The Influence of Social Media Marketing, Content Quality, and Electronic Word of Mouth (eWOM) on Repurchasing Intention with Brand Trust as a Mediating Variable in the Okezone.Com News Portal

This study examines the influence of Social Media Marketing, Content Quality, and Electronic Word of Mouth (eWOM) on Repurchasing Intention with Brand Trust as a mediating variable in the context of the digital news portal Okezone.com. In response to increasing competition in digital media, news platforms are required to strengthen audience trust and engagement to encourage repeated access behavior. This research adopts a quantitative approach with a descriptive-explanatory design, using data collected from 200 active readers in the Jabodetabek area through purposive sampling, and analyzed using Structural Equation Modeling (SEM) with LISREL 8.80. The results show that Brand Trust has a positive and significant effect on Repurchasing Intention (β = 0.215, t = 2.922), while Social Media Marketing (β = 0.208, t = 2.803), Content Quality (β = 0.212, t = 2.992), and eWOM (β = 0.280, t = 4.123) also have positive and significant effects on Repurchasing Intention. Furthermore, Social Media Marketing (β = 0.306, t = 3.777), Content Quality (β = 0.260, t = 3.346), and eWOM (β = 0.231, t = 3.114) significantly influence Brand Trust. Mediation analysis using the Sobel test confirms that Brand Trust significantly mediates the relationship between Social Media Marketing (indirect effect = 0.066, Z = 2.311), Content Quality (indirect effect = 0.056, Z = 2.201), and eWOM (indirect effect = 0.050, Z = 2.131) on Repurchasing Intention, with the model explaining 63.3% of Brand Trust and 51.3% of Repurchasing Intention, indicating moderate explanatory power.