The Influence of Electronic Word of Mouth (EWOM), Brand Image, and...

THE INFLUENCE OF ELECTRONIC WORD

OF MOUTH (EWOM), BRAND IMAGE, AND PRICE
ON RE-PURCHASE INTENTION OF AIRLINE
CUSTOMERS
JAM
17, 2 Moh. Erfan Arif
Received, January 2019
Revised, April 2019
Management Department, Faculty of Economics and Business, Universitas Brawijaya
Mei 2019
Accepted, Mei 2019
Abstract: This research aims to investigate the factors which influence the Citilink customer’s
repurchase intention. This research implements Electronic Word of Mouth (eWOM), brand
image, and price as the independent variables that influence customer’s repurchase inten-
tion. This research applies explanatory research, and the data are collected by employing a
survey method. The respondents comprised 180 customers who had purchased Citilink
Indonesia minimum in one purchased. The research data and hypothesis are analyzed by
using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). Finally, the
findings indicated that eWOM and brand image significantly and positively influence Citilink
customer’s repurchase intention. In conclusion, the more positive the eWOM from the
Citilink Indonesia’s previous customer, the higher the repurchase intention. In line with it,
the more positive (good) brand image of Citilink Indonesia, the higher the repurchase
intention of the customers.

Keywords: electronic word of mouth (ewom), brand image, price repurchase intention

Cite this article as: Arif, M. Erfan. 2019. The Influence of Electronic Word Of Mouth (EWOM),
Brand Image, and Price on Re-Purchase Intention of Airline Customers. Jurnal Aplikasi
Manajemen, Volume 17, Number 2, Pages 345–356. Malang: Universitas Brawijaya. http://
dx.doi.org/10.21776/ub.jam.2019.017.02.18

Journal of Applied
Management (JAM)
Volume 17 Number 2,
June 2019
Indexed in Google Scholar
Corresponding Author:
Moh. Erfan Arif, Manage-
ment Department, Faculty of
Economics and
Business,Universitas
Brawijaya, E-mail:
erfan_arif@ub.ac.id, DOI:
http://dx.doi.org/10.21776/
ub.jam.2019.017.02.18
The need for air transporta-
tion services in Indonesia
continues to increase, and
this is indicated by the num-
ber of air transport traffic that
continues to increase from
2016 to 2018 (databoks.kata
data.co.id, 2018). A large
number of airlines operating
in Indonesia directly creates
intense competition. Airlines
compete to provide afford-
able flight services. The low-
cost carrier is becoming
more popular because the lower middle class can
enjoy travel by airplane at an affordable price.
Flight services serve not only domestic custom-
ers, but also overseas customers. Tourist arrivals in
Indonesia increased by 6.12 percent year-on-year
to 1.27 million people in February 2019 from 1.19
million in the same month a year earlier. Bali was
the main destination, receiving 437 thousand tour-
ists, followed by Jakarta (196 Thousand) and Batam
(158 Thousand). Tourist arrivals in Indonesia aver-
aged 832,831.29 from 2011 until 2018, reaching an
all-time high of 1,536,489 in July of 2018 and a record
low of 548,821 in January of 2011 (Trading Eco-
nomics, 2019).

