The role of brand image, electronic word of mouth and customer satisfaction in building repurchase intention in e-marketplace

Abstract

E-marketplaces are not only used as sites for carrying out online buying and selling transactions, but also offer features that are superior to other e-marketplaces. Buying and selling activities through e-marketplaces have grown rapidly compared to when e-marketplaces were first established. Today's e-marketplaces not only act as buying and selling sites, but also have interesting features. The intensive use of live streaming and live shopping features attracts the attention of potential consumers to find out more about the product. This phenomenon can be used as an opportunity to offer products and attract new consumers, or even attract old consumers to make repeat purchases. e-marketplaces has business opportunities by increasing interest in repeat purchases even though competition between e-marketplaces is increasingly crowded. This article discusses the influence of brand image and electronic word of mouth on repurchase intention through customer satisfaction in e-market place.