Influence of electronic word-of-mouth on repurchase intention among ShopeeFood users in Padang City: The mediating role of brand Image
Keywords:
Repurchase Intention, Electronic Word of Mouth, Brand Image
Abstract
This research purposes to analyze the effect of Electronic Word of Mouth on Repurchase Intention with Brand Image as a mediating variable for ShopeeFood users in Padang City. The population in this research were citizens of Padang City who knew and had made purchases through the ShopeeFood online food delivery service at least twice. The sample in this study were 153 respondents. Data collection was carried out by distributing questionnaires online via Google Form and data processing using SmartPLS software. Based on the research results, it is concluded that (1) Electronic Word of Mouth has a positive and significant effect on Repurchase Intention (2) Electronic Word of Mouth has a positive and significant effect on Brand Image (3) Brand Image has a positive and significant effect on Repurchase Intention (4) Electronic Word of Mouth has a positive and significant effect on Repurchase Intention mediated by Brand Image.
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References
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Armawan, I., Sudarmiatin, Hermawan, A., & Rahayu, W. P. (2023). The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop. International Journal of Data and Network Science, 7(1), 141–152. https://doi.org/10.5267/j.ijdns.2022.11.008
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Devara, S. A., & Rachmawati, I. (2023). Pengaruh E-Wom, Brand Image, dan Price Terhadap Repurchase Intention Pada Iphone. SEIKO : Journal of Management & Business, 6(1), 21–32. https://doi.org/10.37531/sejaman.v6i1.3750
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Fajar, F., Priharsari, D., & Rokhmawati, R. I. (2022). Pengaruh Reputation dan EWOM terhadap Repurchase Intention Konsumen pada E-Commerce. Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 6(6), 3007–3016.
Faried, F., Priharsari, D., & Rokhmawati, R. I. (2022). Pengaruh Reputation dan EWOM terhadap Repurchase Intention Konsumen pada E-Commerce. Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 6(6), 3007–3016. http://j-ptiik.ub.ac.id
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Huda, N. (2020). Pengaruh brand image terhadap keputusan pembelian motor scuter matic Yamaha di Makassar. Jurnal Asy-Syarikah: Jurnal Lembaga Keuangan, Ekonomi Dan Bisnis Islam, 2(1), 37–43. https://doi.org/https://doi.org/10.47435/asy-syarikah.v2i1.311
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Liyono, A. (2022). Pengaruh Brand Image, Electronic Word Of Mouth (E-Wom) Dan Harga Terhadap Keputusan Pembelian Produk Air Minum Galon Crystalline Pada PT. Pancaran Kasih Abadi. Jurnal Ekonomi Manajemen Dan Bisnis, 3(1), 73–91. https://doi.org/https://doi.org/10.32815/jubis.v3i1.1089
Nguyen, X. H., Nguyen, T. T., Anh Dang, T. H., Dat Ngo, T., Nguyen, T. M., & Anh Vu, T. K. (2024). The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam. Cogent Business and Management, 11(1), 1–17. https://doi.org/10.1080/23311975.2023.2292797
Piani, N. W. O., Sari, I. G. A. M. K. K., & Mataram, I. G. A. B. (2024). Implementation of electronic word of mouth and service quality toward repurchase intention at K Club Ubud Resort. Journal of Applied Sciences in Travel and Hospitality, 7(1), 38–51. https://doi.org/http://dx.doi.org/10.31940/jasth.v7i1.38-51
Putri, C. M., & Sumartik. (2024). Pengaruh Electronic Word Of Mouth, Kepercayaan Merek, Dan Citra Merek Terhadap Niat Pembelian Ulang. Jurnal Inovasi Daerah, 3(1), 39–56. https://inovdaboy.pubmedia.id/index.php/jid/article/view/33
Rachbini, W., Anggraeni, D., & Wulanjani, H. (2021). The influence of electronic service quality and electronic word of mouth (eWOM) toward repurchase intention (study on e-commerce in Indonesia). Jurnal Komunikasi: Malaysian Journal of Communication, 37(1), 42–58. https://doi.org/10.17576/JKMJC-2021-3701-03
Rahmawati, F. P. I., & Dermawan, R. (2023). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Lipstik Pixy Cosmetics di Kota Surabaya). Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 2823–2835. https://doi.org/10.47467/alkharaj.v6i2.4229
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Safitri, A. N. (2021). Pengaruh brand image, persepsi harga dan kualitas layanan terhadap minat beli ulang pada Lazada. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 1(1), 1–9. https://doi.org/10.37631/e-bisma.v1i1.212
Semet, H. A. I. F., Kindangen, P., & Tulung, J. E. (2021). The Influence Of Consumer Perceived Value Dimensions Of Consumer Repurchase Intention Of Imported Thrift Clothes (Study Case: Rumah Live Online Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4), 532–542. https://doi.org/https://doi.org/10.35794/emba.v9i4.36400
Setiana, R., & Marlien, R. A. (2021). Niat Beli Ulang: E-Wom, Celebrity Endorse Dan Citra Merek. Proceeding SENDIU 2021, 8–13.
