Title:
THE EFFECT OF BRAND IMAGE, PRICE, AND VALUE ON REPURCHASE INTENTION WITH TRUST AS A MEDIATION ON VIRTUAL HOTEL OPERATOR CUSTOMERS IN BANDA ACEH CITY

Authors:
T. Miftakhul Rizki , Jasman J Ma'ruf and Sorayanti Utami ,Indonesia

Abstract:
This study aims to examine the effect of brand image, price, and value on repurchase intentions with trust as a mediation on virtual hotel operator (VHO) customers in the city of Banda Aceh. The population observed was all Indonesian citizens who in the past year have booked RedDoorz and OYO Rooms hotels through the VHO booking application, Traveloka, Tiket.com, Pegi-Pegi, and Agoda. The sample was determined based on the Non-Probability Sampling method with the sampling technique using purposive sampling. The determination of the sample was through multiplying the number of indicators by 5 to obtain a total sample of 110 people. The variable measurement scale used was the Likert scale. The model was analyzed using Structural Equation Modeling (SEM) using Amos software. The test results on VHO hotels in Banda Aceh show that brand image, price, and value have a significant effect on trust, brand image and value have no effect on purchase intention, while value and trust have a significant effect on purchase intention, and trust mediates the effect of brand image, price, and value on purchase intention. These results reveal that the model of increasing purchase intention at VHO hotels in Banda Aceh consists of the functions of strengthening brand image, price conformity, and increasing trust, where trust can act as a mediator. The limitation of the research results is the scope of the study where the model being tested is limited to the variables that exist in this study so that further researchers can develop it by adding other variables such as ease of use, or others.