An Analysis of the Impact of Perceived Value, Service Quality, Trust, and Brand Image on Repurchase Intention for Metland Cikarang Residential Properties

Abstract

The property industry faces increasingly intense competition, requiring developers to strengthen customer loyalty and encourage repurchase intention to maintain long-term business sustainability. Metland Cikarang experiences challenges in increasing repeat purchases, as reflected in the low percentage of repeat buyers compared to total transactions. This research aims to examine the impact of perceived value, service quality, trust, and brand image on repurchase intention among Metland Cikarang residential consumers. This research employed a quantitative approach using a survey method with consumers of Metland Cikarang as the research population. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) to examine the relationships among the research variables. The proposed model evaluates the direct effects of perceived value, service quality, and trust on brand image and repurchase intention, as well as the role of brand image in strengthening consumers’ intention to repurchase. The findings are expected to provide empirical evidence regarding the factors that influence consumer decisions in the residential property sector. This research contributes theoretically to consumer behavior and relationship marketing studies, particularly in high-involvement purchase contexts such as property. Practically, the results provide strategic insights for Metland Cikarang management in improving service performance, strengthening consumer trust, enhancing brand image, and developing marketing strategies to increase customer retention and repurchase intention.