PERAN BRAND IMAGE MEMEDIASI PENGARUH e-WOM TERHADAP REVISIT INTENTION di ERA NEW NORMAL

Abstract

The purpose of this study is to explain the role of brand image in mediating the effect of electronic word of mouth on revisit intention. The scope of this research is in the cities of Jakarta, Surabaya, and Bandung, which are the cities with the highest population in Indonesia involving 108 respondents using purposive sampling method. The data analysis technique used is descriptive statistical analysis technique, path analysis and Sobel test. The results showed that electronic word of mouth had a significant positive effect on brand image. Electronic word of mouth has a significant positive effect on revisit intention. Brand image has a significant positive effect on revisit intention. Brand image positively significantly mediates the effect of electronic word of mouth on revisit intention at Hotel Dafam Savvoya Seminyak. The results of this study have implications for Hotel Dafam Savvoya Seminyak regarding the importance of electronic word of mouth and brand image in influencing revisit intention. The management is advised to pay attention to indicators that are already good in order to be improved to optimal. Keywords: electronic word of mouth, brand image, revisit intention