The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth on Repurchase Intention Among Indonesian Consumers who Use Coupang in South Korea

Abstract

This study aims to analyze the effect of electronic word of mouth (e-WOM) on repurchase intention, the effect of e-WOM on brand image, the effect of brand image on repurchase intention, and the mediating role of brand image among Indonesian consumers using Coupang in South Korea. The study employs a quantitative approach with an explanatory research design. Data were collected via a questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS. The test results indicate that e-WOM has a positive and significant effect on repurchase intention, with a path coefficient of 0.207, a t-statistic of 3.853, and p < 0.001. e-WOM also had a positive and significant effect on brand image, with a coefficient of 0.428, a t-statistic of 7.528, and p < 0.001. Furthermore, brand image had a positive and significant effect on repurchase intention, with a coefficient of 0.643, a t-statistic of 13.922, and p < 0.001. The results of the indirect effect test indicate that brand image mediates the effect of e-WOM on repurchase intention, with a coefficient of 0.275, a t-statistic of 6.443, and p < 0.001. The R² values of 0.183 for brand image and 0.570 for repurchase intention indicate that the model explains 18.3% and 57% of the variance, respectively. These findings underscore the importance of electronic word of mouth and brand image in driving repurchase intention among Indonesian consumers using Coupang in South Korea.