The impact of electronic word-of-mouth and perceived value on Iphone users' repurchase intention: The mediating role of brand trust
Keywords:
ewom, perceived value, brand trust, repurchase intention
Abstract
This study examines the factors that influence repurchase intention on iPhone users in Padang, focusing on the role of Electronic Word of Mouth (eWOM), perceived value, and brand trust. This study aims to determine the impact of eWOM on brand trust and repurchase intention, examine the influence of perceived value on brand trust and repurchase intention, and examine the mediating role of brand trust in the relationship. The sample used was 186 respondents. Data were processed using SmartPLS and collected through an online questionnaire. The results of the study indicate that (1) eWOM has a positive and significant effect on brand trust. (2) eWOM has a positive and significant effect on repurchase intention. (3) Perceived value has a positive and significant effect on brand trust. (4) Perceived value has a positive and significant effect on repurchase intention. (5) Brand trust has a positive and significant effect on repurchase intention. (6) eWOM has a positive and insignificant effect on Repurchase Intention mediated by Brand Trust. (7) Perceived value has a positive and significant effect on Repurchase Intention mediated by Brand Trust.
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References
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Bulut, Z. A. , & K. A. N. (2018). Examining the role of two aspects of ewom in online repurchase intention: An integrated trust–loyalty perspective. Journal of Consumer Behaviour.
Chaudhuri, A., & Holbrook, M. B. (2008). The chain of effects from brand trust and brand affect to brand performance. Journal of Marketing, 65(3), 8.
Chih, W.-H., Hsu, L.-C., & Ortiz, J. (2020). The antecedents and consequences of the perceived positive eWOM review credibility. Industrial Management & Data Systems, 120(6), 1217–1243.
Daowd, A., Hasan, R., Eldabi, T., Rafi-ul-Shan, P. M., Cao, D., & Kasemsarn, N. (2021). Factors affecting eWOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand. Journal of Enterprise Information Management, 34(3), 838–859.
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Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55.
Fadilah Uliya. (2023). Pengaruh Brand Image, Brand Trust, dan Marketing Communication Terhadap Minat Beli Produk Herborist Juice For Skin (Studi Kasus Generasi Z Kota Malang).
Guo, J., & Li, L. (2022). Exploring the relationship between social commerce features and consumers’ repurchase intentions: the mediating role of perceived value. Frontiers in Psychology, 12, 775056.
Haikal, reza, handayani, siti dyah, & nuryakin. (2023). THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) AND BRAND TRUST ON BRAND IMAGE AND SHOPEE CONSUMERS BUYING INTEREST. Jurnal Manajerial, 10. https://doi.org/10.30587/manajerial.v10i03.6263
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Hidayanto, A. N., Ovirza, M., Anggia, P., Budi, N. F. A., & Phusavat, K. (2017). The roles of electronic word of mouth and information searching in the promotion of a new E-commerce strategy: A case of online group buying in Indonesia. Journal of Theoretical and Applied Electronic Commerce Research, 12(3), 69–85. https://doi.org/10.4067/S0718-18762017000300006
Hung, W. H., Tseng, C. L., Ho, C. F., & Wu, C. C. (2020). How Social Impact Affects Smartphone Brand Loyalty. Journal of Computer Information Systems, 60(5), 448–458. https://doi.org/10.1080/08874417.2018.1529514
Hutomo, T. P. (2016). Analisis Hubungan Perceived Value, Price Fairness, Brand Image, terhadap Repurchase Intention yang Dimediasi Oleh Trust dan Customer Satisfaction (Studi Pada Produk Coca-Cola di Solo Raya).
I Ajzen. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes. 179–211.
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
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J Paul Peter, & Jerry C. Olson. (2015). Consumer behavior Jilid 2 : Perilaku konsumen dan strategi pemasaran (4th ed.).
Kim, C., Galliers, R. D., Shin, N., Ryoo, J.-H., & Kim, J. (2012). Factors influencing Internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374–387.
Kurniawan, A., Yusuf, M., Manueke, B. B. R., Norvadewi, N., & Nurriqli, A. (2022). In Tokopedia Applications, The Effect Of Electronic Word Of Mouth And Digital Payment On Buying Intention. Jurnal Darma Agung, 30(3), 272–286.
Laparojkit, S., & Suttipun, M. (2022). The causal factors influencing repurchase intentions of local tourists in Thailand during COVID-19 crisis. Journal of Tourism Futures. https://doi.org/10.1108/JTF-05-2021-0122
Lee, K. (2018). The Influence of Beauty-Related YouTube content on Consumers’ Purchase Intention.
Liang, L. J., Choi, H. S. C., & Joppe, M. (2018a). Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 35(1), 73–89.
