Articlediamond2023

Digital Communication: Bridge to Repurchase Intention

Hendrik Batoteng · Surahman Surahman · Bela Barus · Patimah Patimah · Gloria Adelaide Batoteng · Rahmah Athaya Aulia

5 citations0/0 files storedInterdisciplinary Social Studies

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Background: According to the Top Brand Index (TBI) statistics for 2021, Milo was ranked fifth in the ready-to-drink liquid milk category. Furthermore, in the Milk Powder category, Milo was picked third out of four milk brands in the same year. Aim: This study examines the impact of Brand Familiarity, Brand Love, and e-WOM on Brand Attitude and the Repurchase Intention of Milo brand consumers in Samarinda City. Method: This study uses a questionnaire with the object of research being the Milo Brand product. The sample of this study is 147 respondents conducted in the city of Samarinda. The method of sampling is accidental sampling, which means that data were collected from respondents while found. The research methodology for this study involves using a quantitative approach, including path analysis and Structural Equation Modeling (SEM), which were analyzed using IBM SPSS Statistic 25 software and AMOS 5.0 software. Findings: The analysis of the structural model in this study found that three out of six hypotheses were significant: (1) the effects of Brand Familiarity, e-WOM, and Brand Love on Brand Attitude, and (2) the effects of e-WOM, Brand Love, and Brand Attitude on Repurchase Intention. The other three hypotheses were not significant: (1) the effect of Brand Familiarity on Brand Attitude, (2) the effect of Brand Love on Repurchase Intention, and (3) the effect of e-WOM on Repurchase Intention.

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2015A primer on partial least squares structural equation modeling (PLS-SEM)1993Research methods for business: A skill building approach 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?1987Dimensions of Consumer Expertise 2013Research Methods for Business: A Skill-Building Approach 2007Electronic word-of-mouth in hospitality and tourism management 2006Some antecedents and outcomes of brand love 2003Customer repurchase intention

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