Perceived Value as a Mediator of Brand Image and Price toward Wardah Repurchase Intention

Ayu Wulandari; Anita Asnawi; Liling Listyawati; Andry Herawati

doi:10.55927/fjmr.v4i10.560

Authors

Ayu Wulandari Universitas Dr Soetomo
Anita Asnawi Universitas Dr Soetomo
Liling Listyawati Universitas Dr Soetomo
Andry Herawati Universitas Dr Soetomo

DOI:

https://doi.org/10.55927/fjmr.v4i10.560

Keywords:

Perceived Value, Trust, Brand Image, Price Perception

Abstract

The rapid development of online beauty markets has reshaped how consumers evaluate and repurchase beauty-enhancing items. The present paper aims to assess the indirect effects of brand image (BI) and price perception (PP) on repurchase intention (RI) By utilizing the mediational pathways of perceived value (PV), focusing on Wardah, a leading halal cosmetic brand in Indonesia. Grounded in the Stimulus–Organism–Response (S–O–R) framework, the research applies a quantitative approach using data collected from online consumers in Surabaya. A total of 103 valid responses were analyzed using SmartPLS 3. The resultant insights reveal that BI and PP significantly enhance PV, which in turn exerts the strongest influence on RI. PV also mediates the effects of both BI and PP on RI, confirming its central role as a psychological bridge within the S–O–R model. The findings extend the existing literature by offering new perspectives on online consumer behaviour and halal marketing by highlighting the strategic importance of value creation in sustaining repurchase intention in competitive digital beauty markets.

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