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Liu Y, Huang Y, & Chen Y. (2011). The influence of online word-of-mouth on the brand trust and repurchase intention of young consumers. . Journal of Marketing Development and Competitiveness, .
Macheka, T., Quaye, E. S., & Ligaraba, N. (2024). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers, 25(4), 462–482. https://doi.org/10.1108/YC-05-2023-1749
Maduretno, R. B. E. H. P., & Junaedi, S. (2021). The importance of eWOM elements on online repurchase intention: Roles of trust and perceived usefulness. Jurnal Ekonomi Indonesia, 10(1), 55–69.
Mohammed, A., & Al-Swidi, A. (2019). The influence of CSR on perceived value, social media and loyalty in the hotel industry. Spanish Journal of Marketing - ESIC, 23(3), 373–396. https://doi.org/10.1108/SJME-06-2019-0029
Mustika Hapsari, F., & Setya Marwati, F. (2022). Pengaruh brand trust, media sosial dan online consumer review terhadap minat beli. Online) JURNAL MANAJEMEN, 14(1), 2022–2091. https://doi.org/10.29264/jmmn.v14i1.10747
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). https://doi.org/10.1080/23311975.2023.2292797
Nikhashemi, S. R., Valaei, N., Rezaei, S., & Bressolles, G. (2021). The hidden chain of branded telecommunication services delivery: value, trust, brand, price tolerance and word of mouth communication chain. Journal of Relationship Marketing, 20(3), 204–240.
Pan, H., & Kang, M.-S. (2017). Comparative Analysis of Galaxy and Xiaomi on Switching Intention Process of Smartphone Using Structural Equation Modeling. International Journal of Multimedia and Ubiquitous Engineering, 12(2), 13–28.
Prameka, A. S., Do, B.-R., & Rofiq, A. (2016). How Brand Trust is Influenced by Perceived Value and Service Quality: Mediated by Hotel Customer Satisfaction. Asia Pacific Management and Business Application, 5(2), 72–84. https://doi.org/10.21776/ub.apmba.2016.005.02.2
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu pada era media sosial. Bandung: CV Pustaka Setia, 358.
Qin, Z., & Surachaikulwattana, P. (2017). The Relationship among Social Environment, Perceived Value, Customer Satisfaction and Repurchase Intention in Ice Cream Franchise.
Raharja, G., Udayana, I. B. N., & Cahyani, P. D. (2022). As an Intervening Variable Trust, the Influence of Functional Value, Social Value, and Emotional Value on Purchase Intention. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(4), 1134–1151.
Rahman, M. A., Abir, T., Yazdani, D. M. N., Hamid, A. B. A., & Al Mamun, A. (2020). Brand image, eWOM, trust and online purchase intention of digital products among Malaysian consumers. Journal of Xi’an University of Architecture & Technology, 12(3), 4935–4946.
Schiffman, L. G., & Lazar, K. L. (2010). Consumer Behavior 10th edition: Consumer Innovativeness. New Jersey: Pearson Education Inc.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. john wiley & sons.
Shirin, A., & Puth, G. (2011). Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty.
Stefanny, N., Rahmiati, F., & Roni, M. (n.d.). IDEAS: Journal of Management and Technology THE ROLE OF BRAND IMAGE AND BRAND TRUST IN MEDIATING THE INFLUENCE OF E-WOM ON PURCHASE DECISION (CASE OF VIDEO-ON-DEMAND NETFLIX). IDEAS: Journal of Management and Technology, 2(1), 12–21. http://e-journal.president.ac.id/presunivojs/index.php/IDEAS
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Tabrani, M., Amin, M., & Nizam, A. (2018). Trust, commitment, customer intimacy and customer loyalty in Islamic banking relationships. International Journal of Bank Marketing, 36(5), 823–848. https://doi.org/10.1108/IJBM-03-2017-0054
Thamrin, A., & Tantri, F. (2016). Manajemen Pemasaran, Depok: PT. Raja Grafindo Persada.
Wangsahardja, B. (2019). PENGARUH TRUST DAN PERCEIVED VALUE TERHADAP MINAT BELI KONSUMEN BOXIFY.ID.
Y Huang, D yen, C liu, & c Chang. (n.d.). Enhancing repurchase intention through brand trust and brand loyalty in the online retailing context. .
Z ahmed, m rizwan, m ahmad, & m haq. (2021). The impact of brand trust on repurchase intention: The mediating role of consumer satisfaction. . Journal of Consumer Marketing, .
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Amanda, D. R., & Baidlowi, I. (2022). Pengaruh brand image dan brand trust serta kualitas produk terhadap keputusan pembelian pada lipstik Wardah (Studi pada konsumen lipstik Wardah di wilayah Mojokerto). Jurnal Cakrawala Ilmiah, 1(12), 3565–3578.
