Brand Intention, Brand Reliability, and Price on Repurchase Intention of Luxury Products in E-Commerce

The development of social media globally, especially in Indonesia is very rapid and is now used by many business owners to market products, one of which is through e-commerce. One of the businesses that is currently growing rapidly and in demand by the community is the sale of luxury products through e-commerce. The business strategy in utilizing e-commerce is to increase brand intention and brand reliability for customers who are part of the brand trust and control price that are also considered attractive to customers in the hope of the emergence of repurchase intention from customers to products offered by the business. This study was conducted to observe the effect of brand intention, brand reliability, and price on repurchase intention. Based on random sampling, 152 responses were obtained which were then analyzed by the PLS-SEM method. The results of this study indicate that brand intention and brand reliability have a positive effect on repurchase intention, while price is proven to have no influence on repurchase intention to luxury products on e-commerce.