PENGARUH CITRA MEREK DAN ULASAN PELANGGAN DARING TERHADAP NIAT BELI KEMBALI YANG DIMEDIASI OLEH SIKAP KONSUMEN: STUDI KASUS PADA LESEHAN BEBEK PONDOK GALIH

THE EFFECT OF BRAND IMAGE AND ONLINE CUSTOMER REVIEWS ON REPURCHASE INTENTION MEDIATED BY CONSUMER ATTITUDE: A CASE STUDY OF BEBEK PONDOK GALIH

Abstract

This research purpose to analyze the influence of brand image and online customer reviews on repurchase intention mediated by consumer attitudes at Lesehan Bebek Pondok Galih in Mataram City. Purposive sampling was utilised to pick 120 respondents for the associative quantitative investigation. A Likert-scale questionnaire was used to gather the data, which was then analysed using SmartPLS 4's Partial Least Square (PLS) approach. The findings showed that brand image had a positive and significant impact on repurchase intention (t=2.055; p=0.004) and on consumer attitudes (t=13.442; p=0.000). In contrast,online customer reviews did not have a significant impact on repurchase intention (t=0.731;p=0.465) or on consumer attitudes (t=1.835; p=0.067). Consumer attitude had a positive and significant impact on repurchase intention (t=3.542; p=0.000) and was shown to mediate the correlation between brand image and repurchase intention (t=3.355; p=0.001). However, consumer attitude did not mediate the correlation between online customer reviews and repurchase intention (t=1.529; p=0.126). This result implies that local culinary business managers need to prioritize building a strong brand image and creating a positive consumption experience to increase customer repurchase intention