The Influence of Electronic Word of Mouth, Green Brand Image, and Product Quality on Repurchase Intention of AQUA Products
DOI:
https://doi.org/10.59890/ijsas.v4i8.36Keywords:
Electronic Word of Mouth, Green Brand Image, Product Quality, Repurchase Intention, AQUAAbstract
An empirical evaluation was conducted to assess how Electronic Word of Mouth (E-WOM), green brand image, and product quality determine consumer repurchase intention toward AQUA products. Utilizing a quantitative causal design, primary data were gathered via questionnaires administered to 126 AQUA consumers in DKI Jakarta, selected through purposive sampling criteria. Structural equation modeling via partial least squares (PLS-SEM) using SmartPLS 4 was employed to process the empirical dataset. The statistical results reveal that E-WOM and product quality positively and significantly impact repurchase intention, whereas green brand image yields a positive but non-significant effect. Ultimately, these outcomes demonstrate that digital consumer interactions and tangible product quality evaluations act as the dominant drivers in shaping repeat purchase decisions for AQUA products.
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