THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (EWOM), BRAND IMAGE, AND PRICE ON RE-PURCHASE INTENTION OF AIRLINE CUSTOMERS

Moh. Erfan Arif

84 citations0/0 files storedJurnal Aplikasi Manajemen

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

This research aims to investigate the factors which influence the Citilink customer’s repurchase intention. This research implements Electronic Word of Mouth (eWOM), brand image, and price as the independent variables that influence customer’s repurchase intention. This research applies explanatory research, and the data are collected by employing a survey method. The respondents comprised 180 customers who had purchased Citilink Indonesia minimum in one purchased. The research data and hypothesis are analyzed by using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). Finally, the findings indicated that eWOM and brand image significantly and positively influence Citilink customer ’s repurchase intention. In conclusion, the more positive the eWOM from the Citilink Indonesia’s previous customer, the higher the repurchase intention. In line with it, the more positive (good) brand image of Citilink Indonesia, the higher the repurchase intention of the customers.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1994Marketing Research: An Applied Orientation 2010Satisfaction: a behavioral perspective on the consumer 2006The Effect of Word of Mouth on Sales: Online Book Reviews 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?1995Building Strong Brands 1991Managing Brand Equity 1992Managing Brand Equity: Capitalizing on the Value of a Brand Name

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