Brand Image Antecedents to Enhance Consumer Trust

Research aims are to identify, analyze, and conclude the effect of price perception product quality on brand image consumer trust. The analytical technique applies a structural equation model lisrel software supported. study results, namely partially have positive image. Price perception, quality, Brand mediates perceived To enhance image, especially for emotional satisfaction, more specifically self-expression value, by increasing which is dominant among other exogenous variables. discount reflects perception. This dimension reflected dominantly rare discount. Retailers in Medan need pay attention discounts that users Increasing trust, retailer ability, institutional recognitions, constructs. user value