Pengaruh Electronic Word 0f Mouth terhadap Minat Beli Ulang yang Dimediasi oleh Brand Image pada Produk Bedak Padat Maybelline di Kota Bandung

Friska Fitria Halistianti, Abdul Ahmad Hafidh Nurmansyah
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Abstract

The aim of this research is to determine the influence of electronic word of mouth (E-WOM) on repurchase intention mediated by brand image on Maybelline pressed powder products in Bandung City. The instruments used in this research have been declared to have passed the validity test, reliability test, classical assumption test, simple regression test, multiple regression test and Sobel test. This instrument is used as a data collection tool from respondents, namely consumers who use make up who have used and purchased products from the object being assessed. This research involved 165 respondents with ages ranging from 17 years and over. The data collection technique was carried out by distributing online questionnaires and the total time used to collect relevant data was cross-sectional or one shot study. The analytical tool used to test the data instrument uses SPSS version 25 software tools and the sobel test. The findings of this research show that electronic word of mouth (E-WOM) has a positive and significant effect on brand image, electronic word of mouth (E-WOM) has a positive and significant effect on repurchase interest, brand image has a positive and significant effect on repurchase interest , and brand image can mediate the influence of electronic word of mouth (E-WOM) on purchasing interest. The results of this research are also useful for managers of objects that are considered related, regarding designing strategies that are relevant to improving the quality of these attributes.  
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万隆市美宝莲固体粉末产品的电子口碑对以品牌形象为中介的回购兴趣的影响
本研究旨在确定电子口碑(E-WOM)在万隆市美宝莲粉饼产品的品牌形象中介下对再购意向的影响。本研究使用的工具已通过有效性检验、可靠性检验、经典假设检验、简单回归检验、多元回归检验和 Sobel 检验。该工具被用作从受访者(即使用过并购买过被评估对象产品的化妆品消费者)那里收集数据的工具。这项研究涉及 165 名年龄在 17 岁及以上的受访者。数据收集技术通过发放在线问卷的方式进行,收集相关数据的总时间为横截面或一次性研究。测试数据工具所使用的分析工具是 SPSS 第 25 版软件工具和苏贝尔检验。研究结果表明,电子口碑(E-WOM)对品牌形象有积极而显著的影响,电子口碑(E-WOM)对回购兴趣有积极而显著的影响,品牌形象对回购兴趣有积极而显著的影响,品牌形象可以调节电子口碑(E-WOM)对购买兴趣的影响。这项研究的结果也有助于被视为相关对象的管理者设计相关策略,以提高这些属性的质量。
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