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All Journal Indonesian Journal of Business Analytics (IJBA)
Achmad Abyan Zharfan
Universitas Pembangunan Nasional “Veteran”, Jawa Timur
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Brand Image: As a Mediating Variable in the Relationship between E-WOM and Repurchase Intention of Teh Botol Sosro Products Achmad Abyan Zharfan; Nuruni Ika Kusuma W
Indonesian Journal of Business Analytics Vol. 3 No. 3 (2023): June 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v3i3.4817

Abstract

This research examines the influence of e-WOM and Brand Image on repurchase intention, and the mediating effect of Brand Image on the relationship between e-WOM and repurchase intention. Using a quantitative approach and non-probability sampling, data from 100 Tehbotol Sosro's consumers were analyzed with SmartPLS 3.0 software. The findings indicate that e-WOM positively and significantly affects repurchase intention and Brand Image. Brand Image also positively and significantly affects repurchase intention, acting as a mediator between e-WOM and repurchase intention
Co-Authors Nuruni Ika KW