The Mediating Role of Customer Satisfaction in the Relationship between Brand Awareness, eWOM and Repurchase Intention

Abstract

Aims: Customer satisfaction stands as a crucial cornerstone in business. Business owners must identify the key factors that contribute to its creation. This research is aimed to understand the effect of Brand Awareness and Electronic Word of Mouth Marketing on Repurchase Intention through Customer Satisfaction as an Intervening Variable in 3Second Fashion on Tokopedia. Study Design: The type of research is descriptive quantitative. Place and Duration of Study: It was conducted in Gowa Regency from January to April 2025. Methodology: The sample in this study were students who were categorized as Gen Z (aged 18 to 23 years) who had made purchases on 3Second fashion on Tokopedia with a total of 100 respondents. Data collection was carried out by survey method using a questionnaire. The data analysis technique uses PLS analysis. Results: This study showed that brand awareness and electronic word of mouth have a positive and significant influence on customer satisfaction on 3Second fashion on Tokopedia. Furthermore, customer satisfaction also has a positive and significant impact on repurchase intention. However, both brand awareness and electronic word of mouth do not have a significant effect on repurchase intention. In addition, brand awareness affects repurchase intention through customer satisfaction as an intervening variable. Likewise, electronic word of mouth also affects repurchase intention through customer satisfaction as an intervening variable. Conclusion: This study found that brand awareness and electronic word of mouth do not always have a significant influence on repurchase intention. This indicates that the information received by consumers is not always the main factor in for them to make repeat purchases of 3Second products.