THE INFLUENCE OF BRAND IMAGE, CELEBRITY ENDORSEMENT, AND PRICE REASONABILITY ON RETURN PURCHASE INTENTIONS MEDIATED BY CUSTOMER SATISFACTION IN LION PARCEL CUSTOMERS
Abstract
This study empirically analyses the effect of brand image, celebrity endorsement, and price fairness on repurchase intention mediated by customer satisfaction for Lion Parcel customers in Indonesia. This research is descriptive and quantitive. The analysis method used is SEM-PLS (Structural Equation Model – Partial Least Square) Smart PLS 4.0 software with the number of respondents as many as 181 people who were taken by purposive sampling. The results of this study are the influence of Brand Image and Celebrity Endorsement on Customer Satisfaction. Moreover, Price Fairness does not directly affect Repurchase Intention because even though the price offered is fair, customers will reuse Lion Parcel again if the perceived price fairness is in line with creating customer satisfaction.
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PDFDOI: https://doi.org/10.25292/atlr.v6i0.626
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Advances in Transportation and Logistics Research
ISSN: 2622-5778 (online)
Published by: Institut Transportasi dan Logistik Trisakti, Jakarta - Indonesia
ATLR by http://proceedings.itltrisakti.ac.id/index.php/ATLR is licensed under a Creative Commons Attribution 4.0 International License.