The Influence of Electronic Word of Mouth (Ewom), Brand Image, and Price on Re-Purchase Intention of Airline Customers

Arif, Moh Erfan

doi:10.21776/ub.jam.2019.017.02.18

Cited by 49 publications

(60 citation statements)

References 25 publications

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“…Repurchase Intention is part of consumer buying behavior where the match between the performance of the product or service offered by the company generates consumer interest to consume it again in the future (Wijaya in Apriyani and Suharti, 2017). Repurchase Intention is also a subjective probability that someone will buy a product or service continuously from an electronic supplier or store in the future (Yan and Yu in Arif, 2019). Meanwhile, according to Hellier in Juwiriyah (2019) that repurchase intention is to buy another product or service appointed from the same company by considering the previous situation with the current situation.…”

Section: Repurchase Intentionmentioning

confidence: 99%

“…Repurchase Intention is a consumer commitment that is formed after a consumer makes a purchase of a product or service where this commitment arises from the consumer's positive impression of a brand and satisfying consumption of the purchase (Hicks et al, in Arif, 2019). To increase repurchase interest, a positive E-WOM (Electronic Word of Mouth) is needed.…”

Section: Introductionmentioning

confidence: 99%

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The Effect of Electronic Word of Mouth (E-Wom) and Brand Image on Repurchase Intention Moderated by Brand Trust in the Garuda Indonesia Airline

2021

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Repurchase intention is a commitment of a customer formed as a consumer purchases a product or service. Many factors influencing repurchase intention, including the E-Word of Mouth (E_WOM), brand image and brand trust. E-WOM is an effective tool for building brand awareness, creating hype in the market, influencing purchasing decision and developing brand loyalty. Brand image is a description of association of consumer beliefs in a particular brand. Brand Trust is a customer's desire to rely on a brand at any cost. The present study is a survey using an associative quantitative approach aimed at determiniong the effect of E-WOM and brand image on repurchase intention moderated by brand trust. The population of the study included all customers of Garuda Indonesia airline who have used the airline in the past year, especially the Garuda Indonesia Medan, which amounted to 36,000 during 2019. The sampling method used a sample formula with certain criteria so that were 100 samples. The data collection method used a questionnaire. Data analysis used path analysis. The results of the the study showm that E-WOM has a significant effect on Brand Trust. Brand Image has a significant influence on Brand Trust. Brand Trust has a significant positive effect on the Repurchase Intention variable. E-WOM has a significant positive effect on variable Repurchase Intention. Brand Image has a significant effect on the Repurchase Intention variable through Brand Trust. E-WOM has a significant positive effect on variable Repurchase Intention through Brand Trust. Brand Image has a significant effect on the Repurchase Intention. In other words, Brand Trust is proven to moderate the influence of Brand Trust on Repurchase Intention. It is recommended that Garuda Indonesia Airlines provide consistent, fast and quality service so that it gets positive reviews from customers which will increase Repurchase Intention of Garuda Indonesia flight tickets. Keywords: E-WOM, Brand image, brand trust, repurchase intention.

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Section: Repurchase Intentionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Effect of Electronic Word of Mouth (E-Wom) and Brand Image on Repurchase Intention Moderated by Brand Trust in the Garuda Indonesia Airline

2021

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“…It helps customers differentiate the brand and identified what kind of brand they need or want [6]. For the research related to low-cost carrier airline, Arif (2019) concluded that eWOM and brand image have a positive influence on customer's repurchase intentions of Indonesian airlines [7].…”

Section: Literature Reviewmentioning

confidence: 99%

Conceptualizing eWOM, Brand Image, and Brand Attitude on Consumer’s Willingness to Pay in the Low-Cost Airline Industry in Thailand

Yodpram¹,

Intalar²

2020

Innovation Aviation &Amp;amp; Aerospace Industry - International Conference 2020

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The expansion usage of the Internet, especially social media, has extended customers options for gathering products and services information by including other customers' comments and opinions posted on the Internet. Customers are able to share their experience, perception, and advice by involving in electronic word-of-mouth (eWOM) on their social media and websites that facilitate reviewing of consumer’s experiences, which can be reached by their friends and other potential customers. This study reviews literature related to eWOM, brand attitude, brand image, brand loyalty, and their implication on the willingness to pay premium ticket price in the context of the low-cost airline industry in Thailand. Existing literature presented that eWOM, as well as, brand image have positive influences on customer’s repurchase intention. In addition, brand attitude and brand loyalty also influence customers’ intention to buy for a particular product. This leads to the motivation to formulate a conceptual framework to explore the relationships between the mentioned independent variables on the willingness to pay more on airline ticket price. This conceptual framework also suggests methodology and sample groups for further research investigation.

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“…Kunja and GVRK (2018) specified that interactions of the social media amongst the customers generate a constructive link between eWOM and consumers' purchase intention. Similarly, study done by Arif (2019), pointed out that eWOM and brand images are noticeable and positively affect the intent of customers' purchases. Likewise, Gruena, Talai, Osmonbekov and Czaplewskia (2006), suggested that customers realize the effects of eWOM on the customers' view of the product values and the likelihood to recommend the product, but does not affect the intention of consumer buying behaviour.…”

Section: Literature Review Online Customer Review (Ocr)mentioning

confidence: 89%

Online Customer Shopping Behaviour: The Mediating Role of Online Perceived Risk

Yahya¹,

Hashim²,

Husin³

et al. 2020

Global Business Management Review (GBMR)

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The studies of online purchase intention have been done extensively throughout the world by testing many predictors. Due to the rapid growth of technological advances affecting internet users suggest other new predictors considered as an online purchase intention element. This study suggests customer review, online store image, and perceived online risk (an element of a mediating factor) as three main variables that drive customers to purchase online. A simple convenience sampling method was used to analyse the responses from online users via the online questionnaire web surveys. Multiple regressions and Sobel tests were used in this study to test the hypotheses. The result shows that online customer review and online store image have a positive relationship with the perceived risk online as well as perceived risk itself also has a positive relationship with online purchase intention. Consequently, in terms of mediating factors, perceived risk online is seen as a mediator for both online customer review and online store image with online purchase intention. Having said that, the study hopes that the findings would help boost the online retail industry as a contributor to the country's economic development.

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The Influence of Electronic Word of Mouth (Ewom), Brand Image, and Price on Re-Purchase Intention of Airline Customers

Cited by 49 publications

References 25 publications

The Effect of Electronic Word of Mouth (E-Wom) and Brand Image on Repurchase Intention Moderated by Brand Trust in the Garuda Indonesia Airline

The Effect of Electronic Word of Mouth (E-Wom) and Brand Image on Repurchase Intention Moderated by Brand Trust in the Garuda Indonesia Airline

Conceptualizing eWOM, Brand Image, and Brand Attitude on Consumer’s Willingness to Pay in the Low-Cost Airline Industry in Thailand

Online Customer Shopping Behaviour: The Mediating Role of Online Perceived Risk

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