Pengaruh Brand Image dan Harga terhadap Repurchase Intention melalui Term of Payment pada PT. United Tractors Cabang Jayapura

Adhytia Pratomo Saputro; Tommy C. Efrata

doi:10.55606/jubima.v4i3.4527

Authors

Adhytia Pratomo Saputro Universitas Ciputra Surabaya
Tommy C. Efrata Universitas Ciputra Surabaya

DOI:

https://doi.org/10.55606/jubima.v4i3.4527

Keywords:

Brand Image, Heavy Equipment, Price, Repurchase Intention, Terms of Payment

Abstract

This study examines the effects of price and brand image on repurchase intention through terms of payment as a mediating mechanism among customers of PT United Tractors Jayapura Branch. The study addresses the increasing competition in the heavy equipment industry and the importance of flexible payment arrangements in high-value business-to-business (B2B) transactions. A quantitative approach was employed using purposive sampling, involving 150 customers who had direct involvement in heavy equipment procurement. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings indicate that price and brand image have positive and significant effects on repurchase intention, while terms of payment demonstrate the strongest direct effect on repurchase intention. Furthermore, both price and brand image significantly influence terms of payment, and terms of payment significantly mediates the relationship between price and repurchase intention. The model explains 64.0% of the variance in repurchase intention and 38.1% of the variance in terms of payment. These findings highlight the strategic importance of maintaining a strong brand image, competitive pricing, and flexible payment schemes to strengthen customer retention and encourage repeat purchases in the B2B heavy equipment market.

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