This study aims to examine the influence of store price image which is
consisting of price fairness images, price pleasure images, price rewards images, price
value images on overall store price images (OSPI), and repurchase intentions. The study
also examines the role of moderation variables, store image, and price sensitivity on the
relationship between OSPI and repurchase intentions. Several 423 respondents were
recruited using a purposive sampling method. The structured questionnaire was distributed
offline to respondents using paper and pencil test techniques. Data is processed using
variant-based SEM (SmartPLS). The results showed that all antecedent variables of store
price images have a positive effect on OSPI. Furthermore, OSPI effect positively on
repurchase intentions. The study findings show that store image and price sensitivity did
not moderate the relationship between OSPI and