The Mediating Role of Brand Image in the Influence of ServiceQuality and Electronic Word of Mouth on Repurchase intention
DOI:
https://doi.org/10.5281/zenodo.22250085Keywords:
Service Quality, Electronic Word Of Mouth, Brand Image dan Repurchase IntentionAbstract
Repurchase intention represents consumers' inclination to continue selecting the same brand for future purchases after prior consumption experiences. The present investigation focuses on Fore Coffee in Denpasar City, where inconsistent sales performance has reflected fluctuations in customers' intentions to repurchase. In response to this phenomenon, this study explores whether brand image functions as an intervening variable linking service quality and electronic word of mouth (eWOM) to repurchase intention. The research population encompassed all customers of Fore Coffee in Denpasar City. Following Hair's sampling recommendation, a total of 170 respondents were selected to participate in the study. The analytical procedures involved instrument evaluation, descriptive statistical analysis, and inferential analysis to test the proposed relationships. The findings demonstrate that both service quality and electronic word of mouth exert positive and statistically significant effects on repurchase intention. Moreover, these two antecedent variables significantly strengthen consumers' perceptions of brand image. A favorable brand image was also found to positively and significantly encourage consumers' intention to repurchase. Furthermore, the mediation analysis confirms that brand image serves as a significant intermediary mechanism through which service quality and electronic word of mouth indirectly enhance repurchase intention among Fore Coffee customers in Denpasar City.
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