PENGARUH BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI ULANG (Studi Pelanggan Erigo Official Shop Shopee di Kota Malang)

The purpose of this study was to examine the effect of brand image and electronic word of mouth on repurchase interest. This type of research is Explanatory Research. The population in this study were Erigo product customers at the Official Shop Shopee with a sample of 100 respondents. The characteristics of the respondents are people who live in Malang City and who have bought Erigo products before. Sampling used a non-probability sampling technique and used primary data in collecting questionnaires. Data analysis used multiple linear regression. The results of this study are partially brand image and electronic-word of mouth positively and significantly affect repurchase interest and simultaneously brand image and electronic-word of mouth positively and significantly affect repurchase interest