THE ROLE OF CUSTOMER SATISFACTION IN MEDIATING THE INFLUENCE OF E-WOM ON REPURCHASE INTENTION (STUDY ON LUSI & PAKAN BALI CUSTOMERS)
Keywords:
Repurchase Intention; Customer Satisfaction; E-Wom;Abstract
Repurchase intention is a commitment held by consumers to repurchase the same product due to the positive impression of the product or service. The aim of this research is to analyze and explain the influence of E-WOM on repurchase intention and the role of customer satisfaction in mediating the influence of E-WOM on repurchase intention at Lusi & Pakan Bali. The sample in this study consists of 96 respondents, selected based on purposive sampling technique. Data collection was conducted using questionnaires. The analysis method used is structural equation modeling based on partial least squares (SEM-PLS). The results show that E-WOM has a positive and significant influence on repurchase intention, E-WOM has a positive and significant influence on customer satisfaction, customer satisfaction has a positive and significant influence on repurchase intention, and customer satisfaction is able to partially mediate the influence of E-WOM on repurchase intention. The implication of this research is that Lusi & Pakan Bali can consider E-WOM and customer satisfaction in formulating policies to pay attention to or enhance electronic word of mouth, thereby increasing customer satisfaction which can drive the creation of repurchase intention.
References
Adelia, S. (2018). The Influence of Online Promotion on Repurchase Intention with Consumer Perception as a Mediator in Online Travel. Journal of Marketing Management, 12(2), 94-100.
Agustina, A., & Julitriarsa, D. (2022). The Influence of Consumer Experience and Consumer Satisfaction on Repurchase Intentions when Purchasing Skincare Products on Shopee E-Commerce. Business Cakrawangsa: Student Scientific Journal, 2(2), 287-300.
Aminah, AS & Prastiwi, SK (2020). The Effect of Credibility, Electronic Word of Mouth Communication on Purchase Intentions. Journal of Business Management Review, 2(1), 38-56.
Arif, ME (2019). The Influence of Electronic Word of Mouth (EWOM), Brand Image, and Price on Repurchase Intention of Airline Customers. Journal of Management Applications, 17(2), 345-356.
Baur, T. Nyström, B. (2017). The Effect of EWOM Components On Brand Attitude And Purchase Intention: A Cross Country Study Between Germany And Sweden. Luleå Teknikka Universitet.
Chairunnisa, M. & Herawati, S. (2022). The influence of E-Wom on Repurchase Intention is mediated by the Brand Image of Pond's Moisturizer in Bandung City. Portfolio: Journal of Economics, Business, Management and Accounting, 19(2), 139- 153.
Dewantara, IDGB & Aksari, NMA (2023). The Role of Customer Satisfaction in Mediating the Influence of Service Quality on Re-Visit Intention at the Grand Inna Hotel Kuta. Udayana University Economics and Business E-Journal, 12(10), 2013-2020.
Dewi, PRS & Seminari, NK (2023). The Influence of Brand Image, Product Quality and Price Perception on Repurchase Intention. Udayana University Economics and Business E-Journal, 12(8), 1567-1577.
Dwipayana, B. & Sulistyawati, E. (2018). The Role of Satisfaction in Mediating The Effect of Trust on Go-Food Repurchase Initiatives in FEB Unud. E-Journal of Management, 7(10), 5197-5229.
Evi, et al. (2022). Factors That Influence Repeat Purchases: Promotion, Price and Product (Literature Review of Consumer Behavior). Journal of Applied Management Science, 3(5).
Fachrozie, SV (2017). The Impact of Electronic Word of Mouth (E-WOM) On Purchase Intention Through Brand Image: A Case Study On Gopro Camera. FEB Student Scientific Journal, 5(2), 1-96.
Fajar, F., Priharsari, D. & Rokhmawati, RI (2022). The Influence of Reputation and EWOM on Consumer Repurchase Intention in E-Commerce. J-PIIK, 6(6), 3007-3016.
Fang, H., Chiu, C.M. & Wang, E.T.G. (2011). Understanding customers' satisfaction and repurchase intentions: An integration of IS success model, trust, and justice. Internet Research, 21(4), 479-503.
Ghozali, I. (2013). Multivariate Analysis Application with the IBM SPSS 21 Update PLS Regression Program. Diponegoro University Publishing Agency.
Goyette, I., Ricard, L., Bergeron, J. & Marticotte, F. (2010). e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context. Canadian Journal of Administrative Sciences, 27(1), 5-23.
Gruen, T. W., Osmonbekov, T. & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and
Gupta, P. & Harris, J. (2008). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9-10), 1041-1049.
Hasan, A. (2013). Marketing and Selected Cases. Center for Academic Publishing Services.
Hellier, P. K., Geursen, G. M., Carr, R. A. & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11), 1762-1800.
Hidayah, N. & Anjarwati, AL (2018). The Influence of Perceived Quality on Repurchase Intentions with Satisfaction as an Intervening Variable: Study of Teh Botol Sosro Customers in East Surabaya. Journal of Management Science, 6(1), 1-9.
Husain, N., Karundeng, DR, & Suyanto, MA (2022). Analysis of Location, Price Discounts, Product Display and Product Quality on Purchase Interest at Alfamart Kayubulan. 1(1), 63-85.
