THE EFFECT OF PROMOTIONAL COMMUNICATION MIX, PERCEIVED VALUES, AND BRAND IMAGE ON REPURCHASE INTENTION

Abstract

The concept of promotion by Penta Helix collaboration communication approach is needed by companies to synergize with stakeholders in facing challenges during the COVID-19 pandemic. The research was conducted on consumers in DKI Jakarta from PT Birdi Indonesia as the golf market leader brands in Indonesia. This study using the theory of Elaboration Likelihood with SEM analysis and purposive sampling methods as many as 255 people. Testing with P value there are 3 signifcant positive results and the hypothesis is accepted (P value 0.05) on the relationship between promotional communication mix on brand image, perceived value on brand image, and brand image on repurchase intention. Meanwhile, there are 2 positive results that are not signifcant and rejected (P value > 0.05) on the relationship variable of the promotional communication mix on repurchase intention and perceived value on repurchase intention. The company communicates with the Penta Helix collaboration, namely: Academics, Business Sector, Communities, Government, Media. Persuasion communication activities on cognitive processes that contain the values of brand messages that are communicated until fully received to infuence decisions in repurchasing. The results showed that consumers prefer functional value or a central route that involves message elaboration and is based on quality