The Impact of Word-of-Mouth Promotion on Consumers' Repurchase Intention for MSME Products

In an increasingly competitive market, MSMEs must innovate to foster brand loyalty and encourage repeat purchases. This study explores how word-of-mouth (WOM) and electronic WOM (eWOM) influence repurchase intentions among MSME consumers. Using a mixed-methods approach that includes structural equation modeling and qualitative insights, the research finds that WOM significantly enhances trust, satisfaction, and perceived value—factors critical to repurchase behavior. Notably, eWOM through social media and online reviews strengthens brand credibility and customer loyalty. The study also emphasizes the advantage of MSME products being culturally relevant and locally rooted, benefiting from authentic consumer recommendations. These findings highlight WOM as a cost-effective marketing strategy for MSMEs with limited promotional budgets. The study suggests that MSMEs should cultivate positive WOM by delivering exceptional customer experiences and leveraging digital platforms. It concludes by encouraging further research into cultural influences and long-term impacts of WOM on consumer behavior, positioning WOM as essential for MSME growth and resilience.Keywords: Word-of-mouth promotion, eWOM, repurchase intention, MSMEs, consumer behavior, customer loyalty, digital marketing, brand trust, mixed-methods research, marketing strategy.