The Role of Brand Image In Mediating The Influence of Experiential Marketing And E-WOM on Revisit Intention In Coffee Agrotourism

Abstract

Coffee agrotourism combines plantation activities and tourism by offering visitors production tours, coffee tastings, and nature-based experiences. This study aims to examine the effects of experiential marketing and electronic word of mouth (eWOM) on revisit intention, both directly and indirectly through brand image. This research used a quantitative associative approach and applied variance-based Structural Equation Modeling with Partial Least Squares (SEM-PLS). Data were processed using SmartPLS version 3.2.9. The findings show that experiential marketing and eWOM have positive and significant effects on revisit intention and brand image. Brand image also has a positive and significant effect on revisit intention. Furthermore, brand image fully mediates the relationship between experiential marketing and revisit intention, while partially mediating the relationship between eWOM and revisit intention. This study provides empirical contributions to marketing management, particularly in TPB, experiential marketing, eWOM, brand image, and revisit intention in Bali Coffee Agrotourism.