Journal of Marketing and Logistics Volume-22019 58INFLUENCE OF BRAND IMAGE ON CONSUMER’S ONLINE PURCHASE INTENTION, THE ROLE OF PERCEIVED RISK AS A MEDIATOR

The researchers in this research have implemented the role of Mediation as Perceived Risk determining therelationship of Brand image and Online purchase intention and the variable have been determined by the close ended questionnaire where the researcher has collected the data through general public with the help of Likert Scale that has the rankings 1-5 Strongly agree to Strongly Disagree where they have assumptions that they tested on the direct relationship with a mediator. The research hasshown that Brand Image and Online Purchase Intention is a direct relationship to determine these they have analyzed the data through suitable methods; AMOS and SPSS are used for the testing which designed the Confirmatory Factor Analysis and Structural Equation Model. The findings determined the positive effectiveness of Brand Image, Perceived Risk and its sub-factors Product Risk, Financial Risk and Time Risk to Online Purchase Intention. This research is based on Consumer buying behavior and Marketing whereasthis can be further examined on other fields and sectors.