Peran Brand Image dan Perceived Value terhadap Repurchase Intention dengan Brand Trust sebagai Variabel Intervening pada Pengguna E-Commerce Tokopedia The Role of Brand Image and Perceived Value in Repurchase Intention with Brand Trust as an Intervening Variable among Tokopedia E-Commerce Users
Article Sidebar
Page Numbers:
2495-2515
Digital Object Identifier:
10.58578/arzusin.v6i4.9888
Viewed: 77 times
Downloaded: 38 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Haris Nega Aprilian1*, Olivia FachrunnisaFachrunnisa2 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
Intense competition in the e-commerce industry in Indonesia requires companies to strengthen the factors that can increase consumers’ repurchase intention. This study aims to analyze the effect of brand image and perceived value on repurchase intention, with brand trust as an intervening variable among Tokopedia users. This study used a quantitative approach with an explanatory research design. Data were collected through a questionnaire administered to 150 Tokopedia user respondents selected using purposive sampling, then analyzed using SmartPLS 4 through outer model and inner model testing. The results showed that brand image, perceived value, and brand trust had a positive and significant effect on repurchase intention. In addition, brand image and perceived value also had a positive effect on brand trust, and brand trust was able to mediate the relationship between these two variables and repurchase intention. These findings confirm that improving brand image and consumers’ perceived value can strengthen brand trust and encourage repurchase intention. The implications of this study indicate the importance of marketing strategies that focus on strengthening brand image, increasing perceived value, and building brand trust to enhance Tokopedia customer loyalty.
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Amadea, A., & Herdinata, C. (2022). Pengaruh E-Trust dan Perceived Value Terhadap Repurchase Intention pada E-Commerce Shopee. BIP’s Jurnal Bisnis Perspektif, 14(2), 123–132. https://doi.org/10.37477/bip.v14i2.354
Auditya, E. K. (2025). Pengaruh Digital Marketing dan E-Service Quality Terhadap Repurchase Intention pada Pengguna Grabfood di Surabaya. Jurnal Manajemen Perhotelan, 11(1), 1–14. https://doi.org/10.9744/jmp.11.1.1-14
Cahyaningtiyas, R. P., & Ludiya, E. (2024). Perceived Value Terhadap Repurchase Intention yang Dimediasi Customer Trust pada E-Commerce Tokopedia di Kota Bandung. Journal of Management and Bussines (JOMB), 6(3), 1120–1129. https://doi.org/10.31539/jomb.v6i3.8848
Effendi, L. P., & Andriani, M. (2023). Perceived Value dan Repurchase Intention pada Online Marketplace. Jurnal Ekonomi, Manajemen, dan Perbankan, 9(1), 17–32. https://doi.org/10.35384/jemp.v9i1.379
Ferdinand, A. (2014). Metode Penelitian Manajemen: Pedoman Penelitian untuk Penulisan Skripsi, Tesis, dan Disertasi Ilmu Manajemen. Badan Penerbit Universitas Diponegoro.
