ROLE OF BRAND IMAGE AND BRAND TRUST IN MEDIATING E-WOM ON REPURCHASE INTENTION OF CHATIME DRINK IN DENPASAR

ABSTRACT The aims of this research to explain the influence of e-WOM on repurchase intentions, brand image, and brand trust, to explain the influence of brand image and brand trust on repurchase intentions, and to explain the role of brand image and brand trust mediating the influence of e-WOM on repurchase intentions at Chatime in Denpasar City. This study used quantitative data types that analyzed associatively. The sampling technique in this study was purposive sampling. The data collection technique used was in the form of distributing questionnaires to the people of Denpasar city. The samples used were as many as 135 chatime drink customers in Denpasar City. The data were analyzed using the SEM-PLS technique. The results of this study show that brand image and brand trust has a positive and significant effect on repurchase intentions, brand image and brand trust mediates the influence of e-WOM on repurchase intentions has a positive and significant effect. The practical implication that can be given from the research findings is that this study can be used as a basic model for evaluating chatime strategies for e-WOM, brand image, brand trust and repurchase intentions. KEY WORDS e-WOM, brand image, brand trust, repurchase intention.