DIKTI ACCREDITED SK NO. 30/E/KPT/2018 345 ISSN: 1693-5241 345

 Moh. Erfan Arif
The increase in domestic and foreign tourists
has an impact on Indonesian economy growth and
low-cost carrier airlines, such as Citilink. Through
its vision to become the leading low-cost carrier in
the region by providing scheduled, low-cost and
safety-focused air transport services, Citilink Indo-
nesia is one of the airplanes company which has
operated as a low-cost carrier in Indonesia. So far,
Citilink Indonesia is only ranked 3rd in the Top Brand
of five airlines in Indonesia. This can be a threat to
the company in the face of intense competition.
Table 1 The Top Brand of Airlines in Indonesia
Rank Brand TBI
1 Garuda Indonesia 40.5%
2 Lion Air 27.2%
3 Citilink 9.8%
4 Air Asia 6.0%
5 Sriwijaya Air 5.1%
Source: Top Brand Index Award 2018
To deal with the tight competition of air trans-
portation business, the internet has a big role in build-
ing positive electronic word of mouth (eWOM).
Research also has shown that eWOM may have
higher empathy, credibility, and relevance to cus-
tomers than marketer created sources of informa-
tion on the Web (Bickart and Schindler, 2001). Hung
and Li (2007) explain that eWOM can effectively
strengthen brand knowledge, leading to a lower cus-
tomer perceived risk of the product by decreasing
the incident of being deceived.
EWOM has significant influences on decreas-
ing the perceived possibility to be deceived among
the reviewed articles, and satisfaction seems to
dominate the online repurchase intentions studies
(Schau, et al., 2009). EWOM is recognized as an
effective tool for building brand awareness, creat-
ing hype in the marketplace, influencing purchase
decisions, and developing brand loyalty. Almana and
Mirza (2013) also state that Saudi internet shoppers
are very much influenced by eWOM and that a
higher percentage of them are dependent on such
346 JOURNAL OF APPLIED MANAGEMENT
online forums when making decisions to repurchase
products through the Internet.
The amount of demand for a product makes
the company keep its brand image. The brand has a
uniqueness which distinguishes between one simi-
lar product to another. Brand image is one of the
important consideration for people to repurchase the
product. Towards the brand image, people have their
of the product. Brand Image is a determinant af-
fecting customers’ subjective perceptions and con-
sequent behaviors (Ryu et al., 2012). Aghekyan-
Simonian (2012) mentioned that, the more favor-
able the brand image, the more positive that attitude
toward the branded product and its attributes.
Brand image aids a consumer in recognizing
his/her needs and wants regarding the brand and
distinguishes the brand from other rivals (Anwar, et
al., 2011). According to Aaker (1991), a brand as-
sociation has a level of the strength, and the link to
a brand will be stronger when the lin link is based on
consumers experience or the exposures to commu-
nications.
Price is the value of a product for the buyer to
buy the product and need consideration to deter-
mine the price of a product, and the company must
know the purpose of the pricing of the products.
Worthy price is one of the marketing mixes that in-
fluences customer satisfaction and repeat purchase
towards online shopping Price is one of the most
important attributes evaluated by consumers
(Merinda and Budhi, 2016).
Price perception aims to build consumers re-
garded as a topic of marketing communications and
brand management (Erdil, 2015). In research,
Suhaily and Soelasih (2017) states that the price has
an impact on the intention to repurchase, and con-
sumer satisfaction has a positive impact on consumer
buying intention.
This research can provide information about
how important all of these phenomena’s above and
affects to repurchase intention. Based on the back-
ground, the author wants to research: The Influ-
ence Analysis of Electronic Word of Mouth (Ewom),
Brand Image, and Price on Re-Purchase Intention
of Aircraft Customers.
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 The Influence of Electronic Word of Mouth (EWOM), Brand Image, and...
LITERATURE REVIEW
Electronic Word of Mouth (eWOM)
WOM communication is a widely acknowl-
edged as a non- commercial and trustworthy source
of information that has a massive influence on con-
sumer attitude formation and purchase behaviour.
With the rapid growth of the internet, eWOM has
emerged as a way for consumers to engage in non-
commercial advertising, share and discuss direct
experience about the specific product and brand
(Chevalier & Mayzlin, 2006).
EWOM is defined as any statements made by
future, present or former customers about a prod-
uct or enterprise, either positive or negative, and is
accessible by anyone online (Henning, et al., 2004).
Goldsmith (2008) defined eWOM as every internet-
based communication about the usage or charac-
teristics of something (products, services, or a com-
pany). This definition is adopted, referring to eWOM
as all informal communications for Traveloka con-
sumers through the internet related to the usage or
characteristics of booking accommodation.
The arrival and expansion of the internet have