Fitriani, T. N., Kurniawan, B., & Goeltom, H. C. (2023). Pengaruh Brand Trust, Brand Awareness Terhadap Purchase Intention Melalui Brand Satisfaction sebagai Variabel Intervening. Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA), 3(3), 968–977. https://doi.org/10.47709/jebma.v3i3.3214
Florendiana, T. R., Andriani, D., & Hariasih, M. (2023). Pengaruh Customer Satisfaction Digital Marketing dan Brand Trust Terhadap Repurchase Intention. Jurnal Manajemen STIE Muhammadiyah Palopo, 9(1), 124–140. https://doi.org/10.35906/jurman.v9i1.1491
García-Salirrosas, E. E., Escobar-Farfán, M., Esponda-Perez, J. A., Millones-Liza, D. Y., Villar-Guevara, M., Haro-Zea, K. L., & Gallardo-Canales, R. (2024). The impact of perceived value on brand image and loyalty: A study of healthy food brands in emerging markets. Frontiers in Nutrition, 11, Article 1482009. https://doi.org/10.3389/fnut.2024.1482009
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Gunawan, D. G., & Pertiwi, A. D. (2022). Pengaruh Label Halal, Electronic Word of Mouth dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Safi Melalui Brand Image dan Brand Trust. Jurnal Ilmiah Ekonomi Islam, 8(1), 815–824. https://doi.org/10.29040/jiei.v8i1.4508
Hair, J. F., Jr., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hanggara, D. K., & Hussein, A. S. (2023). Pengaruh Product Quality, Service Quality, dan Perceived Value Terhadap Repurchase Intention. Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 2(3), 660–674. https://doi.org/10.21776/jmppk.2022.02.3.09
Irvana, N., & Ali, H. (2024). Pengaruh Brand Image, Brand Experience dan Kepuasan Pelanggan Terhadap Repurchase Intention pada Kota XYZ. Jurnal Humaniora, Ekonomi Syariah, dan Muamalah, 2(2), 88–101. https://doi.org/10.38035/jhesm.v2i2.277
Jeffry, J., Mariatin, E., & Novliadi, F. (2023). Impact of brand trust on repurchase intention of Tokopedia. International Journal of Progressive Sciences and Technologies, 38(2), 397–401. https://doi.org/10.52155/ijpsat.v38.2.5335
Lestari, P., Kurniawan, B., & Utami P., R. H. (2024). Effect of service quality, price, and brand image on repurchase intention with customer satisfaction as an intervening variable. Journal of Business Management and Economic Development, 2(2), 828–835. https://doi.org/10.59653/jbmed.v2i02.772
Permadi, S. F., Indayani, L., & Yani, M. (2025). Analisis Reputasi Brand, E-Service Quality, dan Electronic Word of Mouth Terhadap Minat Beli Konsumen Tokopedia di Sidoarjo. Permana: Jurnal Perpajakan, Manajemen, dan Akuntansi, 17(3), 1530–1547. https://doi.org/10.24905/permana.v17i3.1076
Raihan, M., Gunardi, A., & Madiawati, P. N. (2025). Pengaruh Penggunaan Media Sosial dan eWOM Terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen pada Instagram @Mcdonaldsid. e-Proceeding of Management, 12(6), 6525–6536. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/29175/27554
Raihana, A. L., & Madiawati, P. N. (2024). The effect of price and brand trust on repurchase intention through consumer satisfaction as an intervening variable in Emina Cosmetics. Management Studies and Entrepreneurship Journal, 5(2), 8598–8613. https://doi.org/10.37385/msej.v5i2.5682
Septyarini, E. H., & Sekarsari, L. A. (2024). Analysis of halal brand image, perceived quality, and brand satisfaction on Wardah consumer purchase intention. Bima Journal: Business, Management and Accounting Journal, 5(2), 189–206. https://doi.org/10.37638/bima.5.2.189-206
Soraya, N. C. T., Sudarmiatin, S., & Dhewi, T. S. (2023). The effect of food quality and perceived value on behavioral intention using customer satisfaction as a mediation variable: Study on Gacoan Noodle Restaurant in Surabaya. International Journal of Humanities Education and Social Sciences (IJHESS), 2(5), 1761–1771. https://doi.org/10.55227/ijhess.v2i5.459
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Edisi 3). Alfabeta.
Tamadesha, A., & Istiharini, I. (2018). Pengaruh Customer Experience dan Brand Image Terhadap Customer Loyalty Starbucks Bandung. Journal of Accounting and Business Studies, 3(1), 18–27. https://doi.org/10.61769/jabs.v3i1.301
Tarigan, R. T., Sembiring, B. K. F., & Situmorang, S. H. (2024). The influence of brand image and product quality on repurchase intention mediated by customer satisfaction in Maxx Coffee customers. The International Conference on Education, Social Sciences and Technology (ICESST), 3(2), 188–195. https://doi.org/10.55606/icesst.v3i2.437
Utami, F. N. (2023). Pengaruh E-Service Quality dan Brand Image Terhadap Minat Beli Bukalapak pada Generasi Milenial di Indonesia. Jurnal Ilmiah Edunomika, 8(1), 1–14. https://doi.org/10.29040/jie.v8i1.11590