The effect of Brand Image, Price, Trust, and Value on Repurchase Intention Antiseptic Bath Soup Lifebuoy
Resi Resmawati (a) Indrawati, PhD (b)

a. Faculty of Economic and Business, Magister Management Telkom University, Bandung Indonesia
Resiresmawati07[at]gmail.com

b. Lecturer of Faculty Economic and Business Telkom University, Bandung Indonesia
Indrawati[at]telkomuniversity.ac.id

Abstract

The Covid 19 pandemic has changed peoples behavior and consumption patterns. It also affects sales at a company. The demand for various product categories is increasing, one of which is hygiene products. Since the emergence of the covid 19 virus, people are increasingly maintaining cleanliness and also health. In this case, many companies or businesses issue hygiene and health products, including antiseptic bath soap products. Antiseptic bath soap is one of the products that have become a staple for human life. Therefore, as the population grows, the need for soap also increases. In Indonesia itself antiseptic bath soap brand Lifebuoy has gained a good brand image in the eyes of its consumers, this can be seen from the data of the top brand brand index in 2019 until 2020, lifebuoy managed to occupy the first position in controlling the market share of bath soap in Indonesia. Being a brand that occupies the position of Top of Mind is seen from several factors, especially judging from the brand image in the eyes of its consumers. The purpose of this research is to build a research framework, which helps companies to build a good brand image, appropriate pricing strategies, value offered and also build customer trust. The implications of this research for academic are expected to present a new model of consumer buying behavior.
This research belongs to quantitative research that uses descriptive design. The sampling technique used is purposive sampling. The questionnaire survey method was used to collect data from a minimum of 269 people using Lifebuoy products, mainly women aged 17 until 55 years, with the spread of questionnaires online.

Keywords: Brand Image, Price, Customer Trust, Value, Repurchase Intention

Topic: Digital Marketing