The Mediating Role of Brand Image in the Relationship between Viral Marketing and Repurchase Intention among Menantea Consumers in Bandung
DOI:
https://doi.org/10.35870/ijmsit.v6i2.7769Keywords:
Viral Marketing, Brand Image, Repurchase Intention, Consumer BehaviorAbstract
Digital platforms have reshaped competition in the food and beverage sector, making it increasingly important for brands to convert short-term online attention into sustained customer loyalty. This study investigates whether brand image explains how viral marketing translates into repurchase intention among Menantea consumers in Bandung, Indonesia. A quantitative, cross-sectional survey was conducted with 130 consumers who had previously purchased Menantea products and had encountered the brand's digital content. Respondents were selected purposively, and the data were examined through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4 with a 5,000-resample bootstrapping procedure. The results show that viral marketing significantly strengthens both brand image and repurchase intention. Brand image also has a positive effect on consumers' willingness to buy Menantea again. The indirect relationship is significant while the direct path remains significant, demonstrating partial mediation. Accordingly, widely shared content is more likely to support repeat purchasing when it also reinforces a distinctive, credible, and favorable perception of the brand. The study extends signaling theory and consumer behavior research by clarifying brand image as a mechanism that connects digitally circulated marketing messages with post-purchase intentions in an Indonesian beverage-brand setting. Managerially, the findings indicate that Menantea should combine authentic, interactive, and shareable content with consistent brand cues, dependable product quality, and responsive social-media engagement to cultivate longer-term customer relationships.
Downloads
References
Abriandi, & Puspa, R. D. A. (2023). The influence of brand image and digital marketing on repurchase intention of Indonesian Mixue consumers with lifestyle as a moderating variable. International Journal of Research in Commerce and Management Studies, 5(3), 47–59. https://doi.org/10.38193/IJRCMS.2023.5304
Ade, A. D., Rizan, M., & Febrilia, I. (2024). Pengaruh Aktivitas Pemasaran Media Sosial Media Sosial terhadap Citra Merek, Loyalitas Merek, dan Niat Beli Ulang pada Social Commerce Tiktok Shop. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(4). https://doi.org/10.30651/jms.v9i4.23496
Adela, M., & Tuti, M. (2024). Increasing customer repurchase intention: The significance of product quality, viral marketing, and customer experience. APTISI Transactions on Management, 8(2), 105–114. https://doi.org/10.33050/atm.v8i2.2263
Aprillio, R. G., & Widodo, A. (2020). The effect of viral marketing on purchase decision with customer trust as intervening variable. Almana: Jurnal Manajemen dan Bisnis, 4(2), 157–163. https://doi.org/10.36555/almana.v4i2.1326
Chatzoglou, P., Chatzoudes, D., Savvidou, A., Fotiadis, T., & Delias, P. (2022). Factors affecting repurchase intentions in retail shopping: An empirical study. Heliyon, 8(9), e10619. https://doi.org/10.1016/j.heliyon.2022.e10619
Citradewi, A., Komariah, K., & Saori, S. (2025). Analysis of viral marketing on purchasing decisions on skincare through brand image as an intervening variable. Dinasti International Journal of Economics, Finance & Accounting, 6(1), 80–88. https://doi.org/10.38035/dijefa.v6i1.3804
Dewi, L. K. C., Ekasari, S., Achmad, G. N., Nugraha, A. R., & Arwani, M. (2024). The Influence of Brand Image and Viral Marketing on Students Purchasing Decisions Mediated by Price. (2024). International Journal of Economics Development Research (IJEDR), 5(2), 1456-1467. https://doi.org/10.37385/ijedr.v5i2.5449
Firmansyah, M. A. (2018). Perilaku konsumen (Sikap dan pemasaran). Deepublish.
Firmansyah, M. A. (2019). Komunikasi pemasaran. Qiara Media.
Gu, S. (2025). A multi-dimensional analysis of the impact of viral marketing on consumer behavior. Advances in Economics, Management and Political Sciences, 154(1), 71–76. https://doi.org/10.54254/2754-1169/2024.19546
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer.
Harahap, A. N. (2024). Pengaruh Brand Image Dan Viral Marketing Terhadap Keputusan Pembelian Pada Coffee Shop Kopi Orang Dalam (Doctoral dissertation, Universitas Medan Area).
