The Role of Brand Image in Mediating The Effect of Word of Mouth on Repurchase Intentions (empirical study at a casual Dining Restaurant in Bali)

ABSTRACT : This research was conducted at a casual Dining Restaurant in Bali (Nuri’s Waung Ubud) with105 respondents. The sampling method used in this study was purposive sampling. The analysis technique usespath analysis and single test. The results show that word of mouth has a positive and significant effect onrepurchase intention, word of mouth has a positive and significant effect on brand image, brand image has apositive and significant effect on repurchase intention, brand image is able to mediate the effect of word ofmouth on repurchase intention. back. The restaurant is expected to improve the quality of cuisine, reduce pricesor provide discounts, provide the best service and on time delivery of food and are always swift in handlingcomplaints from consumers will make consumers feel appreciated and do not make consumers wait long, thiswill make consumers feel satisfied and comfortable at Nuri’s Warung

Keywords: brand image, word of mouth, repurchase intention