Setyowati, D. (2024). Transaksi ShopeeFood dan GrabFood Naik, GoFood Turun. https://katadata.co.id/digital/startup/65b76fd85c590/transaksi-shopeefood-dan-grabfood-naik-gofood-turun. Diakses pada 17 Juli 2024 pukul 13:16 wib.
Shen, Y., & Ahmad, R. (2022). The Influence of Brand Image and Favorability Toward Citizens in a Product’s Country of Origin on Product Evaluation: Moderating Effects of Switching Costs. Frontiers in Psychology, 13, 1–15. https://doi.org/10.3389/fpsyg.2022.740269
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Sutopo, Ed.). Bandung: Penerbit Alfabeta.
Sumampouw, R., Sumampouw, J. F., & Pandowo, A. (2022). Pengaruh Electronic Word-Of-Mouth Terhadap Minat Beli Pada Produk Scarlett Dengan Kesadaran Merek Sebagai Variabel Mediasi. Manajemen Dan Kewirausahaan, 3(2), 111–124. https://doi.org/https://doi.org/10.53682/mk.v3i2.4201
Sutanto, W. D. R., & Kussudyarsana, K. (2024). The Role of Brand Trust, Brand Image, Brand Equity on Repurchase Intention. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 119–128. https://doi.org/10.37641/jimkes.v12i1.2395
Syahla, A. M., & Irmawati, I. (2024). Pengaruh Electronic Word of Mouth Dan Brand Trust Terhadap Minat Beli Ulang Skincare Pada Generasi Muda Yang Dimediasi Oleh Brand Image. Manajemen Dan Bisnis, 6(1), 40–55. https://doi.org/https://doi.org/10.30743/jmb.v6i1.8876
Trisnalia, V. N. S., & Farida, S. N. (2024). Pengaruh Brand Ambassador, Brand Image, dan Brand Trust Terhadap Repurchase Intention: Studi pada Konsumen Produk Tostos X NCT Dream di Surabaya. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(6), 3223–3236. https://doi.org/https://doi.org/10.47467/elmal.v5i6.2132
Wiwik, Susanti, E., & Lubis, Z. (2022). Niat Beli Ulang Generasi Z dan Millenial dalam Menggunakan E-Commerce. Bisman (Bisnis Dan Manajemen): The Journal of Business and Management, 5(3), 550–566. https://doi.org/https://doi.org/10.37112/bisman.v5i3.2317
Angraini, D., & Zulfa, Z. (2021). The Analisis Pengaruh Brand image Terhadap Minat Ulang Pasien Rawat Inap dengan Word Of Mouth (WOM) sebagai Variabel Intervening (Studi Kasus Rumah Sakit Swasta di Kota Padang). Jurnal Ilmu Kesehatan Masyarakat, 10(04), 277–286. https://doi.org/10.33221/jikm.v10i04.942
Armawan, I., Sudarmiatin, Hermawan, A., & Rahayu, W. P. (2023). The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop. International Journal of Data and Network Science, 7(1), 141–152. https://doi.org/10.5267/j.ijdns.2022.11.008
Azhari, S. P., & Nurhadi. (2023). Kemudahan Penggunaan, Resiko, dan Kepercayaan Konsumen Terhadap Repurchase Intention pada Situs Belanja Online Shopee. JURNAL ADMINISTRASI BISNIS (JAB), 12(2), 132–138.
CNN Indonesia. (2023). Dominasi Pasar E-Commerce, Shopee Unggul dari Para Pemain Lain. https://www.cnnindonesia.com/ekonomi/20230626105528-97-966554/dominasi-pasar-e-commerce-shopee-unggul-dari-para-pemain-lain. Diakses pada 17 Juli 2024 pukul 14:03 wib.
