PENGARUH CITRA MEREK TERHADAP NIAT BELI ULANG KONSUMEN DENGAN ELECTRONIC WORD OF MOUTH SEBAGAI PEMODERASI (Survey Pada Konsumen Restoran Jepang Sushisamp di Kota Sampit)

Abstract

This research was conducted to examine the influence of brand image on consumer repurchase intentions with electronic word of mouth as a moderator. The population in this research consisted of Sushisamp consumers in the city of Sampit, where the population was considered infinite. The sample included 100 respondents, used a purposive sampling technique. Data analysis in this research used Moderated Regression Analysis. The research results showed that brand image had a positive and significant effect on repurchase intention. Electronic word of mouth also had a positive and significant effect on repurchase intentions. However, the research showed that electronic word of mouth, as a moderating variable, could not moderate the influence of brand image on repurchase intention