Price Perception, Appearance Perception, Brand Trust, And Brand Experience As Antecedents To Repurchase Intention

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.