PENGARUH PROMOSI, E-WOM, DAN BRAND IMAGE TERHADAP NIAT MEMBELI KEMBALI

Abstract

The batik industry plays a role in the socio-cultural life of the community so that this business can continue to grow and develop. This research was conducted at one of the shops engaged in the batik industry, namely Sari Amerta Batik Collection. It was found that there were problems regarding consumer buying intentions which were allegedly influenced by several factors including promotion, e-wom, and brand image. The population of this research is the consumers of Sari Amerta Batik Collection who are domiciled in Gianyar Regency, with a specified number of samples as many as 100 respondents. Respondents were selected using purposive sampling method. Research data obtained by distributing questionnaires directly. The data that has been collected was analyzed using multiple linear regression analysis techniques. The results of the analysis show that there is a positive and significant effect between promotions on repurchase intentions. This means that the higher the promotion, the higher the intention to repurchase. There is a positive and significant effect between e- WOM on repurchase intention. This means that the better the e-WOM, the higher the intention to repurchase. There is a positive and significant influence between Brand Image on repurchase intention. This means that the better the Brand Image, the higher the intention to repurchase. Keywords: Repurchase Intention; Promotion; E-WOM; Brand Image