REUSE INTENTION AMONG E-COMMERCE CONSUMERS: THE MEDIATING ROLE OF BRAND IMAGE IN SOCIAL MEDIA MARKETING ON TOKOPEDIA IN BADUNG REGENCY

Abstract

The development of digital technology has encouraged the growth of e-commerce in Indonesia and intensified competition among digital platforms in maintaining consumer usage. Tokopedia, as an e-commerce platform in Indonesia, faces challenges in maintaining sustainability amid increasing competition. This condition is reflected in Tokopedia’s stagnant access rate compared to other e commerce platforms. This study aims to analyze the role of brand image in mediating the effect of social media marketing on reuse intention among Tokopedia consumers in Badung Regency. This research employed a quantitative approach with a causal associative design. Data were collected through questionnaires distributed to 120 Tokopedia users in Badung Regency selected using purposive sampling. The data analysis techniques used were path analysis and the Sobel test with the assistance of IBM SPSS version 26. The results showed that social media marketing had a positive and significant effect on both brand image and reuse intention. Brand image also had a positive and significant effect on reuse intention and was proven to mediate the influence of social media marketing on reuse intention. These findings support the Stimulus-Organism-Response (S O-R) theory, which explains that social media marketing as a stimulus shapes positive consumer perceptions of a brand as an internal process, thereby encouraging reuse intention. The implications of this study highlight the importance of managing interactive, relevant, trend oriented social media content and fostering user engagement to strengthen Tokopedia’s brand image and increase platform usage among consumers.