The Influence of Electronic Word of Mouth on Repurchase Intention with Brand Image as a Mediating Variable (Case Study of ASUS Laptop Users in Indonesia)
DOI:
https://doi.org/10.51699/ajsld.v4i1.216Keywords:
EWOM, Epurchase intention, Brand image, Digital marketing, Consumer loyaltyAbstract
This study examines the impact of Electronic Word of Mouth (e-WOM) on repurchase intentions, with brand image as a mediating factor, among ASUS laptop consumers in Indonesia. Despite growing reliance on e-WOM in digital marketing, its role in shaping consumer loyalty remains underexplored. Using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), data from 200 purposively selected respondents were analyzed through bootstrapping. The findings reveal that e-WOM significantly influences brand image and repurchase intention, both directly and indirectly via brand image. This highlights the importance of effective e-WOM management in enhancing brand image and fostering consumer loyalty. The study provides actionable insights for businesses to optimize digital marketing strategies and leverage consumer reviews to maintain a competitive edge.
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