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All Journal MBR (Management and Business Review)
Delviana, Ajeng Sukma
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Economics, Econometrics & Finance Social Sciences

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Peran Electronic Word Of Mouth Terhadap Keputusan Pembelian Ulang: Citra Merek Sebagai Mediasi Delviana, Ajeng Sukma; Sarwoko, Endi; Hidayat, Candra Wahyu
MBR (Management and Business Review) Vol 7 No 1 (2023): Juni
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/mbr.v7i1.8543

Abstract

The research aims to investigate the role of electronic word of mouth (e-WOM) on repurchase decisions, in addition to revealing the mediating role of brand image. Using a quantitative research approach, the survey research type of 108 respondents using Marcks powder products in Malang City, was determined using a purposive sampling technique. Data was collected using a questionnaire distributed online, then hypothesis testing used the Path Analysis method. The results of this research reveal that e-wom has a positive influence on brand image and repurchase decisions, in addition, it was found that the indirect influence of e-wom on repurchase decisions is mediated by brand image. Product promotion using e-WOM contributes to improving brand image which can then encourage repurchase decisions
Co-Authors Endi Sarwoko Hidayat, Candra Wahyu