Aprilia, Y., & Andarini, S. (2023). Pengaruh Product Quality dan Brand Trust terhadap Repurchase Intention Melalui Customer Satisfaction sebagai Variabel Intervening pada Produk Kecantikan Brand Somethinc. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(6), 3193–3205.
Bulut, Z. A. , & K. A. N. (2018). Examining the role of two aspects of ewom in online repurchase intention: An integrated trust–loyalty perspective. Journal of Consumer Behaviour.
Chaudhuri, A., & Holbrook, M. B. (2008). The chain of effects from brand trust and brand affect to brand performance. Journal of Marketing, 65(3), 8.
Chih, W.-H., Hsu, L.-C., & Ortiz, J. (2020). The antecedents and consequences of the perceived positive eWOM review credibility. Industrial Management & Data Systems, 120(6), 1217–1243.
Daowd, A., Hasan, R., Eldabi, T., Rafi-ul-Shan, P. M., Cao, D., & Kasemsarn, N. (2021). Factors affecting eWOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand. Journal of Enterprise Information Management, 34(3), 838–859.
Dwita, V. (2021). Jurnal Manajemen Industri dan Logistik THE MEDIATING EFFECT OF EMOTIONAL ATTACHMENT BETWEEN SOCIAL MEDIA INTERACTIVITY AND WORD OF MOUTH ARTICLE INFORMATION ABSTRACT. Jurnal Manajemen Industri Dan Logistik (JMIL), 5(2), 141–153. https://doi.org/10.30988/jmil.v5i2.1150
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55.
Fadilah Uliya. (2023). Pengaruh Brand Image, Brand Trust, dan Marketing Communication Terhadap Minat Beli Produk Herborist Juice For Skin (Studi Kasus Generasi Z Kota Malang).
Guo, J., & Li, L. (2022). Exploring the relationship between social commerce features and consumers’ repurchase intentions: the mediating role of perceived value. Frontiers in Psychology, 12, 775056.
Haikal, reza, handayani, siti dyah, & nuryakin. (2023). THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) AND BRAND TRUST ON BRAND IMAGE AND SHOPEE CONSUMERS BUYING INTEREST. Jurnal Manajerial, 10. https://doi.org/10.30587/manajerial.v10i03.6263
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52.
Hidayanto, A. N., Ovirza, M., Anggia, P., Budi, N. F. A., & Phusavat, K. (2017). The roles of electronic word of mouth and information searching in the promotion of a new E-commerce strategy: A case of online group buying in Indonesia. Journal of Theoretical and Applied Electronic Commerce Research, 12(3), 69–85. https://doi.org/10.4067/S0718-18762017000300006
Hung, W. H., Tseng, C. L., Ho, C. F., & Wu, C. C. (2020). How Social Impact Affects Smartphone Brand Loyalty. Journal of Computer Information Systems, 60(5), 448–458. https://doi.org/10.1080/08874417.2018.1529514
Hutomo, T. P. (2016). Analisis Hubungan Perceived Value, Price Fairness, Brand Image, terhadap Repurchase Intention yang Dimediasi Oleh Trust dan Customer Satisfaction (Studi Pada Produk Coca-Cola di Solo Raya).
I Ajzen. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes. 179–211.
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Ismail, I. J. (2022). I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention. Management Matters, 19(2), 167–186. https://doi.org/10.1108/manm-02-2022-0033
J Paul Peter, & Jerry C. Olson. (2015). Consumer behavior Jilid 2 : Perilaku konsumen dan strategi pemasaran (4th ed.).
Kim, C., Galliers, R. D., Shin, N., Ryoo, J.-H., & Kim, J. (2012). Factors influencing Internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374–387.
Kurniawan, A., Yusuf, M., Manueke, B. B. R., Norvadewi, N., & Nurriqli, A. (2022). In Tokopedia Applications, The Effect Of Electronic Word Of Mouth And Digital Payment On Buying Intention. Jurnal Darma Agung, 30(3), 272–286.
Laparojkit, S., & Suttipun, M. (2022). The causal factors influencing repurchase intentions of local tourists in Thailand during COVID-19 crisis. Journal of Tourism Futures. https://doi.org/10.1108/JTF-05-2021-0122
Lee, K. (2018). The Influence of Beauty-Related YouTube content on Consumers’ Purchase Intention.
Liang, L. J., Choi, H. S. C., & Joppe, M. (2018a). Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 35(1), 73–89.
Liang, L. J., Choi, H. S. C., & Joppe, M. (2018b). Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 35(1), 73–89.
