The Effect of Brand Image and Trust on Repurchasing, Mediated by E-WOM, with Customer Loyalty as a Moderating Variable at Solong Coffee Banda Aceh

This study analyzes the influence of brand image and trust on repurchasing mediated by e-WOM with customer loyalty as a moderating variable. The research was conducted at Solong Coffee in Banda Aceh, with all customers constituting the population. A non-probability sampling technique was used, resulting in a sample size of 300 respondents. Data were analyzed using SEM AMOS software. The results of the H1 test indicate that brand image, trust, e-WOM, Customer Loyalty and Repurchasing in Solong Coffee customers are positively correlated. The H2 test was rejected, showing that brand image does not significantly affect e-WOM. The H3 test was accepted, demonstrating that trust significantly influences e-WOM. Tests H4, H5, and H6 were accepted, indicating that brand image, trust, and e-WOM each positively impact repurchasing behavior among Solong Coffee customers in Banda Aceh. The mediation hypothesis test revealed that H7 was rejected, meaning e-WOM does not mediate the relationship between brand image and repurchasing. However, H8 was accepted, confirming that e-WOM mediates the relationship between trust and repurchasing. The moderation test showed that customer loyalty moderates the effects of brand image and trust on repurchasing. This research offers managerial implications for Solong Coffee management to enhance trust-based marketing strategies, strengthen brand image, and promote positive interactions through e-WOM, while maintaining customer loyalty as a critical factor in increasing repurchasing rates.