DAMPAK SOSIAL MEDIA MARKETING (SMM) TERHADAP NIAT BELI KEMBALI DENGAN E-WOM DAN CITRA MEREK SEBAGAI MEDIASI (STUDI PADA KONSUMEN MI INSTAN LEMONILO DI KOTA MALANG)

This study aims to examine the influence of Social Media Marketing (SMM) on repurchase intention of Lemonilo Instant Noodle products, mediated by Electronic Word of Mouth (E-WOM) and brand image. The research method employed is quantitative, collecting data through questionnaires distributed to Lemonilo Instant Noodle consumers, with a sample size of 202 respondents meeting the sampling criteria. Data were analyzed statistically using Smart PLS. The results indicate that SMM significantly affects repurchase intention, E-WOM, and brand image. Furthermore, E-WOM and brand image have a significant impact on repurchase intention. Moreover, E-WOM and brand image mediate the relationship between SMM and repurchase intention. Consumers engaged in E-WOM feel more confident and satisfied with the product, while a strong brand image makes consumers more tolerant of product shortcomings. This study suggests that Lemonilo Instant Noodles continue to enhance SMM strategies, strengthen environmental-friendly initiatives, and encourage consumer participation in E-WOM to build sustainable loyalty. Thus, effective marketing strategies can foster deeper connections with consumers, bolster brand image, and increase repurchase intention.