Abstract: The purpose of this study is to determine the effect of brand image on perceived price, perceived value, trust and repurchase intention and the role of perceived price, perceived value and repurchase intention mediate the relationship between brand image and repurchase intention. This research uses quantitative data types that are analyzed associatively. The sampling technique in this study was purposive sampling, with a total sample of 130 respondents. Data collection techniques in the form of distributing questionnaires to Traveloka customers in Bali. The data analysis tool used is AMOS ver. 24. The results of this study indicate that brand image has a positive and significant effect on perceived price, perceived value, trust and repurchase intention. In addition, perceived price, perceived value and repurchase intention partially mediate the relationship between brand image and repurchase intention. The practical implication of this research is that this research can be used as a model for evaluating strategies on Traveloka's brand image, perceived price, perceived value, trust and repurchase intention. The theoretical implication of this research is that this research can complement the marketing literature and will add new knowledge about evaluating the influence of a variable on other variables based on the strength of the value of the five-variable relationship model (brand image, perceived price, perceived value, trust and repurchase intention) in business flight ticket sales online through Traveloka and reinforce previous research.
Keywords: brand image, price received by customers, benefits received by customers, trust and repurchase intention.
Title: THE ROLE OF PERCEIVED PRICE, PERCEIVED VALUE, AND TRUST IN MEDIATING THE EFFECT OF BRAND IMAGE ON REPURCHASE INTENTION FOR AIRCRAFT TICKETS ONLINE
Author: Puput Widyawati, I Ketut Rahyuda
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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