The Role of Brand Image in Mediating the Influence of E-Wom and Product Quality on Repurchase Intention: Study on the Memories Coffee Shop in Denpasar City

Prema Atma Jaya; I Putu Gde Sukaatmadja

doi:10.54066/ijmre-itb.v3i1.2730

Authors

Prema Atma Jaya Universitas Udayana
I Putu Gde Sukaatmadja Universitas Udayana

DOI:

https://doi.org/10.54066/ijmre-itb.v3i1.2730

Keywords:

Brand Image, Electronic Word of Mouth (E-WOM), Product Quality, Repurchase Intention

Abstract

This study aims to test and explain the role of brand image in mediating the influence of electronic word of mouth and product quality on repurchase intention of Kedai Kopi Kenangan in Denpasar City. The population used includes the people of Denpasar City who have purchased Kedai Kopi Kenangan products and the number of samples is 120 respondents using purposive sampling techniques distributed using questionnaires and analyzed using the SPSS application tool version 26.0. The results of this study indicate that electronic word of mouth has a significant positive effect on repurchase intention. Product quality has a significant positive effect on repurchase intention. Electronic word of mouth has a significant positive effect on brand image. Product quality has a significant positive effect on brand image. Brand image has a significant positive effect on repurchase intention. Electronic word of mouth has a significant positive effect on repurchase intention with brand image mediation. Product quality has a significant positive effect on repurchase intention with brand image mediation. The theoretical implications of this study provide evidence for the development of consumer behavior science and marketing management science. The practical implications of this study can be used as consideration and input for marketers at Kedai Kopi Kenangan in Denpasar City in increasing repurchase intention.

References

Amanda, AL, Efrianti, D., and Marpaung, BS (2019). Analysis of the Influence of Information Content of Profit and Loss Components on the Earnings Response Coefficient (ERC) Empirical Study of Manufacturing Companies in the Basic and Chemical Industry Sectors Listed on the Indonesia Stock Exchange (IDX). Journal of Accounting Science , 7 (1), 188 – 200.

Asti, ES and Madiawati, PN (2023). The Influence of Promotion Strategy, Product Quality, Word of Mouth on CFC Purchasing Decisions Through Brand Image Variables. e-Proceeding of Management , 10 (1), 356 – 361.

Boateng, S.L. (2018). Online Relationship Marketing and Customer Loyalty: A Signaling Theory Perspective. International Journal of Bank Marketing , 37(1), 226 – 240.

Damariyanti, KL, Hartiati, A., and Yoga, IWGS (2021). Business Development Strategy of “Kandera Coffee” Coffee Shop, Denpasar, Bali using SWOT and QSPM Methods. Journal of Agro-Industrial Engineering and Management , 9 (2), 228 – 237.

Dewi, KAT and Piartrini, PS (2023). The Mediating Role of Consumer Satisfaction in the Influence of Product Quality on Repurchase Intention. E-Journal of Economics and Business, Udayana University , 12 (9), 1826 – 1838.

Dewi, PRS and Seminari, NK (2023). The Influence of Brand Image, Product Quality and Price Perception on Repurchase Intention. E-Journal of Economics and Business, Udayana University , 12 (8), 1567 – 1577.

Firmansyah, MA (2019). Product and Brand Marketing (Planning & Strategy) . Surabaya: Qiara Media.

Fitri, B. and Khuzaini. (2023). The Influence of Electronic Word of Mouth on Purchase Intention Through Brand Image on Eiger Laptop Bag Products (Study of Stiesia Surabaya Students). Journal of Management Science and Research , 12 (8), 1 – 18.

Haryanti, K., Hastuti, TD, Lako, A., and Krisprantono. (2019). The Relationship Between Product Quality and Brand Image with Willingness to Buy: A Study on Batik Lasem Consumer. International Journal of Applied Research in Management and Economics , 2 (1), 1 – 11.

Jakpat For Local Brand . (2022). Top Trends of Indonesian Beverage Market Survey Report 2022. Retrieved from https://blog.jakpat.net/.

Kontan. (2023). Future Coffee Industry Trends from Business Sustainability to Environmental Sustainability. Downloaded from https://pressrelease.kontan.co.id/.

Kotler, P. and Armstrong, G. (2018). Principles of Marketing, 7th Edition . United Kingdom: Pearson Education Limited.

