had previously purchased and used Marcks loose powder. The results show that digital consumer communication and perceived product quality both have positive effects on consumers’ decisions to purchase the product again.
Changes in consumer behavior in the cosmetics industry have made user experiences and information circulating online increasingly important. Consumers can now access reviews, usage experiences, recommendations, and product evaluations before making purchasing decisions. This makes electronic word of mouth (e-WOM) an important source of information that can influence purchasing behavior.
Marcks loose powder is an interesting product to examine because it has been known in Indonesia for decades. Produced by PT Kimia Farma, the product has been recognized by Indonesian consumers since the 1970s and 1980s. However, Top Brand Index data show a decline in Marcks’ position in the loose powder category. Its index fell from 20.60 percent in 2021 to 11.20 percent in 2025. During the same period, Wardah reached 14.80 percent and Make Over 12.70 percent. The decline reflects changing consumer preferences and challenges for the brand in maintaining repurchase interest.
In this situation, consumer experiences shared online can influence both potential buyers and existing users. Positive reviews about product benefits, usage experiences, and reliability can strengthen consumer confidence. At the same time, perceived product quality remains an important consideration because consumers are more likely to repurchase when product performance meets their expectations.
Mulkiah and Faizal Fardhani Sigarlaki used a quantitative survey approach. The study involved 120 Marcks loose powder consumers in Bandung Regency who had previously purchased and used the product. Respondents were selected through purposive sampling. Data were collected using a questionnaire containing 19 statements measured on a five-point Likert scale and analyzed using IBM SPSS version 27.
The researchers first ensured that the research instrument was suitable for measuring the variables. Pearson Product-Moment validity testing and Cronbach’s Alpha reliability testing were conducted. One indicator of electronic word of mouth failed to meet the validity criterion and was therefore removed, while the remaining indicators were considered valid and reliable. The analysis then continued with assumption testing, multiple linear regression, and t- and F-tests.
The findings show that electronic word of mouth has a positive and significant effect on repurchase intention. The regression coefficient reached 0.217, with a t-value of 7.826 and a significance level of 0.000. This means that more positive information and reviews about Marcks loose powder received through digital platforms are associated with a greater tendency among consumers to repurchase the product.
A stronger effect was found for perceived product quality. The regression coefficient reached 0.330, with a t-value of 18.635 and a significance level of 0.000. This result indicates that consumers who perceive the product as meeting their expected quality are more likely to intend to purchase it again. Such perceptions can involve product performance, durability, and consumers’ overall experience when using Marcks loose powder.
When electronic word of mouth and perceived product quality were tested simultaneously, both variables also showed a positive and significant effect on repurchase intention. An F-statistic of 3.07 with a significance level of 0.000 indicates that consumers’ decisions to repurchase are influenced not only by information obtained online but also by their evaluation of product quality. Positive reviews combined with product performance that meets consumer expectations can strengthen satisfaction and encourage repeat purchases.
The findings offer important implications for the cosmetics industry. Consumers do not only consider how a brand promotes its products. They also pay attention to other users’ experiences and the quality they personally perceive. Therefore, digital reputation and product quality need to be managed together.
For PT Kimia Farma as the producer of Marcks, the findings provide a basis for strengthening digital communication strategies. The company can encourage consumers to share positive experiences across digital platforms, increase social media interaction, and actively manage customer reviews. These efforts can build consumer trust while expanding the circulation of positive information about the product.
At the same time, improving product quality remains essential for retaining consumers. The researchers recommend strengthening quality control, improving packaging, and enhancing product attributes that matter to consumers. Combining positive digital experiences with product quality that meets consumer expectations is expected to strengthen repurchase intention and help Marcks remain competitive in the cosmetics market.
The study also has limitations. Respondents came from several areas of Bandung Regency, and most were aged 17–25 years. Future research is therefore encouraged to involve consumers with more diverse demographic characteristics and broader geographical coverage. The researchers also recommend improving the electronic word of mouth measurement instrument, particularly the negative-review indicator that did not meet the validity criterion.
Mulkiah and Faizal Fardhani Sigarlaki concluded that electronic word of mouth and perceived product quality are important factors in increasing consumers’ intention to repurchase Marcks loose powder. The findings indicate that retaining consumers in the cosmetics industry requires a combination of positive digital communication and product quality capable of meeting user expectations.
Authors
Mulkiah — Jenderal Achmad Yani University
Faizal Fardhani Sigarlaki — Jenderal Achmad Yani University
Research Source
Title: The Influence of Electronic Word of Mouth and Perceived Product Quality on Repurchase Intention of Marcks Loose Powder Products in Bandung Regency
Journal: East Asian Journal of Multidisciplinary Research (EAJMR), Vol. 5 No. 8, 2026, pages 3231–3246.
DOI: https://doi.org/10.55927/eajmr.v5i8.261
Journal Link: https://journaleajmr.my.id/index.php/eajmr
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