Pengaruh Electronic Word Of Mouth (E-wom) dan Brand Image terhadap Repurchase Intention produk MS Glow pada Mahasiswa Unisma Bekasi

Zahirah, Afifah (2023) Pengaruh Electronic Word Of Mouth (E-wom) dan Brand Image terhadap Repurchase Intention produk MS Glow pada Mahasiswa Unisma Bekasi. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

This study aims to determine the influence of Electronic Word Of Mouth (E-wom) and Brand Image on the Repurchase Intention of MS Glow Products in Unisma Bekasi Students. This research is a quantitative descriptive research. The population in this study is active students of UNISMA Management study program S-1 odd semester 2022 who have purchased MS Glow products with a product service life of more than 3 months. The sampling technique in this study used a simple random sampling technique. The data analysis method used is Partial Least Square (PLS) analysis using the SmartPLS program. The results of this study showed that in this study researchers only used two variables, namely electronic word of mouth and brand image which got 0.785% meaning that the coefficient of determination of 78.5% affects repurchase intention, while the rest can be explained by factors outside the model. In general, it can be concluded that the electronic word of mouth variable has a positive but not significant effect on repurchase intention in UNISMA Bekasi students, the brand image variable has a positive and significant influence on repurchase intention in UNISMA Bekasi students.

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