The influence of country of origin and e-wom on brand image and repurchase intention

This research is motivated by the development of the globalization era which affects the growth of smartphone users. The purpose of this study was to analyze the effect of country of origin and e-wom on brand image and repurchase intention on Chinese smartphones among Denpasar City students. The data in this study were obtained by distributing questionnaires with a total sample of 120 students in Denpasar City. Testing the validity of the data used validity testing and reliability testing. Data analysis techniques used path analysis (path analysis) and Sobel test. To achieve this goal, this research will be conducted with a quantitative approach, both descriptive and associative, and the respondents are students in Denpasar City. Furthermore, after the research is complete, it will be continued by summarizing the essence of the research into an article that is ready to be disseminated and sent to an Accredited National journal. Thus, this research is finally able to provide value to all stakeholders, such as researchers, students and the government.
Keywords: brand image, country of origin, e-wom, repurchase intention.