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Afif Naufal Azali
Department of Management, Faculty of Economic and Business, University of Muhammadiyah Semarang, Central Java, Indonesia

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From Online Talk to Repeat Use: Examining E-Word of Mouth, E-Service Quality, Brand Image, and Repurchase Intention in Digital Banks Afif Naufal Azali; Annisa Fajri
International Conference on Economics, Management, Business, and Accounting Vol 2 No 1 (2025): International Conference on Economics, Management, Business, and Accounting
Publisher : P3I UMSurabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/iconemba.v2i1.30193

Abstract

This study aims to analyze and describe the effect of E-word of mouth (E-WoM) and E-service quality on repurchase intention, with brand image as a mediating variable in digital banking. The research method employs a questionnaire distributed to 100 respondents who are digital banking users in Semarang City, using purposive sampling. The data from the questionnaire were analyzed using Partial Least Squares with the SmartPLS 4.0 software application. The findings indicate that both E-word of mouth and E-service quality positively and significantly affect Brand Image and repurchase intention. Brand Image also positively and significantly influences Repurchase Intention. Moreover, E-word of mouth negatively and significantly affects Repurchase Intention through Brand Image as an intervening variable, whereas E-service quality positively and significantly affects
Co-Authors Annisa Fajri