Price Perception, Appearance Perception, Brand Trust, And Brand Experience As Antecedents To Repurchase Intention
Keywords:
Price Perception, Appearance Perception, Brand Preference, Brand Trust, Brand Experience and Repurchase Intention
Abstract
This study aims to determine the influence of price perception and appearance perception on repurchase intention mediated by brand preference, brand trust, and brand experience of customer of Vans in Bandung. 120 respondents who had bought and used Vans participated in this study. Cross-sectional or one-shot methods are used to obtain data. The instrument has been said to have passed the validity and reliability tests, including convergent, discriminatory, and composite reliability. The data analysis technique used is Structural Equation Modelling (SEM) using Smart-PLS tools version 3.0. Empirical data support eleven of the twenty research hypotheses proposed. The findings of this study show that price perception and appearance perception indirectly affect repurchase intention through brand experience and brand trust. The results of this study are expected to help further research and the object management that is considered related to design strategies that are relevant to improving the quality of these attributes. The difference between this study and the previous study is the addition of brand trust as an antecedent of brand preference and repurchase intention. Future researchers are advised to investigate other variables, such as brand preference and repurchase intention.
References
Ang, C. E., & Keni, K. (2021). Prediksi Brand Experience dan Brand Image Terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi. Jurnal Manajerial dan Kewirausahaan, 3(1), 42. https://doi.org/10.24912/jmk.v3i1.11286
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Chen-Yu, J., Cho, S., & Kincade, D. (2016). Brand Perception and Brand Repurchase Intent in Online Apparel Shopping: An Examination of Brand Experience, Image Congruence, Brand Affect, and Brand Trust. Journal of Global Fashion Marketing, 7(1), 30–44. https://doi.org/10.1080/20932685.2015.1110042
Cialdini, R. B., & et al. (1976). Basking in Reflected Glory: Three (Football) Field Studies. Journal of Personality and Social Psychology, 34(3), 366–375. https://doi.org/10.1037/0022-3514.34.3.366
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A Brand Preference and Repurchase Intention Model: the Role of Consumer Experience. Journal of Marketing Management, 32(13–14), 1230–1259. https://doi.org/10.1080/0267257X.2016.1150322
Effendi, S., & Tukiran. (2012). Metode Penelitian Survei. (Revisi). LP3ES.
Falah, M. D. I., Indrawan, M. R. A., & Bhirowo, B. H. (2022). Pengaruh Brand Trust dan Perceived Value Terhadap Purchase Intention Melalui Brand Preference. Value : Jurnal Manajemen Dan Akuntansi, 17(1), 1–12. https://doi.org/10.32534/jv.v17i1.2503
Gefen, D. (2000). E-commerce: The Role of Familiarity and Trust. Omega, 28(6), 725–737. https://doi.org/10.1016/S0305-0483(00)00021-9
Ghozali, I., & Latan, H. (2015). Konsep, Teknik , Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP UNDIP.
Hair, J. F. J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)-Third Edition.
Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (SEM) Berbasis Varian; Konsep Dasar dan Aplikasi Program SmartPLS 3.2.8 dalam Riset Bisnis. PT Inkubator Penulis Indonesia.
Haryono, S. (2014). Mengenal Metode Structural Equation Modelling (SEM) Untuk Penelitian Manajemen Menggunakan AMOS 18.00. VII(1), 23–34.
Hidayat Fahrul, D. (2023). Pengaruh Price Perception , Perceived Value, dan Appearance Perception Terhadap Repurchase Intention Dengan Pemoderasi Halal Perception (Studi Pada Konsumen Mixue Ice Cream & Tea di Daerah Istimewa Yogyakarta). Journal of Business Research, 31–41.
Hussain, S., & Ahmed, R. R. (2020). Smartphone Buying Behaviors in a Framework of Brand Experience and Brand Equity. Transformations in Business and Economics, 19(2), 220–242.
Hussein, A. S. (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Square (PLS) dengan SmartPLS 3.0. FEB Universitas Brawijaya.
Ibzan, E., Balarabe, F., & Jakada, B. (2016). Consumer Satisfaction and Repurchase Intentions. Developing Country Studies, 6(2), 96–100. www.iiste.org
Jacob, M. R., & Berlianto, M. P. (2022). The Determinant Factors that Influence Repurchase Intention of Samsung Smartphone in Jabodetabek. Enrichment: Journal of Management, 12(4), 2678–2689.
