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All Journal Magisma: Jurnal Ilmiah Ekonomi dan Bisnis
Anugraheni, Vivid
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Economics, Econometrics & Finance Social Sciences Other

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The Influence Of Perceived Value, Brand Communication, And Brand Image On Consumer Trust In The Honda Brand Maghfiroh, Jani Putri; Hapsari, Vega; Anugraheni, Vivid; Emyrasari, Kiki; Mursid, Ali
Magisma: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 2 (2025): MAGISMA:Jurnal Ilmiah Ekonomi dan Bisnis
Publisher : Magister Manajemen STIE Bank BPD Jateng

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35829/magisma.v13i2.588

Abstract

This study aims to analyze the influence of perceived value and brand communication on brand trust, with brand image serving as a mediating variable in the context of the Honda brand. Using a quantitative approach, data were collected from 200 respondents who are consumers of Honda products. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived value has a positive and significant effect on brand trust, as well as a positive and significant effect on Honda’s brand image. Moreover, brand image mediates the relationship between perceived value and brand trust. In addition, brand communication is found to have a positive and significant effect on both brand image and brand trust. The study also confirms that brand image has a positive and significant effect on brand trust and plays a mediating role in the relationship between brand communication and brand trust. These findings underscore the strategic importance of building strong brand image as a bridge between value perception,communication efforts, and consumer trust in the Honda brand.
Co-Authors Ali Mursid Emyrasari, Kiki Hapsari, Vega Maghfiroh, Jani Putri