The Effect of Brand Positioning, Brand Image, and Perceived Price on Consumer Repurchase Intention Low-Cost Carrier

Dewa Ayu Abhinandati Prajna Pratisthita (Politeknik Pariwisata Bali, Badung, Indonesia)
Putu Gde Arie Yudhistira (Politeknik Pariwisata Bali, Badung, Indonesia)
Ni Ketut Wiwiek Agustina (Politeknik Pariwisata Bali, Badung, Indonesia)

Jurnal Manajemen Teori dan Terapan
Vol. 15 No. 2 (2022)

Objective: This study aims to examine the effect of brand positioning, brand image, and perceived price on the repurchase intention of low-cost carrier consumers. Design/Methods/Approach: This study uses a purposive sampling technique to obtain a sample of 400 respondents who had used Citilink airline from I Gusti Ngurah Rai Airport. Data collection techniques are carried out by distributing online questionnaires using a Likert Scale points 1 to 5, which have been analyzed using SmartPLS 4 through the measurement model test (outer model), and structural model test (inner model). Findings: The findings show that brand positioning has a positive effect on the repurchase intention of consumers of a low-cost carrier, brand image has a positive effect on the repurchase intention of consumers low-cost carrier, and the perceived price has a positive effect on the repurchase intention of consumers low-cost carrier. Originality: This research adds dimensions to the variables of brand positioning, brand image, and perceived price and combines them to determine their effect on the repurchase intention of Indonesian low-cost airlines. Practical/Policy Implications: Identifying the results of the variable brand positioning, brand image, and perceived price can measure repurchase intention for low-cost carrier consumers. This study provides low-cost carriers that the right brand positioning strategy, positive image, and price can create a consumer repurchase intention.