Kronrod, A., & Huber, J. (2019). Ad Wearout Wearout: How Time Can Reverse the Negative Effect of Frequent Advertising Repetition on Brand Preference. International Journal of Research in Marketing, 36(2), 306–324. https://doi.org/10.1016/j.ijresmar.2018.11.008
Lau, Geok, T., & Lee, Sook, H. (1999). Consumers ’ Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, 4(1999), 341–370.
Lubis, I. B. H., & Wibowo, A. (2016). Pengaruh Citra Merek , Media Iklan Instagram , Pembelian Produk Vans ( Studi Kasus Pada Followers Twitter @ VHeadID ). Jurnal Manajemen Bisnis Indonesia, 05(4), 388–401.
Malhotra, N. K. (2005). Riset Pemasaran (Pendekatan Terapan). Indeks Kelompok Gramedia.
Petrick, J. F. (2002). Development of a Multi-Dimensional Scale for Measuring The Perceived Value of a Service. Journal of Leisure Research, 34(2), 119–134. https://doi.org/10.1080/00222216.2002.11949965
Pir, E., & Derinözlü, E. (2021). The Mediating Role of Price Sensitivity in The Effect of Trust and Loyalty to Luxury Brands on The Brand Preference. Upravlenets, 11(6), 70–84. https://doi.org/10.29141/2218-5003-2020-11-6-6
Pullman, M. E., & Gross, M. A. (2004). Ability of Experience Design Elements to Elicit Emotions and Loyalty Behaviors. Decision Sciences, 35(3), 551–578. https://doi.org/10.1111/j.0011-7315.2004.02611.x
Sekaran, U., & Bougie, R. (2017). Metode Penelitian Untuk Bisnis. (Edisi 6). Salemba Empat.
Soediono, W., Wedanaji Prasastyo, K., & Adeline, M. (2020). Pengaruh Brand Experience, Brand Image-Congruence, Brand Affect dan Brandtrust Terhadap Repurchase Intention Pada Produk Fashion Berrybenka Secara Online Di Jakarta. Media Bisnis, 12(1), 57–66. https://doi.org/10.34208/mb.v12i1.881
Yasri, Y., Susanto, P., Hoque, M. E., & Gusti, M. A. (2020). Price Perception and Price Appearance on Repurchase Intention of Gen Y: do Brand Experience and Brand Preference Mediate? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05532
Yovan, A., & Yasri, Y. (2022). Price Perception and Repurchase Intention: Mediated by Brand Experience and Brand Preference. Marketing Management Studies 2, 4(2), 324–334. https://doi.org/https://doi.org/10.24036/mms.v2i4.299
Zeithaml, V. A. (1988). Antithymocyte Globulin Reacts With Many Normal Human Cell Types. Journal of Marketing, 52(5), 1047–1054. https://doi.org/10.1182/blood.v62.5.1047.1047
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Chen-Yu, J., Cho, S., & Kincade, D. (2016). Brand Perception and Brand Repurchase Intent in Online Apparel Shopping: An Examination of Brand Experience, Image Congruence, Brand Affect, and Brand Trust. Journal of Global Fashion Marketing, 7(1), 30–44. https://doi.org/10.1080/20932685.2015.1110042
Cialdini, R. B., & et al. (1976). Basking in Reflected Glory: Three (Football) Field Studies. Journal of Personality and Social Psychology, 34(3), 366–375. https://doi.org/10.1037/0022-3514.34.3.366
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A Brand Preference and Repurchase Intention Model: the Role of Consumer Experience. Journal of Marketing Management, 32(13–14), 1230–1259. https://doi.org/10.1080/0267257X.2016.1150322
Effendi, S., & Tukiran. (2012). Metode Penelitian Survei. (Revisi). LP3ES.
Falah, M. D. I., Indrawan, M. R. A., & Bhirowo, B. H. (2022). Pengaruh Brand Trust dan Perceived Value Terhadap Purchase Intention Melalui Brand Preference. Value : Jurnal Manajemen Dan Akuntansi, 17(1), 1–12. https://doi.org/10.32534/jv.v17i1.2503
Gefen, D. (2000). E-commerce: The Role of Familiarity and Trust. Omega, 28(6), 725–737. https://doi.org/10.1016/S0305-0483(00)00021-9
Ghozali, I., & Latan, H. (2015). Konsep, Teknik , Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP UNDIP.
Hair, J. F. J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)-Third Edition.
Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (SEM) Berbasis Varian; Konsep Dasar dan Aplikasi Program SmartPLS 3.2.8 dalam Riset Bisnis. PT Inkubator Penulis Indonesia.
Haryono, S. (2014). Mengenal Metode Structural Equation Modelling (SEM) Untuk Penelitian Manajemen Menggunakan AMOS 18.00. VII(1), 23–34.
Hidayat Fahrul, D. (2023). Pengaruh Price Perception , Perceived Value, dan Appearance Perception Terhadap Repurchase Intention Dengan Pemoderasi Halal Perception (Studi Pada Konsumen Mixue Ice Cream & Tea di Daerah Istimewa Yogyakarta). Journal of Business Research, 31–41.
Hussain, S., & Ahmed, R. R. (2020). Smartphone Buying Behaviors in a Framework of Brand Experience and Brand Equity. Transformations in Business and Economics, 19(2), 220–242.
Hussein, A. S. (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Square (PLS) dengan SmartPLS 3.0. FEB Universitas Brawijaya.
Ibzan, E., Balarabe, F., & Jakada, B. (2016). Consumer Satisfaction and Repurchase Intentions. Developing Country Studies, 6(2), 96–100. www.iiste.org
Jacob, M. R., & Berlianto, M. P. (2022). The Determinant Factors that Influence Repurchase Intention of Samsung Smartphone in Jabodetabek. Enrichment: Journal of Management, 12(4), 2678–2689.
Kronrod, A., & Huber, J. (2019). Ad Wearout Wearout: How Time Can Reverse the Negative Effect of Frequent Advertising Repetition on Brand Preference. International Journal of Research in Marketing, 36(2), 306–324. https://doi.org/10.1016/j.ijresmar.2018.11.008
Lau, Geok, T., & Lee, Sook, H. (1999). Consumers ’ Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, 4(1999), 341–370.
Lubis, I. B. H., & Wibowo, A. (2016). Pengaruh Citra Merek , Media Iklan Instagram , Pembelian Produk Vans ( Studi Kasus Pada Followers Twitter @ VHeadID ). Jurnal Manajemen Bisnis Indonesia, 05(4), 388–401.
Malhotra, N. K. (2005). Riset Pemasaran (Pendekatan Terapan). Indeks Kelompok Gramedia.
Petrick, J. F. (2002). Development of a Multi-Dimensional Scale for Measuring The Perceived Value of a Service. Journal of Leisure Research, 34(2), 119–134. https://doi.org/10.1080/00222216.2002.11949965
Pir, E., & Derinözlü, E. (2021). The Mediating Role of Price Sensitivity in The Effect of Trust and Loyalty to Luxury Brands on The Brand Preference. Upravlenets, 11(6), 70–84. https://doi.org/10.29141/2218-5003-2020-11-6-6
Pullman, M. E., & Gross, M. A. (2004). Ability of Experience Design Elements to Elicit Emotions and Loyalty Behaviors. Decision Sciences, 35(3), 551–578. https://doi.org/10.1111/j.0011-7315.2004.02611.x
Sekaran, U., & Bougie, R. (2017). Metode Penelitian Untuk Bisnis. (Edisi 6). Salemba Empat.
Soediono, W., Wedanaji Prasastyo, K., & Adeline, M. (2020). Pengaruh Brand Experience, Brand Image-Congruence, Brand Affect dan Brandtrust Terhadap Repurchase Intention Pada Produk Fashion Berrybenka Secara Online Di Jakarta. Media Bisnis, 12(1), 57–66. https://doi.org/10.34208/mb.v12i1.881
Yasri, Y., Susanto, P., Hoque, M. E., & Gusti, M. A. (2020). Price Perception and Price Appearance on Repurchase Intention of Gen Y: do Brand Experience and Brand Preference Mediate? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05532
Yovan, A., & Yasri, Y. (2022). Price Perception and Repurchase Intention: Mediated by Brand Experience and Brand Preference. Marketing Management Studies 2, 4(2), 324–334. https://doi.org/https://doi.org/10.24036/mms.v2i4.299
Zeithaml, V. A. (1988). Antithymocyte Globulin Reacts With Many Normal Human Cell Types. Journal of Marketing, 52(5), 1047–1054. https://doi.org/10.1182/blood.v62.5.1047.1047
Published
2024-06-26
Section
Articles
Copyright (c) 2024 Muhammad Hilmy, Yadi Ernawati2
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
