The hospitality industry in Indonesia, particularly in Jakarta, has experienced a resurgence following the COVID-19 pandemic, with five-star hotels leading in occupancy rates. Among these, Pullman Hotel Thamrin has received attention due to a mix of strong occupancy and critical guest reviews, especially on social media. This study investigates the impact of negative electronic word of mouth (e-wom) and brand image on the repurchase intention of guests of Pullman Thamrin. This research employs a quantitative approach using a non-probability sampling with a purposive sampling technique by contacting Pullman Hotel Thamrin's Instagram followers. The result of this research revealed that negative e-wom alone did not play a significant role in the repurchase intention of Pullman Hotel Thamrin guests, while brand image had a stronger, positive influence. However, when considered together in a multiple regression model, negative e-wom and brand image influence the repurchase intention of guests, suggesting that a negative online reputation may be counterbalanced by a favorable brand image. It is hoped that the implications of this research will help advise 5-star hotels as well as other star-rated hotels, that a consistent, strong brand image could mitigate the effects of online criticism.

Keyword:Negative Electronic Word of Mouth, Brand Image, Repurchase Intention, Hotel