extended consumer ’s comments posted on the
internet and has provided consumer’s opportunities
to offer their consumption related advises by en-
gaging in electronic word-of-mouth (eWOM).
Henning, et al., (2004) explained eWOM by using
six dimensions. The dimension is consist of a posi-
tive self-enhancement, social benefits, helping the
company, advice seeking, concern for another con-
sumer, and venting negative feelings.
H1:Electronic Word of Mouth has a positive influ-
ence on the customers’ repurchasing intention
towards Citilink.
Brand Image
Peter & Olson (2000) defined brand image is
consumer perception and preference for the brand,
as reflected by various brand associations that exist
in consumer memory. Although brand associations
can occur in various forms, they can be differenti-
ated into performance associations and imagery,
associations that are related to brand attributes and
advantages.
DIKTI ACCREDITED SK NO. 30/E/KPT/2018
Brand image is a crucial competitive advan-
tage that helps in creating value through differenti-
ating the brand, forming purchasing rationales, con-
structing sense and feeling, and a significant value
for organizations (Aaker,1996; Keller, 2009). Since
the fundamental purpose of a brand is to provoke
confidence, feeling of trust, strength, durability, se-
curity, and exclusivity (Aaker, 1996; Keller, 1993),
thus it can be considered an important means of
decreasing uncertainty and providing useful infor-
mation that can help in directing consumer decision-
making processes (Erdem et al., 2002). Research-
ers indicated the presence of a significant relation-
ship between brand image and purchase intention
(Shukla, 2010; Wu et al., 2011; Lien et al., 2015).
H2: Brand Image has a positive influence on the
customers’ repurchasing intention towards
Citilink
Price
Kotler and Armstrong (2016) stated that the
price is the amount of money charged for a product
or service or the sum of the values that consumer
exchanged for the benefit of having or using a prod-
uct or service. Therefore, the following indicators
for this construct based on Stanton (1994) are:
1. Price affordability
2. Price suitability with the product quality
3. Price competitiveness
4. Price suitability with product benefit.
Price is the amount of money charged for a
product or service, or the sum of the values that
consumer exchanged for the benefit of having or
using a product or service (Kotler and Armstrong,
2016). Variable pricing in the marketing mix is ex-
pected on what should consumers have to purchase
an item or service usually uses the value of money.
According to Tjiptono (2008) in the context of ser-
vice marketing, put the price can be defined as the
amount of money (monetary unit) or another as-
pect (non-monetary) containing the utility or useful-
ness in particular that need to get service.
H3: Price has a positive influence on the custom-
ers’ repurchasing intention towards Citilink.
ISSN: 1693-5241 347
 Moh. Erfan Arif
Repurchase Intention
Repurchase intention is to regard as the pri-
mary construct to explain customers repurchase
behaviors. Yan & Yu (2013) explain that repurchase
intention is the subjective probability that a person
will buy products or services continuously from the
e-supplier or shop in the future. Jiang and Rosenbllom
(2005) also explain that customers repurchase be-
havior or intentions is beneficial to online business.
The intention of buying (repurchase intention)
is a commitment to the consumers who formed af-
ter consumers make purchases a product or ser-
vice. This commitment was arising from a positive
impression of consumers to a brand, and consum-
e-WOM
H2
Brand Image
Price
Figure 1 Research Model and Hypothesis Relationship
METHOD
The research method used in this research is a
quantitative method. Quantitative method is known
as a method of positivistic because it is based on
the philosophy of positivism. This method is also
called the method of discovery because, with this
method, a variety of new science and technology
can be found and developed. Moreover, this method
is called as quantitative research because the data
are in the form of figures and statistical analysis
(Sugiyono, 2014).
The research design that the researcher used
in this research is explanatory research. According
to Malhotra (2010), explanatory research is one kind
of research that has the main goal to present insight
and understanding of the situation of the problems
faced by researchers. The reason for choosing this
type of research is to test and analyze the effect of
348 JOURNAL OF APPLIED MANAGEMENT
ers satisfying against such purchase (Hicks et al.,
2005). Several authors defined loyalty as consum-
ers’ commitment to a particular organization, but
Oliver’s point of view is one that is widely accepted.
So, loyalty is deeply held commitment to re-
buy or re-patronize a preferred product/service con-
sistently in the future, despite situational influences
and marketing efforts having the potential to cause
switching behavior (Oliver, 1997). Butcher, (2005:15)
argued that consumer intentions to buy back is one
measure of the success of an enterprise, especially
service companies.
