Peran Mediasi Brand Image pada Pengaruh E-WOM terhadap Repurchase Intention Pelembab Pond’s di Kota Bandung
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Abstract
Abstract
Cosmetics have become a daily necessity for women, one of them is a facial moisturizer. In 2019-2021 the facial moisturizer category in TBI (Top Brand Index) has grown by 4.6% per year, inversely proportional to Pond’s facial moisturizer. This condition indicates the low repurchase intention of Pond’s facial moisturizer. The purpose of this research is to analyze the effect of electronic word of mouth (e-WOM) on repurchase intention through the brand image of Pond’s facial moisturizer in Bandung City. Measurement of e-WOM uses dimensions of credibility, quality, and quantity. The number of samples in this research was 100 respondents with the purposive sampling method. The analytical method used is the reliability and validity of the instrument, regression test, classical assumption test, and Sobel test. The result showed that e-WOM credibility has no effect on brand image, and e-WOM quality has no effect on repurchase intention. Meanwhile, brand image plays no role in mediating the effect of all dimensions of e-WOM on repurchase intention.
Abstrak
Kosmetik telah menjadi kebutuhan sehari-hari kaum wanita, salah satunya adalah pelembab wajah. Pada tahun 2019- 2021 kategori pelembab wajah di TBI (Top Brand Index) telah mengalami pertumbuhan sebesar 4,6% per tahun, berbanding terbalik dengan pelembab wajah merek Pond’s. Kondisi tersebut mengindikasikan rendahnya repurchase intention pada pelembab wajah Pond’s. Tujuan penelitian ini untuk mengukur pengaruh electronic word of mouth (e-WOM) terhadap repurchase intention dimediasi brand image pelembab wajah Pond’s di Kota Bandung. Pengukuran e-WOM menggunakan dimensi credibility, quality, dan quantity. Jumlah sampel penelitian ini yaitu 100 responden dengan metode purposive sampling. Metode analisis yang digunakan diantaranya uji reliabilitas dan validitas intrumen, uji asumsi klasik, uji regresi berganda, dan uji sobel. Penelitian ini menemukan e-WOM credibility tidak berpengaruh terhadap brand image, e-WOM quality tidak berpengaruh terhadap repurchase intention, sementara itu brand image tidak dapat memediasi hubungan seluruh dimensi e-WOM terhadap repurchase intention.
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