International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (64-74), Month: October 2019 - March 2020, Available at: www.researchpublish.com
THE ROLE OF PERCEIVED PRICE, PERCEIVED VALUE, AND TRUST IN MEDIATING THE EFFECT OF BRAND IMAGE ON REPURCHASE INTENTION FOR AIRCRAFT TICKETS ONLINE Puput Widyawati1, I Ketut Rahyuda2 1,2
Economics and Business Faculty
1,2
Udayana University, Bali - Indonesia
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.
I. INTRODUCTION High mobility has created a typical society that prefers technological sophistication such as by utilizing the internet network and gadgets as the main guidelines to be able to help all daily needs and business performance to be more efficient and effective. The development of the internet has also increased the number of social media users because in addition to spending free time interacting with each other, social media is also useful as a means of supporting promotion for business people and has a great influence on business growth, especially online-based businesses in Indonesia such as e-commerce. Based on information from TechinAsia which revealed that the online travel agency landscape in Indonesia is arguably still relatively small. However, growth continues to occur, because 10 percent (%) of total airline ticket sales in 2013 were made online and will continue to grow. In recent years, a statement from comscore.com that a company that provides market data and analysis from the United States has confirmed that Traveloka is ranked first for online flight ticket search and booking services outside of the official website of each airline. The rapid development of the Traveloka company, making Traveloka the most popular online ticket and hotel ticket media by comparing conversion rates, site visits, brand awareness and top of mind to other similar competitor sites. Traveloka is the No. 1 online site 1 (one) in
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