Indonesian Journal of Business Analytics (IJBA)
Vol. 3 No. 3 (2023): June 2023

Brand Image: As a Mediating Variable in the Relationship between E-WOM and Repurchase Intention of Teh Botol Sosro Products

Achmad Abyan Zharfan (Universitas Pembangunan Nasional “Veteran”, Jawa Timur)
Nuruni Ika Kusuma W (Universitas Pembangunan Nasional “Veteran”, Jawa Timur)

Article Info

Publish Date
28 Jun 2023

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

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Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...