REPURCHASE INTENTION: PERAN PERCEIVED VALUE, E-WOM, DAN BRAND IMAGE PADA MIE GACOAN

Winda Putri Agrestiya Wulandari, Nurhidayati ., Tri Wikaningrum

Abstract


Penelitian ini bertujuan untuk menganalisis peran perceived value dan electronic word of mouth (e-WOM), terhadap repurchase intention dengan brand image sebagai variabel mediasi. Penelitian  ini  menggunakan  pendekatan  kuantitatif  dengan  metode  purposive sampling, serta menggunakan 120 orang yang merupakan generasi Z di Semarang yang berniat melakukan pembelian ulang Mie Gacoan. Data tersebut diperoleh dari penyebaran kuesioner, dan diolah menggunakan program statistic SmartPLS. Hasil penelitian ini menunjukkan bahwa perceived value dan e-WOM berpengaruh positif dan signifikan terhadap repurchase intention dan brand image, serta brand image berpengaruh positif dan signifikan terhadap repurchase intention. Selain itu, brand image belum mampu memediasi hubungan antara perceived value terhadap repurchase intention, tetapi brand image mampu memediasi hubungan antara e-wom terhadap repurchase intention.

Kata kunci: Brand Image; Perceived Value; E-WOM; Repurchase Intention.


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