In summary, the research model and hypoth-
esis are shown in figure 1.
H1
Repurchase
Intention
H3
eWord of Mouth, price, brand image, and repurchase
intention variables.
The population is a generalization region con-
sisting of objects or subjects that have certain char-
acteristics that are applied by the researcher to learn
and then make a conclusion based on research.
Based on understanding above, the researcher takes
a conclusion that populations are object or subject
wherein a certain region and fulfill specific terms
and condition that has related issues with the
researcher’s problems. The population that the re-
searcher used is a citizen who already uses Citilink
Indonesia in Malang City.
The sample is a part of the population and char-
acteristic that consist of the total population itself.
Sampling technique in this research used non-prob-
ability approach. The meaning of non-probability
samples is the technique of taking a sample that
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 The Influence of Electronic Word of Mouth (EWOM), Brand Image, and...
does not give opportunities/chance to each element
or every population for becoming a sample. This
research used the purposive technique.
Purposive sampling is used to get an easy un-
derstanding of sample criteria that relevant to the
researcher’s purpose, where it is expected that the
selected sample has accurate information for the
researcher. The criteria in sampling’s respondent in
this research are:
1. The registered ages user either men or female
who can book Citilink Indonesia by their own
identities.
2. Have already use Citilink Indonesia at least
once.
The determination of total sample according on
Roscoe (1975) that quoted by Uma Sekaran who
provide guidance for determine the amount of
sample, sample size for every researcher in ranged
of 30 – 500, if the factors used in the study are
many, the sample size is at least 10 times more than
the number of factors. In this research, the total of
indicator variables is 17x10, so the standard of the
minimum respondent is 170 respondents and already
fulfill a standard minimum that is appointed.
Data were collected by using primary data
methods. For primary data, a close-ended question-
naire as an instrument was administered by the re-
searcher to obtain data from respondents. The ques-
tionnaire is divided into two, where the first part
consisted of the background information, and the
second part comprised of items that measure the
influence of eWOM, Brand Image, and Price to-
ward purchasing Intention. The data collection
method is using an online questionnaire method. The
researcher uploads the questionnaire in the google
docs to get more accurate data. The questionnaire
will be completed by the respondent of Citilink In-
donesia user in Malang.
This study adopts structural equation modeling
(SEM) for data analysis. The hypotheses that have
been formulated in this research are tested by using
Partial Least Squares (PLS) Version 2.0 as a multi-
variate statistical technique that makes comparisons
between multiple dependent variables and multiple
independent variables. PLS can simultaneously test
DIKTI ACCREDITED SK NO. 30/E/KPT/2018
the measurement model as well as the structural
model.
RESULT AND DISCUSSION
The respondents in this research include the
citizen who already flew with Citilink Indonesia in
Malang at least once and booked the ticket using
their own identity. It has previously described that
this research utilizes survey method by distributing
questionnaires to the respondents. The researcher
conducts the data collection for one week by di-
rectly distributing online questionnaires by applying
Google Forms. The researcher distributed the Google
Forms by sending the links to close friends and family
who lived in Malang and asked them to share to
their network.
The number of questionnaires distributed online
is 200 and received as many as 200. After check-
ing, 20 questionnaires are invalid for research data,
because:
1. The respondents do not fill questions or state-
ments
2. The respondents never use Citilink
3. The respondents are not living in Malang
4. Inconsistent answers given to the question re-
sult in a biased answer
Thus, The level of respondent’s rate in this re-
search is 90% as the total questionnaires that can
be processed as a sample of this research is 180.
The table below shows that the number of re-
spondents (n) in this research is 180. The minimum
and maximum values describe the statement in re-
sponse to the item in the questionnaires. The mini-
mum value of 1 indicates a minimum of respondents
who are giving value on each statement on four
variables such as EWOM, brand image, price, and
repurchase intention. Meanwhile, five indicates that
respondents provide maximum value of 5 for each
statement on all variables.
The mean value in Table 2 is used to determine
the average opinion given by respondents on each
item statement for each variable. The available data
show that the mean value for each variable is greater
than 3.00. It shows that the average respondents
agree to the overall statement in each variable in
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 Moh. Erfan Arif

