<![CDATA[This study examines how brand image influences repurchase intention by investigating the parallel mediating roles of brand trust and perceived value in the coffee retail industry. Grounded in the Stimulus Organism Response framework, this research explains how consumers internal evaluations translate brand related perceptions into future purchasing behavior. A quantitative explanatory approach was employed using a cross sectional survey involving 201 consumers of a coffee retail brand. Data were collected through an online questionnaire and analyzed using partial least squares structural equation modeling with SmartPLS 3. The results indicate that brand image has a positive and significant relationship with brand trust, perceived value, and repurchase intention. Furthermore, brand trust and perceived value significantly enhance repurchase intention, demonstrating their important roles as psychological mechanisms in consumer decision making. The mediation analysis confirms that both brand trust and perceived value partially mediate the relationship between brand image and repurchase intention, indicating that favorable brand perceptions influence consumer retention both directly and through strengthened internal evaluations. The model explains a substantial proportion of variance in repurchase intention, highlighting the importance of brand related factors in predicting consumer behavioral intentions. This study contributes to consumer behavior literature by clarifying the complementary roles of trust and perceived value in transforming brand image into sustainable repurchase behavior. The findings suggest that coffee retail businesses should strengthen brand identity, develop consumer trust, and enhance perceived value through consistent service experiences and meaningful customer interactions.]]>
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