THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) AND BRAND IMAGE ON REPURCHASE INTENTION THROUGH CONSUMER TRUST AS AN INTERVENING VARIABLE IN CURRENT TEA SHOP PRODUCTS

Abstract

The purpose of this research is to examine the effect of: 1) E-WoM on consumer trust. 2)  E-WoM on repurchase intention. 3)  E-WoM on repurchase intention through consumer trust. 4) brand image on consumer trust. 5) brand image on repurchase intention 6) brand image on on repurchase intention through consumer trust. 7) consumer trust on repurchase intention. The data collection method used a survey with an instrument in the form of a questionnaire distributed online. The research method used in this study is the causal method. This method aims to identify causal relationships between variables and independent variables and dependent variables (Sekaran and Bougie, 2016). Then the type of research used is quantitative. This research was carried out by analyzing the data by describing the data numerically or through numbers. The location chosen for conducting this research is Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi). This is because the majority of Esteh Indonesia outlets are located on the island of Java, with as many as 643 outlets, especially in the Jabodetabek area (Vectornesia, 2023). As for this research, the researchers conducted it from November 2022 to May 2023. EWOM has a significant positive effect on consumer trust and repurchase intention. Then regarding the effect of EWOM on repurchase intention indirectly (indirectly) through consumer trust. The results obtained stated that EWOM had a significant positive effect on repurchase intention through consumer trust. Then regarding the direct effect of brand image on consumer trust and repurchase intention, brand image has a significant positive effect on consumer trust and repurchase intention. Finally, regarding the effect of brand image on repurchase intention indirectly through consumer trust, significant positive results were obtained. From these results it can be concluded that the customer's consumer trust in Esteh Indonesia mediates the influence between the brand image of Esteh Indonesia felt by the customer on the repurchase intention of the customer towards Esteh Indonesia in a positive and significant way.