Table 2 Descriptive Statistics of Research Variable

Variable N Min Max Mean Std. Deviation

EWOM (X1) 180 1 5 3.43 0.026
Brand Image (X3) 180 1 5 3.58 0.105
Price (X2) 180 1 5 3.82 0.131
Repurchase Intention (Y1) 180 1 5 3.85 0.165

Table 3 Table of Algorithm

AVE Composite Reliability R Square Cronbachs Alpha Communality Redundancy

EWOM 0.737242 0.908339 0.0000 0.848713 0.767630 0.0000
BI 0.767630 0.918123 0.0000 0.881049 0.737242 0.0000
P 0.710572 0.924333 0.0000 0.896627 0.710572 0.0000
RI 0.716319 0.909679 0.573125 0.867286 0.716319 0.372758

this research. Standard deviation value indicates a
measure of deviation between responses to the ques-
tions in the questionnaire. A small value indicates
that the data used will cluster around the average
value.
If the amount of standard deviation does not
exceed the average value, then there are no outli-
ers (Sujianto, 2009). Based on Table 2, the standard
deviation has no value that exceeds the value of the
mean or the average on each construct. Thus, it
can be concluded that there are no outliers or the
distant difference between the response and the
question among respondents.
Analysis of the evaluation model in this research
applies Partial Least Square (PLS) 2.0 to estimate
parameters and to predict the relationship of cau-
sality. Evaluation of the model is performed with
three stages, including the testing of convergent
validity, testing of discriminant validity, and testing
of reliability.
Convergent Validity
Assessment in convergent validity testing is
conducted based on the value of Average Variance
Extracted (AVE), commonality, and the value of
factor loading. Rule of thumb for both parameter
AVE and commonality is more than (>) 0.50, and
more than (>) 0.70 for the value of factor loading.
Additionally, indicators with a loading factor value
between 0.5-0.7 should not be removed as long as
the AVE and communality values are still above 0.5
(Abdillah and Hartono, 2015).
Hair et al. (2006) in Abdillah and Hartono
(2015) stated that the rule of thumb is typically ap-
plied to make initial examination of the matrix fac-
tor, where ± 0.30 is considered as having met the
minimum level, loading ± 0.40 is considered better,
and loading more than (>) 0.50 is considered sig-
nificantly practical. Besides the AVE and commu-
nality parameters in Table 3, convergent validity can
be determined based on the following loading fac-
tors as presented in Table 4.
EWOM: Electronic Word of Mouth; BI: Brand
Image; P: Price; RI: Repurchase Intention.
Based on Table 3 above, it can be seen that the
value of AVE and Communality in each construct is
more than 0.5. Similarly, the outer loading test re-
sults in Table 4 shows that all indicators value is
above 0.7. Thus, based on the processing results, it
can be concluded that the convergent validity has
been fulfilled.

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 The Influence of Electronic Word of Mouth (EWOM), Brand Image, and...

Table 5 Cross Loadings

BI E-WOM P RI
BI1 0.871327
BI2 0.870462
BI3 0.886552
EWOM1 0.843730
EWOM2 0.901014
EWOM3 0.850907
EWOM4 0.837387
P1 0.825042
P2 0.864876
P3 0.865644
P4 0.911907
P5 0.737051
RI1 0.770920
RI2 0.880581
RI3 0.846999
RI4 0.882115

Discriminant Validity Reliability Testing

After assessing convergent validity, the next
step is to measure the discriminant validity. Discrimi-
nant validity of the assessment is based on the value
of the Cross Loading in Table 5, which is more than
0.7 in one variable or construct. Based on the table,
it is concluded that the discriminant validity is met
for each indicator in each variable reaching over
0.7. Despite the same conditions as the previous
loading factor assessment, if it is a value of lower
than 0.7, it is still considered valid because they have
other parameters with a value of more than 0.5.
After construct validity is accomplished, and
valid data are obtained, reliability takes place for
further testing. Reliability test can be performed by
using two methods of Cronbach’s Alpha value,
whose value must be more than (>) 0.6, and Com-
posite Reliability value, whose value should be more
than (>) 0.7. According to the algorithm table above,
all variables have the value of Cronbach’s Alpha,
which is more than (>) 0.6 and Composite Reliabil-
ity of more than (>) 0.7. Hence, the data and the
results of the measurements are considered reliable.
Based on the test results of convergent validity, dis-
criminant validity, and reliability testing can be con-
cluded by using algorithm models in Figure 2 below.

Figure 2

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 Moh. Erfan Arif

After a test of convergent validity, discriminant
validity, and reliability testing, the next step is to
perform the hypothesis testing. Based on the data
processing, the form of total influences is illustrated
in the following Table 6.
In one-tailed hypothesis testing, if the coeffi-
cient path shown by the T- Statistic is more than or
equal (  ) 1.64, then the alternative hypothesis can
be stated as supported. Nevertheless, if the statisti-
cal value of T-Statistic is less than or equal (  )
1.64, then the alternative hypothesis is stated as not
supported.

