P-ISSN: 2808-0467 E-ISSN: 2808-5051 Homepage: https://iss.internationaljournallabs.com/index.php/iss 2379 DIGITAL COMMUNICATION: BRIDGE TO REPURCHASE INTENTION Hendrik Batoteng 1 , Surahman 2* , Bela Barus 3 , Patimah 4 , Gloria Adelaide Batoteng 5 , Rahmah Athaya Aulia 6 1,2,3,4,5,6 Department of Business Administration, Politeknik Negeri Samarinda, Samarinda, East Kalimantan, Indonesia * surahman@polnes.ac.id PAPER INFO ABSTRACT Received: May 2023 Revised: June 2023 Approved: June 2023 Background: According to the Top Brand Index (TBI) statistics for 2021, Milo was ranked fifth in the ready-to-drink liquid milk category. Furthermore, in the Milk Powder category, Milo was picked third out of four milk brands in the same year. Aim: This study examines the impact of Brand Familiarity, Brand Love, and e-WOM on Brand Attitude and the Repurchase Intention of Milo brand consumers in Samarinda City. Method: This study uses a questionnaire with the object of research being the Milo Brand product. The sample of this study is 147 respondents conducted in the city of Samarinda. The method of sampling is accidental sampling, which means that data were collected from respondents while found. The research methodology for this study involves using a quantitative approach, including path analysis and Structural Equation Modeling (SEM), which were analyzed using IBM SPSS Statistic 25 software and AMOS 5.0 software. Findings: The analysis of the structural model in this study found that three out of six hypotheses were significant: (1) the effects of Brand Familiarity, e-WOM, and Brand Love on Brand Attitude, and (2) the effects of e-WOM, Brand Love, and Brand Attitude on Repurchase Intention. The other three hypotheses were not significant: (1) the effect of Brand Familiarity on Brand Attitude, (2) the effect of Brand Love on Repurchase Intention, and (3) the effect of e-WOM on Repurchase Intention. KEYWORDS brand familiarity, brand love, digital communication, E-WOM, repurchase intention © The author(s). This work is distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) INTRODUCTION Milo is a Nestlé dairy product, invented in 1934 by Thomas Mayne in Sydney, Australia. It is offered in many countries worldwide, including Indonesia, and is renowned as a milk brand by Indonesians, even though it sells other items as well. According to the Top Brand Index (TBI) statistics (2021), it was ranked fifth in the ready-to-drink liquid milk category. Furthermore, in the milk powder category, it was picked third out of four milk brands in the same year. The research suggests that customers are more familiar with and like Milo's powdered milk versions than other Milo products. The data then became the foundation for this study. The company's success is reflected in the many loyal consumers who continually purchase its products. The more customers intend to repurchase Milo products, the more revenue the firm earns. To maintain customer loyalty and generate strong repurchase intentions, Nestlé must be able to meet the demands and desires of its customers.