THE ROLE OF BRAND IMAGE MEDIATES THE EFFECT OF ELECTRONIC WORD OF MOUTH ON REPURCHASE INTENTION IN STARBUCKS COFFEE

This study aims to determine the role of brand image in mediating the influence of electronic word of mouth on repurchase intention of Starbucks Coffee in Badung Regency. The population in this study were all Starbucks Coffee customers in Badung Regency who had made purchases at Starbucks Coffee. The sample size used was 100 respondents using purposive sampling method. Data collection was carried out by distributing questionnaires online. The data obtained were analyzed using path analysis techniques. The results of the research that have been conducted show the following results: 1) electronic word of mouth has a positive and significant effect on repurchase intention. 2) electronic word of mouth has a positive and significant effect on brand image. 3) brand image has a significant positive effect on repurchase intention. 4) brand image plays a significant role in partially mediating the influence of electronic word of mouth on repurchase intention. Keywords: electronic word of mouth, brand image, repurchase intention.