Directorate Of Postgraduate Programmes, Unversity Muhammadiyah Malang, Indonesia.
Research Article
World Journal of Advanced Research and Reviews, 2024, 23(01), 775-786
Received on 26 May 2024; revised on 07 July 2024; accepted on 09 July 2024
This study aims to examine the influence of Social Media Marketing (SMM) on repurchase intention of Lemonilo Instant Noodle products, mediated by Electronic Word of Mouth (E-WOM) and brand image. The research method employed is quantitative, collecting data through questionnaires distributed to Lemonilo Instant Noodle consumers, with a sample size of 202 respondents meeting the sampling criteria. Data were analyzed statistically using Smart PLS. The results indicate that SMM significantly affects repurchase intention, E-WOM, and brand image. Furthermore, E-WOM and brand image have a significant impact on repurchase intention. Moreover, E-WOM and brand image mediate the relationship between SMM and repurchase intention. Consumers engaged in E-WOM feel more confident and satisfied with the product, while a strong brand image makes consumers more tolerant of product shortcomings. This study suggests that Lemonilo Instant Noodles continue to enhance SMM strategies, strengthen environmental-friendly initiatives, and encourage consumer participation in E-WOM to build sustainable loyalty. Thus, effective marketing strategies can foster deeper connections with consumers, bolster brand image, and increase repurchase intention.
Brand Image; Electronic Word of Mouth; Repurchase Intention; Social Media Marketing.
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Eka Hadi Prasetio, Marsudi Marsudi and Eko Handayanto. The impact of social media marketing (SMM) on repurchase intention with e-Wom and brand image as mediation (study on consumers of Lemonilo instant noodles in Malang city). World Journal of Advanced Research and Reviews, 2024, 23(1), 775-786. Article DOI: https://doi.org/10.30574/wjarr.2024.23.1.1962