KONTRIBUSI ELECTRONIC WORD OF MOUTH TERHADAP REPURCHASE INTENTION YANG DIMEDIASI OLEH BRAND IMAGE PADA PRODUK SABUN MANDI MEREK LIFEBUOY DI KOTA CIMAHI

Abstract

ABSTRAK Electronic word of mouth adalah bentuk komunikasi informal yang mengarahkan pesan kepada konsumen lain melalui internet atau teknologi terkait mengenai karakteristik dari suatu produk atau jasa yang tentunya dapat mempengaruhi preferensi mereka terhadap suatu produk. Tujuan penelitian ini adalah menganalisis pengaruh electronic word of mouth terhadap niat beli ulang yang dimediasi oleh citra merek pada produk sabun mandi merek Lifebuoy di Kota Cimahi. Jenis penelitian kuantitatif dan data primer diperoleh dari kuesioner yang disebar melalui google form. Pengambilan sampel dilakukan dengan menggunakan purposive sampling dengan jumlah sampel sebanyak 120 orang. Dengan populasi laki-laki dan perempuan berusia di atas 17 tahun yang pernah menggunakan produk sabun mandi merek Lifebuoy. Instrumen penelitian yang digunakan telah lolos uji validitas dan reliabilitas. Teknik analisis data yang digunakan uji asumsi klasik, uji regresi sederhana, uji regresi berganda dan uji sobel dengan menggunakan SPSS versi 25. Hasil penelitian ini menunjukkan bahwa citra merek mampu memediasi electronic word of mouth terhadap niat beli ulang secara positif dan signifikan. Kata kunci: informasi elektronik dari mulut ke mulut, minat beli ulang, citra merek ABSTRACT Electronic word of mouth is a form of informal communication that directs messages to other consumers through the internet or related technologies about the characteristics of a product or service that can certainly affect their preference for a product. One of the consumer needs that continues to grow is bath soap products, giving rise to increasing consumer demand and the level of competition between brands is getting tougher. The aim of this research is to analyze the influence of electronic word of mouth on repurchase intentions mediated by brand image on Lifebuoy brand bath soap products in Cimahi City. This type of quantitative research and primary data were obtained from questionnaires distributed via Google Form. Sampling was carried out using purposive sampling with a sample size of 120 people. With a population of men and women aged over 17 years who have used Lifebuoy brand bath soap products. The research instruments used have passed validity and reliability tests. The data analysis technique used was the classic assumption test, simple regression test, multiple regression test and sobel test using SPSS version 25. The results of this research show that brand image is able to mediate electronic word of mouth on repurchase intentions positively and significantly. Keywords: electronic word of mouth, repurchase intention, brand image