Journal of International Conference Proceedings (JICP) Vol. 4 No. 1 (2021) Print ISSN: 2622-0989 / Online ISSN: 2621-993X DOI: https://doi.org/10.32535/jicp.v4i1.1129 75 The Impact of Willingness to Engage in NeWOM and Brand Attitudes on Purchase Intention Mediated by Company Mitigation Responses: A Case Study of The Energy Drink in Central Java Endwien Hersetyawati 1 , M Arief 2 , Asnan Furinto 3 , Hardijanto Saroso 4 Management Department, BINUS Business School Doctor of Research in Management, Bina Nusantara University 1,2,3,4 Jl. K. H. Syahdan No. 9, Kemanggisan, Palmerah,Jakarta, 11480, Indonesia Correspondence Email: endwien@gmail.com ABSTRACT The aims of this study were to determine the impact of willingness to engage in negative eWOM from and brand attitudes on purchase intention of Joss extra energy drink products mediated by mitigation responses of companies in Central Java. The method in this is descriptive and verification. This study used a purposive random sampling technique with a total sample of 167 respondents. The results of this study indicate that the Brand Attitude variable has nonsignificant effect on Repurchase Intention, the negative brand experience sharing (NBES) variable has nonsignificant effect on engaging in NeWOM, the negative electronic review (NER) variable has a significant effect on engaging in NeWOM, the variable involved in NeWOM has a significant effect on Brand Attitude, the variables involved in NeWOM have no significant effect on Repurchase Intention, and the CMR variable has not been proven to be successful in mediating the relationship between engaging in NeWOM and Repurchase Intention. This study also contributes to the meaning of strategic management, by empirically proving the importance of mediation of social networking sites and company mitigation responses variables and their role in influencing NBES and negative electronic reviews, negative electronic word of mouth on repurchase intention. The managerial implications to determine behavior and actions in assessing the performance of the company to seek the efforts made in dealing with the negative impact of NeWOM. Keywords: Brand Attitude, Negative Electronic Review, NeWOM, Repurchase Intention JEL Classification Codes: A10, O31, O35, L1 INTRODUCTION Word of mouth is a communication medium that developed with the internet into eWOM. This is due to the development of the Internet and the emergence of social media platforms that are increasingly developing as information media. Consumer snare free to express their opinions, experiences and complaints due to unsatisfactory services. Complaints are referred to as negative eWOM. Frequently used social media platforms such as Facebook, Twitter, and WhatsApp groups where consumers can share their views and complaints. Many think that all information spread on social networking sites (SNS) or the internet has become an important source of information for consumers because of the accessibility, speed and volume of information that can be obtained. For example, a viral message circulating on SNS type Facebook on June 19, 2015 about a list of dangerous drinks that can trigger brain cancer, diabetes, and hardening of