Delviana, A. S., Sarwoko, E., & Hidayat, C. W. (2023). Peran electronic word of mouth terhadap keputusan pembelian ulang: Citra merek sebagai mediasi. MBR (Management and Business Review), 7(1), 133–141. https://doi.org/10.21067/mbr.v7i1.8543
Devara, S. A., & Rachmawati, I. (2023). Pengaruh E-Wom, Brand Image, dan Price Terhadap Repurchase Intention Pada Iphone. SEIKO : Journal of Management & Business, 6(1), 21–32. https://doi.org/10.37531/sejaman.v6i1.3750
Dewi, I. G. A. Pt. R. P., & Ekawati, N. W. (2019). Peran Kepuasan Konsumen Memediasi Pengaruh Brand Image Terhadap Repurchase Intention. E-Jurnal Manajemen, 8(5), 2722–2752. https://doi.org/https://doi.org/10.24843/EJMUNUD.2019.v08.i05.p05
Dewi, L. K. C., Widagdo, S., Martini, L. K. B., & Suardana, I. B. R. (2022). Pengaruh Digital Marketing Dan Customer Relationship Marketing Terhadap Keputusan Wisatawan Dengan Brand Image Sebagai Variabel Mediasi. EKUITAS (Jurnal Ekonomi Dan Keuangan), 6(2), 243–270. https://doi.org/10.24034/j25485024.y2022.v6.i2.5205
Ellitan, L., Sindarto, J., & Agung, D. A. (2023). The Influence of Brand Image and Product Innovation on Customer Repurchase Intention through The Mediation of Customer Satisfaction Towards Indomie. Journal of Entrepreneurship & Business, 4(1), 32–45. https://doi.org/10.24123/jeb.v4i1.5275
Fajar, F., Priharsari, D., & Rokhmawati, R. I. (2022). Pengaruh Reputation dan EWOM terhadap Repurchase Intention Konsumen pada E-Commerce. Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 6(6), 3007–3016.
Faried, F., Priharsari, D., & Rokhmawati, R. I. (2022). Pengaruh Reputation dan EWOM terhadap Repurchase Intention Konsumen pada E-Commerce. Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 6(6), 3007–3016. http://j-ptiik.ub.ac.id
Fransisca, M. B., & Santika, I. W. (2024). Peran Brand Image Memediasi Pengaruh Ewom Terhadap Niat Beli Ulang Pada Tokopedia. E-Jurnal Manajemen Universitas Udayana, 13(2), 258–277. https://doi.org/10.24843/EJMUNUD.2024.v13.i02.p05
Ginting, Y. M., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329–340. https://doi.org/10.5267/j.ijdns.2022.10.001
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Huda, N. (2020). Pengaruh brand image terhadap keputusan pembelian motor scuter matic Yamaha di Makassar. Jurnal Asy-Syarikah: Jurnal Lembaga Keuangan, Ekonomi Dan Bisnis Islam, 2(1), 37–43. https://doi.org/https://doi.org/10.47435/asy-syarikah.v2i1.311
Indriany, Y., Hastuti, S., & P.V, D. I. (2022). Analisis Citra Merek Dan Sikap Konsumen Terhadap Keputusan Pembelian Pada Aplikasi Makanan Online (Studi Kasus Pelanggan Aplikasi Go Food, Grab Food, Shopee Food). JURNAL LENTERA BISNIS, 11(2), 205–218. https://doi.org/10.34127/jrlab.v11i2.539
Kasmir. (2022). Pengantar Metodologi Penelitian (untuk Ilmu Manajemen, Akuntansi, dan Bisnis). Depok: PT RajaGrafindo Persada.
