PENGARUH CITRA MEREK, PROMOSI, HARGA DAN EWOM TERHADAP MINAT BELI ULANG MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING PADA USAHA RUMAH ROTI DI SITUBONDO

Abstract

This study examines the effects of brand image, promotion, price, and electronic word of mouth (eWOM) on repurchase intention, with purchase decision serving as an intervening variable, in the context of Rumah Roti businesses in Situbondo, Indonesia. A quantitative research design was employed using a purposive sampling technique. Data were collected from 115 respondents through a non-probability sampling approach and analyzed using SmartPLS 3.0. The analysis included convergent validity, reliability, goodness-of-fit (GoF), coefficient of determination, structural model (inner model), and hypothesis testing. The findings reveal that price and eWOM have a significant positive effect on purchase decision, whereas brand image and promotion do not significantly influence purchase decision. Furthermore, brand image, promotion, price, and eWOM do not have a direct significant effect on repurchase intention, while purchase decision significantly and positively affects repurchase intention. Mediation analysis indicates that purchase decision does not mediate the effects of brand image and promotion on repurchase intention. In contrast, purchase decisions significantly mediate the relationships between price and eWOM and repurchase intention. These findings highlight the pivotal role of purchase decision as an intervening variable in enhancing consumers' repurchase intention toward Rumah Roti businesses in Situbondo.