PERAN BRAND IMAGE MEMEDIASI PENGARUH E-WOM DAN SOCIAL MEDIA MARKETING TERHADAP REPURCHASE INTENTION BALI UNITED STORE - Mahardika, Pande Kadek Indra; Giantari, I Gst. Ayu Kt.; Setiawan, Putu Yudi; Purbawangsa, Ida Bagus Anom (E-Jurnal Manajemen; Vol 14 No 5 (2025)DO - 10.24843/EJMUNUD.2025.v14.i5.p06, 2025)
Repurchase intention merupakan aspek penting dalam keberlangsungan perusahaan karena mencerminkan tingkat kepuasan konsumen terhadap suatu produk. Penelitian ini bertujuan untuk menjelaskan peran brand image dalam memediasi pengaruh e-WOM dan social media marketing terhadap repurchase intention Bali United Store. Populasi penelitian ini merupakan masyarakat Kota Denpasar yang sudah pernah melakukan pembelian minimal satu kali dalam satu tahun pada Bali United Store dengan penentuan sampel menggunakan jenis non probability sampling dengan teknik purposive sampling . Pengumpulan data dilakukan dengan metode survei melalui penyebaran kuesioner dengan responden sebanyak 120 responden. Penelitian ini menggunakan teknik analisis Structural Equation Modeling (SEM) dengan Partial Least Squares (PLS). Hasil analisis menunjukkan bahwa e-WOM , social media marketing, dan brand image berpengaruh secara positif dan signifikan terhadap repurchase intention, selain itu e-WOM dan social media marketing berpengaruh secara positif dan signifikan terhadap brand image, serta brand image mampu memediasi pengaruh e-WOM dan social media marketing terhadap repurchase intention . Berdasarkan hasil ini, pihak manajemen Bali United Store direkomendasikan untuk memperhatikan ulasan yang masuk pada toko online , menyajikan informasi yang update , menjaga rating di marketplace agar tetap tinggi guna nantinya dapat meningkatkan repurchase intention konsumen.   Repurchase intention is an important aspect in company's sustainability as it reflects the level of customer satisfaction towards a product. This research aims to explain the role of brand image in mediating the influence of e-WOM and social media marketing on repurchase intention of Bali United Store. The population of this study is the residents of Denpasar City who have made at least one purchase within a year from the Bali United Store, with sample determination using non-probability sampling technique with purposive sampling method. Data collection was conducted through survey method by distributing questionnaires to 120 respondents. This study uses Structural Equation Modeling (SEM) analysis technique with Partial Least Squares (PLS). The results of the analysis indicate that e-WOM, social media marketing, and brand image have positive and significant effect on repurchase intention. Additionally, e-WOM and social media marketing have positive and significant effect on brand image, and brand image is able to mediate the influence of e-WOM and social media marketing on repurchase intention. Based on these results, the management of Bali United Store is recommended to pay attention to the reviews received on the online store, providing up-to-date information, and maintaining a high rating on the marketplace to ultimately enhance consumer repurchase intention.