Product Completeness and Digital Promotion in Increasing Repurchase Intention: The Mediating Role of e-WOM at New Central
Abstract
This study aims to analyze the effect of product completeness and digital promotion on repurchase intention with electronic word of mouth (eWOM) as a mediating variable at New Central Stationery & Cosmetics in Palu City. This research uses a quantitative explanatory approach to examine causal relationships among the variables. Primary data were collected through an online questionnaire distributed to 100 respondents who had purchased products at New Central, had seen the store’s digital promotions, and had read online reviews or recommendations related to the store. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that product completeness has a positive and significant effect on eWOM, while digital promotion has a positive and significant effect on repurchase intention. However, product completeness does not significantly affect repurchase intention, digital promotion does not significantly affect eWOM, and eWOM does not significantly affect repurchase intention at the 5% significance level. Furthermore, eWOM does not mediate the effect of product completeness and digital promotion on repurchase intention. These findings indicate that repurchase intention at New Central is more directly influenced by digital promotion than by eWOM mediation. Therefore, New Central should strengthen consistent, interactive, and credible digital promotion while maintaining product availability to improve consumer repurchase intention.
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Copyright (c) 2026 Ayesha Fazilatunnisa Salenda, Elimawaty Rombe, Umar Syarifuddin, Setiawan Mandala Putra
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
