The The effect of e-wom, trust and brand image on repeat purchases: mediating role of patient satisfaction
Keywords:
EWOM, Repurchase IntentionAbstract
The purpose of this study was to examine and analyze the effect of EWOM, Trust and Brand Image on Repurchase Intentions with Patient Satisfaction as a mediating variable: Case study at Doctor Sifa Gynecology Polyclinic. This study used a purposive sampling method with a total sample of 87 respondents. This study has 3 independent variables (EWOM, Trust, and Brand Image), 1 dependent variable (Repurchase Intention) and 1 mediating variable (Patient Satisfaction). The results of this study state that the EWOM variable has an effect on patient satisfaction, while the trust and brand image variables have no effect on patient satisfaction. In the next test results, Patient Trust and Satisfaction have a direct effect on Repurchase Intention, while EWOM and Brand Image do not have a direct effect on Repurchase Intention. Then if through the mediating variable, namely Patient Satisfaction, EWOM has an indirect effect on Repurchase Intentions, while Trust and Brand Image have no effect on Repurchase Intentions even though not directly.
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