The Influence Of Perceived Value, Brand Communication, And Brand Image On Consumer Trust In The Honda Brand

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 and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived value has a positive and significant effect on both brand trust and Honda’s brand image, while brand image significantly mediates the relationship between perceived value and brand trust. Furthermore, brand communication is found to have a positive and significant influence on brand image and brand trust. The study also confirms that brand image positively affects brand trust and mediates the relationship between brand communication and brand trust. These findings highlight the strategic importance of developing a strong brand image as a key mechanism linking consumer value perceptions and communication strategies to the enhancement of trust in the Honda brand.