Hasniati, Indriasar, D. P., & Sirajuddin, A. (2021). Pengaruh customer experience terhadap repurchase intention produk online dengan customer satisfaction sebagai variabel intervening. Management and Accounting Research Statistics, 1(2), 1–10. https://doi.org/10.59583/mars.v1i2.10
Herinama, A. A., & Setiawan, Y. (2024). Pengaruh viral marketing, experiential marketing, dan persepsi harga terhadap minat beli ulang produk Mixue Ice Cream & Tea pada Gen Z. Jurnal Manajemen, 10(1), 18–30. https://doi.org/10.54964/manajemen.v10i1.449
Kaplan, A. M., & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54(3), 253–263. https://doi.org/10.1016/j.bushor.2011.01.006
Kotler, P., & Armstrong, G. (2016). Principles of marketing (16th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kristyani, O. V., & Kristyana, N. (2022). Pengaruh viral marketing, brand experience, dan brand image terhadap niat pembelian ulang. Jurnal Administrasi Bisnis, 10(2), 125–133. https://doi.org/10.54144/jadbis.v10i2.8166
Pane, N. F., & Siregar, O. M. (2025). Strategi viral marketing dan brand love dalam mendorong repurchase intention pada konsumen Buttonscarves di Kota Medan. Jurnal Pengabdian Masyarakat dan Riset Pendidikan, 3(4), 5337–5343. https://doi.org/10.31004/jerkin.v3i4.1411
Pramudita, N. B., & Saputro, E. P. (2025). Pengaruh Viral Marketing dan Kualitas Produk Terhadap Keputusan Pembelian Produk Somethinc di Kota Surakarta Dimediasi oleh Citra Merek. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 7(2), 996–1014. https://doi.org/10.47467/alkharaj.v7i2.7153
Puriwat, W., & Tripopsakul, S. (2021). The role of viral marketing in social media on brand recognition and preference. Emerging Science Journal, 5(6), 855–867. https://doi.org/10.28991/esj-2021-01315
Putri, G. A. A. W. P., & Jatra, I. M. (2024). Pengaruh Social Media Marketing terhadap Repurchase Intention dengan Brand Image Sebagai Mediasi . EKONOMIKA45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 11(2), 85–103. https://doi.org/10.30640/ekonomika45.v11i2.2402
Rohmah, M. A., Fauziah, B., & Muzdalifah, L. (2025). The influence of viral marketing and product quality on repurchase intention with customer satisfaction as a mediating variable. IBMJ: Islamic Business and Management Journal, 8(2), 39–50.
Rosyihuddin, M., Sudarmiatin, S., & Hermawan, A. (2022). The influence of viral marketing and product innovation on repurchase intentions through mediation of purchase decision. Almana: Jurnal Manajemen dan Bisnis, 6(3), 568–581. https://doi.org/10.36555/almana.v6i3.1962
Safari, A., Purwoko, Setiawan, Z., Noor, L. S., & Nurdiani, T. W. (2024). The influence of brand image and customer experience on customer repurchase intention with product quality as a moderating variable. JURNAL ILMIAH EDUNOMIKA, 8(1). https://doi.org/10.29040/jie.v8i1.11208
Salina, S., & Sudaryanto, B. (2023). Analisis pengaruh viral marketing terhadap purchase intention dengan brand image dan brand awareness sebagai variabel intervening produk MS Glow. Diponegoro Journal of Management, 12(2). Retrieved from https://ejournal3.undip.ac.id/index.php/djom/article/view/38735
Setiabudhi, H., Suwono, Setiawan, Y. A., & Karim, S. (2024). Analisis data kuantitatif dengan SmartPLS 4. Borneo Novelty Publishing.
Shalihah, A. R., Monoarfa, T. A., & Kusumaningtyas, D. P. (2024). Pengaruh viral marketing, product quality, dan perceived price terhadap purchase intention melalui brand image sebagai variabel mediasi pada produk Bittersweet by Najla. Jurnal Bisnis, Manajemen, dan Keuangan, 5(2). https://doi.org/10.21009./JBMK.005.2.7
Social Blade. (2022). Instagram analytics: Indonesian beverage brands. https://socialblade.com
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D (2nd ed.). Alfabeta.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Henny Utarsih, Nabila Cinta Putri
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