Laura, N. and Ringo, SNS (2017). The Influence of Product Quality and Competitive Advantage on Purchasing Decisions with Brand Image as an Intervening Variable. Journal of Management and Business Review , 14 (2), 258 – 285.

Liu, X., Wu, X., Shi, W., Tong, W., and Ye, Q. (2022). The Impacts of Electronic Word-of-Mouth on High-Involvement Product Sales: Moderating Effects of Price, Brand Origin, and Number of Customers. Journal of Electronic Commerce Research , 23(3), 177 – 189.

Luong, D., Vo, T.G., and Le, K.H. (2017). The Impact of Electronic Word of Mouth on Brand Image and Buying Decision: An Empirical Study in Vietnam Tourism. International Journal of Research Studies , 6(1), 53 – 63.

Mufashih, M., Maulana, A., and Shihab, MS (2023). The Influence of Product Quality, Electronic Word of Mouth and Brand Image on Repurchase Intention at Coffee-To-Go Store With Customer Satisfaction as an Intervening Variable. International Journal of Social Service and Research , 3 (8), 1958 – 1970.

Nuramalia, L. and Tuti, M. (2022). The Influence of Product Quality and Customer Engagement on Repurchase Intention Through Customer Satisfaction at Casawow. Journal of Culinary , 4 (2), 1 – 15.

Nurfitriana, S. and Iriani, F. (2018). Brand Image, Product Quality, Price and Its Influence on Repurchase Interest of Wardah Beauty Products. Sebatik, 22 (2), 56 – 63.

Praja, AD and Haryono, T. (2022). The Effect of Brand Image and Product Quality on Repurchase Intention Mediated by Consumer Satisfaction Study at Uniqlo in Solo. International Journal of Economics, Business and Accounting Research , 6 (2), 1229 – 1232.

Pramayani AASDI and Sukawati, TGR (2021). The Role of Brand Image and Brand Trust in Mediating The Effect of Electronic Word of Mouth on Repurchase Intention: A Study on Shopee Consumers in Denpasar City. Eurasia: Economics & Business , 7 (49), 12 – 24.

Putri, MNA and Sukaatmadja, IPG (2018). The Role of Brand Image in Mediating the Effect of Product Quality on Repurchase Intention. E-Journal of Management , 7 (11), 5983 – 6010.

Santi IGAPC and the Atmosphere, GAKG (2021). The Role of Brand Image Mediates The Effect of Electronic Word of Mouth on Repurchase Intention in Starbucks Coffee. International Journal of Management and Commerce Innovations , 9 (1), 328 – 338.

Santika, KJ and Mandala, K. (2019). The Role of Brand Image in Mediating the Influence of Product Quality on Repurchase Intention. E-Journal of Management , 8 (10), 6139 – 6158.

Saputra, IKA and Widagda, IGNJA (2020). Brand Image, Product Knowledge, and Electronic Word of Mouth Influence Purchase Intention. E-Journal of Management , 9 (3), 1129 – 1148.

Sudiartini, NWA, Astari AAE, Kardini, NL, and Dhani, YR (2020). The Feasibility Study of Coffee House Business Opportunity in COVID-19 Pandemic: A Case Study at Kulo Coffee Shop Pemogan. International Research Journal of Management, IT & Social Sciences , 7 (5), 38 – 45.

Sukawati, TBP, Sukawati, TGR, and Jatra, IM (2021). The Influence of Service Quality, Product Quality, and Brand Image on Repurchase Intention of Rattan Products (Study on Bali Bagus Rattan). American Journal of Humanities and Social Sciences Research , 5(3), 1 – 6.

Toffin Insight . (2020). Toffin Indonesia Releases 2020 Brewing in Indonesia Research. Retrieved from https://insight.toffin.id/.

Top Brand Award . (2024). Top Brand Index Coffee Shop Data Phase 1 2021 – 2024. Downloaded from https://www.topbrand-award.com/.

Widyasari, KA and Suparna, G. (2022). The Role of Brand Image in Mediating the Effect of Celebrity Endorsers on Repurchase Intention. European Journal of Business and Management Research , 7(3), 179 – 183.

Yasa, IK (2018). The Role of Brand Image Mediating The Effect of Product Quality on Repurchase Intention . Russian Journal of Agricultural and Socio-Economic Sciences , 11 (83), 172 – 180.

Yohana, NKY, Dewi, KAP, and Giantari, IGAK (2020). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth (E-WOM) on Purchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR) , 4(1), 215 – 220.