JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)
Vol. 9 No. 5 (2023): Oktober 2023

Analysis of The Influence of Brand Image and Negative Electronic Word of Mouth on Repurchase Intention of Ice Cream Aice Consumers

Syailendra Reza Irwansyah Rezeki (Politeknik Pariwisata Batam)
Fani Sartika (Universitas Muhammadiyah Aceh)
Tengku Kespandiar (Politeknik Negeri Bengkalis)
Ita Nurcholifah (IAIN Pontianak)
Wenny Desty Febrian (Universitas Dian Nusantara)

Article Info

Publish Date
01 Oct 2023


The development of the internet in Indonesia is becoming increasingly widespread. One of the ice cream companies in Indonesia is experiencing negative electronic word of mouth due to internet developments. This study uses brand image as an intervention to examine the impact of unfavorable electronic word of mouth on repurchase intention. Purposive sampling was used to select 100 respondents and distribute questionnaires to them. Path analysis is the data analysis technique employed. The study's findings indicate that negative online reviews have little bearing on a brand's reputation. Negative online reviews affect consumers' intentions to make new purchases. Repurchase intent is influenced by brand perception. Repurchase intentions are impacted by negative brand perception and electronic word of mouth. By using brand image as an intermediary variable, negative electronic word of mouth has no impact on consumers' intentions to make another purchase.

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Journal Info





Economics, Econometrics & Finance


JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) is an electronic independent international scientific and academic journal that aims to publish scholars’ original and high-quality manuscripts and reports in all fields of business. JEMSI adheres to an open access policy to accelerate the ...