Analysis of The Influence of Brand Image and Negative Electronic Word of Mouth on Repurchase Intention of Ice Cream Aice Consumers
Article Sidebar
Main Article Content
Abstract
The development of the internet in Indonesia is becoming increasingly widespread. One of the ice cream companies in Indonesia is experiencing negative electronic word of mouth due to internet developments. This study uses brand image as an intervention to examine the impact of unfavorable electronic word of mouth on repurchase intention. Purposive sampling was used to select 100 respondents and distribute questionnaires to them. Path analysis is the data analysis technique employed. The study's findings indicate that negative online reviews have little bearing on a brand's reputation. Negative online reviews affect consumers' intentions to make new purchases. Repurchase intent is influenced by brand perception. Repurchase intentions are impacted by negative brand perception and electronic word of mouth. By using brand image as an intermediary variable, negative electronic word of mouth has no impact on consumers' intentions to make another purchase.
Article Details
References
Chiang, YJ. (2016). Examining the Relationships Between Destination Image, Place Attachment, and Destination Loyalty in the Context of Night Markets. International Journal of Business and Management, 11(2), 11-21.
Lumingkewas, C. S. (2016). Analisis Yuridis Pemaknaan Konsep Dalam Pasal 16 Undang-Undang Rumah Susun Bagi Masyarakat Berpenghasilan Rendah. Arena Hukum, 9(3), 421-441.
Lumingkewas, C. S., Nimran, U., Raharjo, K., & Utami, H. N. (2019). Effect of Job Insecurity to Organizational Commitment and Intention to Leave. Wacana Journal of Social and Humanity Studies, 22(4).
Raharjo, I. B., Ausat, A. M. A., Risdwiyanto, A., Gadzali, S. S., & Azzaakiyyah, H. K. (2023). Analysing the Relationship between Entrepreneurship Education, Self-Efficacy, and Entrepreneurial Performance. Journal on Education, 5(4), 11566-11574.
Tannady, H., Assery, S., Nugraha, J. P., Arta, D. N. C., & Raharjo, I. B. (2022). Upaya Meningkatkan Kinerja Karyawan Pada Perusahaan Fintech Melalui Disiplin Dan Motivasi Kerja. Management Studies and Entrepreneurship Journal (MSEJ), 3(5), 3007-3016.
Raharjo, I. B., Tannady, H., Adinugroho, I., Kraugusteeliana, K., & Gultom, E. S. (2023). Analisis Peran Motivasi Dan Pelatihan Kerja Terhadap Kinerja Pelaku Industri Kuliner Di Provinsi DKI Jakarta. Management Studies and Entrepreneurship Journal (MSEJ), 4(1), 616-623.
Meisarah, F., Octiva, C. S., Sucipto, P. A., Satyaninrum, I. R., & Bakri, A. A. (2023). Improving Student Text Writing Ability by Utilizing the Use of Augmented Reality Feature. Jurnal Sistim Informasi dan Teknologi, 129-134.
Satyaninrum, I. R. (2021). Pengaruh Pola Asuh Orang Tua Terhadap Perilaku Sosial Anak Usia Dini di TKIT Cahaya Ananda Depok. GENIUS: Indonesian Journal of Early Childhood Education, 2(1), 15-30.
Iswara, I. G. A. D., & Jatra, I. M. (2017). The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth on Purchase (Case Study on Samsung Smartphone Products in Denpasar City) Faculty of Economics and Business, Udayana University (Unud), Bali, Indonesia Technological developments. E-Jurnal Manajemen Unud, 6(8), 3991–4018. https://www.neliti.com/id/
Putri, Larasati Melda. dan Rahyuda, Ketut. (2021). The Role of Brand Image Mediates the Effect of E-WOM on Purchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(2), 531- 541.www.ajhssr.com
Sugiyono. (2020). Qualitative research methods. Bandung: Alfabeta.
Zhang. (2017). An Empirical Examination of Online Restaurant Reviews on Yelp.com:Social Media in Hospitality and Tourism. International Journal of Contemporary Hospitality Management, 29(2).