Research Paper
Year: 2021 | Month: September | Volume: 8 | Issue: 9 | Pages: 81-91
DOI: https://doi.org/10.52403/ijrr.20210912
The Effect of Electronic Word of Mouth (E-Wom) and Brand Image on Repurchase Intention Moderated by Brand Trust in the Garuda Indonesia Airline
Nasya Nirma Sari1, Amrin Fauzi2, Endang Sulistya Rini2
1,2Master of Management Study Program on Postgraduate School of University of Sumatera Utara
Corresponding Author: Nasya Nirma Sari
ABSTRACT
Repurchase intention is a commitment of a customer formed as a consumer purchases a product or service. Many factors influencing repurchase intention, including the E-Word of Mouth (E_WOM), brand image and brand trust. E-WOM is an effective tool for building brand awareness, creating hype in the market, influencing purchasing decision and developing brand loyalty. Brand image is a description of association of consumer beliefs in a particular brand. Brand Trust is a customer's desire to rely on a brand at any cost. The present study is a survey using an associative quantitative approach aimed at determiniong the effect of E-WOM and brand image on repurchase intention moderated by brand trust. The population of the study included all customers of Garuda Indonesia airline who have used the airline in the past year, especially the Garuda Indonesia Medan, which amounted to 36,000 during 2019. The sampling method used a sample formula with certain criteria so that were 100 samples. The data collection method used a questionnaire. Data analysis used path analysis. The results of the the study showm that E-WOM has a significant effect on Brand Trust. Brand Image has a significant influence on Brand Trust. Brand Trust has a significant positive effect on the Repurchase Intention variable. E-WOM has a significant positive effect on variable Repurchase Intention. Brand Image has a significant effect on the Repurchase Intention variable through Brand Trust. E-WOM has a significant positive effect on variable Repurchase Intention through Brand Trust. Brand Image has a significant effect on the Repurchase Intention. In other words, Brand Trust is proven to moderate the influence of Brand Trust on Repurchase Intention. It is recommended that Garuda Indonesia Airlines provide consistent, fast and quality service so that it gets positive reviews from customers which will increase Repurchase Intention of Garuda Indonesia flight tickets.
Keywords: E-WOM, Brand image, brand trust, repurchase intention.
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