The Effect of EWOM and Brand Image on Perceived Value, and Its Impact on Repurchase Intention

Abstract: This research aims to elucidate the influences of each eWOM, brand image, on perceived value and its impact on repurchase intention of consumers at Nike Factory Store Denpasar. This research was conducted at the Nike Factory Store Denpasar. The sample size was taken as many as 30 samples with a questionnaire tool using google form. The analysis technique used is partial least square-based structural equation model. The results showed that 1) eWOM has no effect on repurchase intention, 2) Brand image has a positive and significant effect on repurchase intention, 3) eWOM has a positive and significant effect on perceived value, 4) Brand image has a positive and significant effect on perceived value, 5) Perceived value has a positive and significant effect on repurchase intention, 6) perceived value is significantly able to mediate the effect of eWOM on repurchase intention, and 7) Perceived value can significantly mediate the effect of brand image on repurchase intention. Based on the research results, it is hoped that the management of the Nike Factory Store Denpasar can maintain a good product quality and reputation, always carry out a good quality control, so that the cunsomer can experience the same satisfaction as their previous purchase. Keywords: electronic word of mouth, brand image, perceived value, and repurchase intention.