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

doi:10.55927/ijba.v3i3.4817

Authors

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

DOI:

https://doi.org/10.55927/ijba.v3i3.4817

Keywords:

Brand Image, e-WOM, Repurchase Intention

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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