Table 6 T-Statistic Value

  Original Sample Mean Standard Standard T- Statistics

Sample (O) (M) Deviation (Stdev) Error (Sterr) (|O/Sterr|)
E-WOM > RI 0.159838 0.169955 0.057416 0.057416 2.783.870
BI > RI 0.591443 0.575524 0.071889 0.071889 8.227.170
P > RI 0.109583 0.115563 0.070446 0.070446 1.555.562

Hypothesis 1 states that Electronic Word of
Mouth has a positive influence on the customers’
repurchasing intention towards Citilink. From Table
6, it can be seen that the value of T-Statistics of
Electronic Word of Mouth is 2.783870, which is
greater than the value of T-table (1.64). It indicates
that Electronic Word of Mouth has a positive influ-
ence on the customers’ repurchase intention towards
Citilink Indonesia. Based on the results, it is deter-
mined that Hypothesis 1 is supported.
Hypothesis 2 states that Brand Image has a
positive influence on the customers’ repurchasing
intention towards Citilink. From Table 6, it can be
seen that the value of T-Statistics of brand image is
8.227170, which is greater than the value of T-table
(1.64). It indicates that brand image has a positive
influence on the customers’ repurchase intention
towards Citilink Indonesia. Based on the results, it
is determined that Hypothesis 2 is supported.
Hypothesis 3 states that price has a positive
influence on the customers’ repurchasing intention
towards Citilink. From Table 6, it can be seen that
the value of T-Statistics of the price is 1.555562,
which is lower than the value of T-table (1.64). It
indicates that price has no significant influence on
the customers’ repurchase intention towards Citilink
Indonesia. Based on the results, it is determined
that Hypothesis 3 is not supported.
The summary of hypotheses testing results is
illustrated in the following Table.
Based on the hypothesis testing results above,
it is indicated that EWOM and brand image posi-
tively influence Citilink customers’ repurchase in-
tention. However, the results also demonstrate that
Price construct has a negative influence on Citilink
customers’ repurchase intention. Based on the re-
sults, the researcher conducts a validity finding by
seeking an explanation for the results of the already
tested hypotheses. The validity of the discoveries is
analyzed by using journals and research models to
support the statement that has previously been dis-
closed.

Table 7 Summary of Hypothesis Testing

Hypothesis T-Statistics Result

H1 eWOM has a positive influence on Citilink customers’ repurchase intention 2.783870 Supported
H2 Brand image has a positive influence on Citilink customers’ repurchase intention 8.227170 Supported
H3 Price has a positive influence on Citilink customers’ repurchase intention 1.555562 Not Supported