Liyono, A. (2022). Pengaruh Brand Image, Electronic Word Of Mouth (E-Wom) Dan Harga Terhadap Keputusan Pembelian Produk Air Minum Galon Crystalline Pada PT. Pancaran Kasih Abadi. Jurnal Ekonomi Manajemen Dan Bisnis, 3(1), 73–91. https://doi.org/https://doi.org/10.32815/jubis.v3i1.1089
Nguyen, X. H., Nguyen, T. T., Anh Dang, T. H., Dat Ngo, T., Nguyen, T. M., & Anh Vu, T. K. (2024). The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam. Cogent Business and Management, 11(1), 1–17. https://doi.org/10.1080/23311975.2023.2292797
Piani, N. W. O., Sari, I. G. A. M. K. K., & Mataram, I. G. A. B. (2024). Implementation of electronic word of mouth and service quality toward repurchase intention at K Club Ubud Resort. Journal of Applied Sciences in Travel and Hospitality, 7(1), 38–51. https://doi.org/http://dx.doi.org/10.31940/jasth.v7i1.38-51
Putri, C. M., & Sumartik. (2024). Pengaruh Electronic Word Of Mouth, Kepercayaan Merek, Dan Citra Merek Terhadap Niat Pembelian Ulang. Jurnal Inovasi Daerah, 3(1), 39–56. https://inovdaboy.pubmedia.id/index.php/jid/article/view/33
Rachbini, W., Anggraeni, D., & Wulanjani, H. (2021). The influence of electronic service quality and electronic word of mouth (eWOM) toward repurchase intention (study on e-commerce in Indonesia). Jurnal Komunikasi: Malaysian Journal of Communication, 37(1), 42–58. https://doi.org/10.17576/JKMJC-2021-3701-03
Rahmawati, F. P. I., & Dermawan, R. (2023). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Lipstik Pixy Cosmetics di Kota Surabaya). Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 2823–2835. https://doi.org/10.47467/alkharaj.v6i2.4229
Riyanto, A. D. (2024). Hootsuite (We are Social): Data Digital Indonesia 2024. https://andi.link/hootsuite-we-are-social-data-digital-indonesia-2024/. Diakses pada 24 April 2024 pukul 13.53 wib
Safitri, A. N. (2021). Pengaruh brand image, persepsi harga dan kualitas layanan terhadap minat beli ulang pada Lazada. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 1(1), 1–9. https://doi.org/10.37631/e-bisma.v1i1.212
Semet, H. A. I. F., Kindangen, P., & Tulung, J. E. (2021). The Influence Of Consumer Perceived Value Dimensions Of Consumer Repurchase Intention Of Imported Thrift Clothes (Study Case: Rumah Live Online Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4), 532–542. https://doi.org/https://doi.org/10.35794/emba.v9i4.36400
Setiana, R., & Marlien, R. A. (2021). Niat Beli Ulang: E-Wom, Celebrity Endorse Dan Citra Merek. Proceeding SENDIU 2021, 8–13.
Setyowati, D. (2024). Transaksi ShopeeFood dan GrabFood Naik, GoFood Turun. https://katadata.co.id/digital/startup/65b76fd85c590/transaksi-shopeefood-dan-grabfood-naik-gofood-turun. Diakses pada 17 Juli 2024 pukul 13:16 wib.
Shen, Y., & Ahmad, R. (2022). The Influence of Brand Image and Favorability Toward Citizens in a Product’s Country of Origin on Product Evaluation: Moderating Effects of Switching Costs. Frontiers in Psychology, 13, 1–15. https://doi.org/10.3389/fpsyg.2022.740269
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Sutopo, Ed.). Bandung: Penerbit Alfabeta.
Sumampouw, R., Sumampouw, J. F., & Pandowo, A. (2022). Pengaruh Electronic Word-Of-Mouth Terhadap Minat Beli Pada Produk Scarlett Dengan Kesadaran Merek Sebagai Variabel Mediasi. Manajemen Dan Kewirausahaan, 3(2), 111–124. https://doi.org/https://doi.org/10.53682/mk.v3i2.4201
Sutanto, W. D. R., & Kussudyarsana, K. (2024). The Role of Brand Trust, Brand Image, Brand Equity on Repurchase Intention. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 119–128. https://doi.org/10.37641/jimkes.v12i1.2395
Syahla, A. M., & Irmawati, I. (2024). Pengaruh Electronic Word of Mouth Dan Brand Trust Terhadap Minat Beli Ulang Skincare Pada Generasi Muda Yang Dimediasi Oleh Brand Image. Manajemen Dan Bisnis, 6(1), 40–55. https://doi.org/https://doi.org/10.30743/jmb.v6i1.8876
Trisnalia, V. N. S., & Farida, S. N. (2024). Pengaruh Brand Ambassador, Brand Image, dan Brand Trust Terhadap Repurchase Intention: Studi pada Konsumen Produk Tostos X NCT Dream di Surabaya. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(6), 3223–3236. https://doi.org/https://doi.org/10.47467/elmal.v5i6.2132
Wiwik, Susanti, E., & Lubis, Z. (2022). Niat Beli Ulang Generasi Z dan Millenial dalam Menggunakan E-Commerce. Bisman (Bisnis Dan Manajemen): The Journal of Business and Management, 5(3), 550–566. https://doi.org/https://doi.org/10.37112/bisman.v5i3.2317
Published
2025-03-26
How to Cite
Yuli Sandra, R., & Evanita, S. (2025). Influence of electronic word-of-mouth on repurchase intention among ShopeeFood users in Padang City: The mediating role of brand Image . Marketing Management Studies, 5(1), 58-72. https://doi.org/10.24036/mms.v5i1.592
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