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)
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Abstract
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.