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 (Department of Management, Faculty of Economic and Business, University of Muhammadiyah Semarang, Central Java, Indonesia)
Annisa Fajri (Department of Management, Faculty of Economic and Business, University of Muhammadiyah Semarang, Central Java, Indonesia)

International Conference on Economics, Management, Business, and Accounting
Vol 2 No 1 (2025): International Conference on Economics, Management, Business, and Accounting

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