Repurchase Intention of Tokopedia Customers: An Overview of The Effect of Brand Image and Electronic Word of Mouth Through Customer Satisfaction

Abstract

This study examines the effect of brand image and electronic word of mouth on repurchase intention
through customer satisfaction on Tokopedia. The research objects are all Tokopedia consumers in
Surabaya who have made at least one purchase through Tokopedia. The data analysis technique uses
Structural Equation Modeling - Partial Least Square (SEM-PLS). The results showed that brand image
affects customer satisfaction and repurchase intention, electronic word of mouth does not affect customer
satisfaction and repurchase intention, and customer satisfaction affects repurchase intention. Brand
image affects repurchase intention through customer satisfaction, while electronic word of mouth does
not affect repurchase intention through customer satisfaction for Tokopedia consumers.

Keywords: Brand Image; Customer Satisfaction; Electronic Word of Mouth; Repurchase Intention