The Influence of Perceived Value, Brand Communication, and Brand Image on Consumer Trust in the Honda Brand

Mursid, Ali, Ph.D The Influence of Perceived Value, Brand Communication, and Brand Image on Consumer Trust in the Honda Brand. Magisma. ISSN 2337778X

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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 signif 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.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Ph.D. Ali Mursid
Date Deposited: 14 Oct 2025 04:41
Last Modified: 14 Oct 2025 04:41
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/2752

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