Hutami, ND, Priyatama, AN, & Satwika, PA (2020). Consumer satisfaction and intention to repurchase artist cake products among students. Psychology: Journal of Psychological Thought and Research, 25(1), 73-84.
Indrasari, M. (2019). Marketing and Customer Satisfaction. Unitomo Press. Irawan, H. (2002). 10 Principles of Customer Satisfaction. Elex Media Computindo.
Irwanto, MR & Subroto, WT (2022). The influence of consumer satisfaction and promotions on shopee consumers' repurchase intentions during the pandemic. Journal of Economic Paradigms, 17(2), 289-302.
Ismail, I., Haron, H., Ibrahim, DN & Isa, SM (2006). Service quality, client satisfaction and loyalty towards audit firms: Perceptions of Malaysian public listed companies. Managerial Auditing Journal, 21(7), 738-756.
Jalilvand, M.R. & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476.
Jansen, B. J. & Zhang, M. (2009). Twitter Power: Tweets as Electronic Word of Mouth. Journal of The American Society For Information And Technology, 60(11), 2169-2188.
Kanom, K., Wibowo, TA, Rusmawan, PN, & Wijayanti, D. (2024). The Influence of Service Quality on Consumer Repurchase Interest at Warung Sego Tempong Mbok Wah Banyuwangi. Prima Tourism Journal, 1(2), 55-69.
Kartika, M. & Ganarsih, RL (2019). Analysis of E-WOM, Online Shopping Experience and Trust on Shopee E-Commerce Purchasing Decisions among Postgraduate Students at Riau University. Press Journal of Business Management, 11(2), 289-307.
Kotler, P. & Keller, K. L. (2016). Marketing Management 15th Edition. Pearson Pretice Hall Inc.
Matute, J., Polo-Redondo, Y. & Utrillas, A. (2016). The Influence of EWOM Characteristics on Online Repurchase Intention: Mediating Roles of Trust and Perceived Usefulness. Online Information Review, 40(7), 1090-1110.
Murdani, NK, Ardani, NW, & Prayoga, KP (2020). Analysis of the Influence of Service Quality Mediated by Perceived Value on Repurchase Decisions of Telkomsel Starter Card Users. Satyagraha Scientific Journal, 3(1), 97-105.
Priansah, DJ (2016). The Influence of E-WOM and Perceived Value on Consumer Decisions to Shop Online at Lazada. Ecodemica, 4(1), 117-124.
Priansah, DJ (2017). Integrated Marketing Communications. Faithful Library.
Purba, FR & Paramita, EL (2021). The Influence of eWOM and Customer Satisfaction on Purchasing Decisions. International Journal of Social Science and Business, 5(4), 578-585.
Putra, MCSD & Ekawati, NW (2017). The Influence of Product Innovation, Price, Brand Image and Service Quality on Vespa Motorcycle Customer Loyalty. Unud Management E-Journal, 6(3), 1674-1700.
Rohman, MUT & Respati, NNR (2023). The Role of Brand Image in Mediating the Influence of E-WOM on Purchase Intention. Udayana University Economics and Business E-Journal, 12(9), 1762-1773.
Salsabila, C., Umbara, T. & Setyorini, R. (2022). The Influence of Customer Satisfaction on Intention to Repurchase Somethinc Products. PUBLIC: Journal of Human Resource Management, Administration and Public Services, 9(4), 668-679.
Sari, NKAY & Rastini, N.M. (2022). The Influence of E-WOM, Trust, and Satisfaction on Repurchase Intention: Study of Shopee Site Customers. E-Journal of Management, 11(4), 635-657.
Serra-Cantallops, A., Ramon-Cardona, J. & Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC Emerald Publishing Limited, 1-22.
Sindarto, J., & Ellitan, L. (2023). The Role of Brand Image and Product Innovation in Building Consumer Satisfaction and Repurchase Intention: A Theoretical Study. ULIL ALBAB: Multidisciplinary Scientific Journal, 2(3), 1192-1206.
Sugiyono. (2019). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alphabeta.
Sulistyawati, NMA & Seminari, NK (2015). The Influence of Service Quality on Customer Satisfaction at the Indus Ubud Gianyar Restaurant. Unud Management E-Journal, 4(8), 2318-2332.
Tjiptono, F. & Chandra, G. (2012). Service Quality Satisfaction. Andi Offset.
Tjiptono, F. (2015). Marketing strategy. Andi Offset.
Trianah, L., Pranitasari, D. & Marichs, SZ (2017). The Influence of Product Quality and Service Quality on Customer Satisfaction and Customer Loyalty (Case Study of D'Besto Mangun Jaya 2 Tambun Selatan Customers). STEI Journal of Economics, 26(1), 105-122.
Tsao, W. C. & Hsieh, M. T. (2012). Exploring How Relationship Quality Influences Positive eWom: The Importance of Customer Commitment. Total Quality Management and Business Excellence, 23(7), 1-15.
Tse, D. K. & Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25(2), 204-212.
Wijaya, VR & Tjahjaningsih, E. (2022). Analysis of Customer Satisfaction Factors and Their Impact on Repurchase Intentions. Scientific Journal of Economics and Business, 15(3), 201-211.
Yaqin, A. (2020). The Role of E-Satisfaction as Mediation in E-WOM (Study of OLX Customers). Journal of Management Science, 8(2), 506-516.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE © 2023 by Adisam Publisher is licensed under CC BY-SA 4.0
