The Role of Brand Image in Mediating the Influence of Brand Ambassador and E-WOM on Repurchase Intention (A Study on Consumers of Ultra Milk Products in Denpasar City)

Pang-Pang Yuliani; I Gede Nandya Oktora Panasea

doi:10.55927/fjmr.v4i8.396

Authors

Pang-Pang Yuliani Universitas Udayana
I Gede Nandya Oktora Panasea Universitas Udayana

DOI:

https://doi.org/10.55927/fjmr.v4i8.396

Keywords:

Brand Image, Brand Ambassador, E-WOM, Repurchase Intention

Abstract

The present research examines the role of brand image in mediating the influence of brand ambassadors and e-WOM on repurchase intentions for Ultra Milk in Denpasar. Using a quantitative associative method with 140 samples and SEM-PLS analysis, results show that brand ambassadors and e-WOM do not have a positive significant effect on repurchase intentions. Brand ambassadors also do not have a positive significant effect on brand image, while e-WOM has a positive significant effect on brand image. Brand image has a positive significant effect on repurchase intentions. Furthermore, brand image does not have a positive significant mediating effect between brand ambassadors and repurchase intentions but does have a positive significant mediating effect among e-WOM and repurchase intentions.

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