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All Journal Eduvest - Journal of Universal Studies
Widyadnyana, I Made Indra
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Aerospace Engineering Computer Science & IT Health Professions Neuroscience Social Sciences

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The Influence of Brand Image, E-WOM, and Product Quality on Repurchase Decisions Mediated by Customer Satisfaction Widyadnyana, I Made Indra; Adi, I Nyoman Rasmen
Eduvest - Journal of Universal Studies Vol. 6 No. 1 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i1.52032

Abstract

This research examines the role of brand image, E-WOM, and product quality on repurchase decisions mediated by customer satisfaction. Conducted at Chatime outlets in Bali Province, it targeted all Chatime customers using accidental sampling (n=105). Data from a 5-point Likert scale questionnaire were analyzed via PLS-SEM. Findings show brand image, E-WOM, and product quality positively influence Chatime beverage repurchase decisions. Customer satisfaction significantly mediates brand image–repurchase (coefficient = 0.298, T-statistic = 2.382, p = 0.009) and product quality–repurchase relationships (coefficient = 0.202, T-statistic = 1.888, p = 0.030), via pathways where positive perceptions foster satisfaction leading to repurchases. However, it does not mediate E-WOM–repurchase (coefficient = 0.007, T-statistic = 0.155, p = 0.438), indicating direct cognitive effects. Notably, satisfaction mediates brand image and product quality effects but not E-WOM. The study advances literature and aids Chatime in boosting loyalty and satisfaction.
Co-Authors I Nyoman Rasmen Adi