Electronic Theses and Dissertation

Riset ini untuk menganalisis pengaruh brand image dan trust terhadap repurchasing yang dimediasi oleh e-wom dengan loyalitas pelanggan sebagai variabel moderasi. riset ini dilakukan pada solong coffee banda aceh dengan seluruh pelanggan sebagai populasi. penentuan sampel menggunakan teknik non-porbabilitas sehingga di peroleh sampel sebanyak 300 orang. data dianalisis dengan menggunakan peralatan sem amos. hasil pengujian h1 membuktikan bahwa brand image, trust, e-wom, loyalitas pelanggan dan repurchasing pada pelanggan solong coffee sudah baik. pengujian h2 ditolak dimana brand image tidak mempengaruhi e-wom. pengujian h3 diterima dimana trust terbukti berpengaruh pada e-wom. pengujian h4, h5, dan h6 diterima dimana brand image, trust, dan e-wom masing-masing berpengaruh terhadap peningkatan repurchasing pelanggan solong coffee di banda aceh. pada pengujian hipotesis mediasi membuktikan bahwa h7 di tolak dimana e-wom tidak memediasi hubungan brand image dengan repurchasing. pengujian h8 diterima dimana e-wom memediasi hubungan trust dengan repurchasing. pada pengujian moderasi, membuktikan bahwa loyalitas memoderasi brand image dan trust terhadap peningkatan repurchasing pelanggan solong coffee di banda aceh. riset ini memberikan implikasi manajerial bagi pengelola solong coffee untuk meningkatkan strategi pemasaran berbasis kepercayaan, penguatan citra merek, serta mendorong interaksi positif melalui e-wom, dengan tetap menjaga loyalitas pelanggan sebagai faktor kunci dalam peningkatan repurchasing. kata kuci : brand image, trust, e-wom, loyalitas pelanggan, repurchasing

This study analyzes the influence of brand image and trust on repurchasing mediated by e-WOM with customer loyalty as a moderating variable. The research was conducted at Solong Coffee in Banda Aceh, with all customers constituting the population. A non-probability sampling technique was used, resulting in a sample size of 300 respondents. Data were analyzed using SEM AMOS software. The results of the H1 test indicate that brand image, trust, e-WOM, Customer Loyalty and Repurchasing in Solong Coffee customers are positively correlated. The H2 test was rejected, showing that brand image does not significantly affect e-WOM. The H3 test was accepted, demonstrating that trust significantly influences e-WOM. Tests H4, H5, and H6 were accepted, indicating that brand image, trust, and e-WOM each positively impact repurchasing behavior among Solong Coffee customers in Banda Aceh. The mediation hypothesis test revealed that H7 was rejected, meaning e-WOM does not mediate the relationship between brand image and repurchasing. However, H8 was accepted, confirming that e-WOM mediates the relationship between trust and repurchasing. The moderation test showed that customer loyalty moderates the effects of brand image and trust on repurchasing. This research offers managerial implications for Solong Coffee management to enhance trust-based marketing strategies, strengthen brand image, and promote positive interactions through e-WOM, while maintaining customer loyalty as a critical factor in increasing repurchasing rates. Keywords : Brand Image, Trust, E-Wom, Customer Loyalty, Repurchasing