Liu Y, Huang Y, & Chen Y. (2011). The influence of online word-of-mouth on the brand trust and repurchase intention of young consumers. . Journal of Marketing Development and Competitiveness, .
Macheka, T., Quaye, E. S., & Ligaraba, N. (2024). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers, 25(4), 462–482. https://doi.org/10.1108/YC-05-2023-1749
Maduretno, R. B. E. H. P., & Junaedi, S. (2021). The importance of eWOM elements on online repurchase intention: Roles of trust and perceived usefulness. Jurnal Ekonomi Indonesia, 10(1), 55–69.
Mohammed, A., & Al-Swidi, A. (2019). The influence of CSR on perceived value, social media and loyalty in the hotel industry. Spanish Journal of Marketing - ESIC, 23(3), 373–396. https://doi.org/10.1108/SJME-06-2019-0029
Mustika Hapsari, F., & Setya Marwati, F. (2022). Pengaruh brand trust, media sosial dan online consumer review terhadap minat beli. Online) JURNAL MANAJEMEN, 14(1), 2022–2091. https://doi.org/10.29264/jmmn.v14i1.10747
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). https://doi.org/10.1080/23311975.2023.2292797
Nikhashemi, S. R., Valaei, N., Rezaei, S., & Bressolles, G. (2021). The hidden chain of branded telecommunication services delivery: value, trust, brand, price tolerance and word of mouth communication chain. Journal of Relationship Marketing, 20(3), 204–240.
Pan, H., & Kang, M.-S. (2017). Comparative Analysis of Galaxy and Xiaomi on Switching Intention Process of Smartphone Using Structural Equation Modeling. International Journal of Multimedia and Ubiquitous Engineering, 12(2), 13–28.
Prameka, A. S., Do, B.-R., & Rofiq, A. (2016). How Brand Trust is Influenced by Perceived Value and Service Quality: Mediated by Hotel Customer Satisfaction. Asia Pacific Management and Business Application, 5(2), 72–84. https://doi.org/10.21776/ub.apmba.2016.005.02.2
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu pada era media sosial. Bandung: CV Pustaka Setia, 358.
Qin, Z., & Surachaikulwattana, P. (2017). The Relationship among Social Environment, Perceived Value, Customer Satisfaction and Repurchase Intention in Ice Cream Franchise.
Raharja, G., Udayana, I. B. N., & Cahyani, P. D. (2022). As an Intervening Variable Trust, the Influence of Functional Value, Social Value, and Emotional Value on Purchase Intention. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(4), 1134–1151.
Rahman, M. A., Abir, T., Yazdani, D. M. N., Hamid, A. B. A., & Al Mamun, A. (2020). Brand image, eWOM, trust and online purchase intention of digital products among Malaysian consumers. Journal of Xi’an University of Architecture & Technology, 12(3), 4935–4946.
Schiffman, L. G., & Lazar, K. L. (2010). Consumer Behavior 10th edition: Consumer Innovativeness. New Jersey: Pearson Education Inc.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. john wiley & sons.
Shirin, A., & Puth, G. (2011). Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty.
Stefanny, N., Rahmiati, F., & Roni, M. (n.d.). IDEAS: Journal of Management and Technology THE ROLE OF BRAND IMAGE AND BRAND TRUST IN MEDIATING THE INFLUENCE OF E-WOM ON PURCHASE DECISION (CASE OF VIDEO-ON-DEMAND NETFLIX). IDEAS: Journal of Management and Technology, 2(1), 12–21. http://e-journal.president.ac.id/presunivojs/index.php/IDEAS
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Tabrani, M., Amin, M., & Nizam, A. (2018). Trust, commitment, customer intimacy and customer loyalty in Islamic banking relationships. International Journal of Bank Marketing, 36(5), 823–848. https://doi.org/10.1108/IJBM-03-2017-0054
Thamrin, A., & Tantri, F. (2016). Manajemen Pemasaran, Depok: PT. Raja Grafindo Persada.
Wangsahardja, B. (2019). PENGARUH TRUST DAN PERCEIVED VALUE TERHADAP MINAT BELI KONSUMEN BOXIFY.ID.
Y Huang, D yen, C liu, & c Chang. (n.d.). Enhancing repurchase intention through brand trust and brand loyalty in the online retailing context. .
Z ahmed, m rizwan, m ahmad, & m haq. (2021). The impact of brand trust on repurchase intention: The mediating role of consumer satisfaction. . Journal of Consumer Marketing, .
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Published
2025-03-26
How to Cite
Raka, A., & Abror, A. (2025). The impact of electronic word-of-mouth and perceived value on Iphone users’ repurchase intention: The mediating role of brand trust. Marketing Management Studies, 5(1), 1-14. https://doi.org/10.24036/mms.v5i1.619
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Articles