352 JOURNAL OF APPLIED MANAGEMENT VOLUME 17 NUMBER 2 JUNE 2019

 The Influence of Electronic Word of Mouth (EWOM), Brand Image, and...
Any positive or negative statement made by
potential, actual, or former customers about prod-
uct or company which is made available to multiple
of the people and institutes via the Internet (Hennig-
Thurau et al., 2014). This construct is related to the
opinion or testimonial from customers for experi-
encing product or services. However, if there are
so many good electronic words of mouth, the more
the customers’ intention to repurchase it.
Hypothesis 1 in this research states that elec-
tronic word of mouth has a positive influence on the
Citilink customers’ repurchase intention. Mostly, the
respondents of this research are 18-20 years old. In
this range of age, people are already supported with
a gadget to encourage their productivity. Together
with it, people can always gather information about
a product before repurchasing it. In line with it, the
woman respondent is greater than then man respon-
dents, which means that a woman has much con-
sideration before repurchasing a product. Automati-
cally, good eWOM can lead to the higher customer
intention of a product. The results show that the
value of its t-Statistics is 2.783870, which are greater
than the value of t-table (1.64). Based on the result,
it is concluded that electronic word of mouth has a
positive influence on the Citilink customers’ repur-
chase intention. Thus, hypothesis 1 is supported. This
result is consistent with the researcher conducted
by Chevalier and Mayzlin (2006).
In conclusion, the more positive the electronic
word of mouth, the more the Citilink customers’
repurchase intention. However, the more negative
the electronic word of mouth, the less Citilink cus-
tomers’ repurchase intention. Thus, EWOM be-
comes one of the determinants of Citilink custom-
ers’ repurchase intention.
Brand image is a representation of the overall
perception of the brand and is formed from past
information and experience of the brand. Custom-
ers typically rely on a small number of trusted prod-
uct/service providers that consistently deliver high
quality precuts or services (Cousins and Menguc,
2006). The underlying goal is for the brand is to
evoke feelings, trust, confidence, security, strength,
durability, speed, status, and exclusivity (Aaker, 1996;
Keller, 1993). Ultimately, a strong product/service
DIKTI ACCREDITED SK NO. 30/E/KPT/2018
brand conveys the core value proposition of both
the organization and its product/service in a way
that resonates with customers.
Hypothesis 2 in this research states that brand
image has a positive influence on the Citilink cus-
tomers’ repurchase intention. This caused by mostly,
the respondents of this research are women, and
women have many considerations more than men.
Automatically, brand image is being one of the im-
portant things to be considered. The better the brand
image, the more it fulfills the consideration of a
woman. The results show that the value of its t-
Statistics is 8.227170, which are greater than the
value of t-table (1.64). Based on the result, it is con-
cluded that brand image has a positive influence on
the Citilink customers’ repurchase intention. Thus,
hypothesis 3 is supported. This result is consistent
with researches conducted by Shukla (2010), Wang
and Yang (2010), and Wu et al. (2011).
Wang and Yang (2010) investigated the impact
of brand credibility on consumers’ brand purchase
intention focusing on China’s automobile industry.
They proposed that brand image play a positive role
in this research. Wu et al. (2011) also investigated
the direct influences of store image and service
quality on brand image and purchase intention for a
private label brand. Their study revealed that brand
image has a direct and positive influence on pur-
chase intention.
In conclusion, the better and strengthen the
brand image, the more the Citilink customers’ re-
purchase intention. In contrast, the worse and weak
the brand image, the less the Citilink customers’
repurchase intention. Thus, the brand image be-
comes one of the determinants of Citilink custom-
ers’ repurchase intention.
Customers are often willing to pay a premium
for customized products because their needs are
better met. Many consumers use price as a quality-
signaling to reflect in the conventional wisdom that
“you get what you pay for.” If a company facili-
tated the creation of a co-production process to make
a product tailored to the customer’s needs and the
product adds great value, price becomes a less im-
portant factor (Wind and Rangaswanny, 2001). In
this research, the price reflects the quality of the
ISSN: 1693-5241 353
 Moh. Erfan Arif
product, so it can increase the intention of Citilink
customers’ to repurchase it.
Hypothesis 3 in this research states that price
has a positive influence on Citilink customers’ re-
purchase intention. Mostly, the respondents of this
research have ever flown with Citilink once. It means
that they had already experienced Citilink Indone-
sia and can rate the quality of the Citilink itself with
the price offered by Citilink Indonesia. The result
shows that the value of its t-Statistics is 1.555562,
which is lower than the value of t-table (1.64). Based
on the result, it can be concluded that the price does
not have a significant influence on Citilink custom-
ers’ repurchase intention. Thus, hypothesis 3 is not
supported.
In conclusion, as long as the price is equal with
the good service provided by Citilink Indonesia, it
will not be a problem that matter. Because, in the
airline business, the customer will give no regret to
pay the high price for their safety.
CONCLUSIONS AND RECOMENDATIONS
This research aims to investigate the influence
of EWOM, brand image, and price towards Citilink
customers’ repurchase intention. Thus, it can be
concluded that:
1. The findings show that Electronic Word of
Mouth (EWOM) on the Citilink’s customer re-
purchase intention is positive and significant.
This result indicates that how great of a poten-
tial impact EWOM can have on the consumer
repurchase intention. In this research, EWOM
successfully influences how people see Citilink
Indonesia using an experimental study of con-
sumers’ use of online recommendation sources.
The various platforms which facilitate EWOM,
such as social media, discussion boards, and
other communication tools are also increasingly
being recognized for how they influence the
adoption and use of Citilink Indonesia. At this
time, EWOM message will be an important ref-
erence for consumers to obtain information
about Citilink Indonesia and also to establish
their repurchase intention.
2. The brand image also gives a positive and sig-
nificant influence on Citilink Indonesia custom-
354 JOURNAL OF APPLIED MANAGEMENT
ers’ repurchase intention. In this case, the brand
image successfully evokes feelings of trust, con-
fidence, security, strength, and exclusivity. It hap-
pens because the strong brand image of Citilink
Indonesia conveys the core value proposition
of both the organization and its service in a way
that resonates with customers.
3. Price has no significant influence on Citilink
Indonesia customers’ repurchase intention. This
condition happens because neither the Citilink
price is suddenly getting an increase or de-
crease, as long as they can give a good value
for their customers, the customers will still buy
or repurchase Citilink Indonesia whatever hap-
pens.
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