The influence of brand awareness, brand association, and perceived quality toward consumers' purchase intention: a case of richeese factory, Jakarta

Abstract

This study investigates the relationship between brand awareness, brand association, perceived quality, brand loyalty and brand purchasing intention. A total of 99 students from Budi Luhur University was used as respondents in this study based on the convenience sampling method. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) and SmartPLS 3.0 software. The analysis specifies that there is a significant positive relationship among brand awareness, brand association and perceived quality towards brand loyalty and brand purchasing intention. However, there is not a significant relationship between brand loyalty and brand purchasing intention. It indicates that consumers who are satisfied with Richeese Factory products and services do not always end up making purchases. The ability of managers to understand the factors which shape consumer brand behavior is required to develop and to maintain their brand position in high competitive fast food brand competition.

Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention

“…The positive impact of influencer credibility on customer brand awareness is consistent with the results of research by other authors. Similar results were obtained in studies conducted among internet users of various nationalities and ages: Chinese internet users and influencer followers (Tan et al 2021), young users of social media in Turkey (Bilgin 2020), millennials in Lebanon , students in Indonesia (Susilowati and Sari 2020), Thai online customers (Kosakarika 2020), Australian social media users (Arli 2017) and followers of one Indonesian influencer (Kosim and Pasaribu 2021). The only results that differ from others are in the study from Febriyantoro (2020), conducted on millennials in Indonesia, which did not find association with purchase intention.…”

“…Many prior studies show that brand awareness is a significant precedent of internet (Tan et al 2021) and social media (Bilgin 2020; Dabbous and Barakat 2020) users' purchase intention. Significant positive relationship was found between brand awareness, brand association and perceived quality and brand loyalty and brand purchasing intention (Susilowati and Sari 2020). Research has proved that brand awareness affects the purchase intention of Thai online customers (Kosakarika 2020), Australian social media users (Arli 2017) and followers of one Indonesian influencer (Kosim and Pasaribu 2021).…”

Factors Affecting Brand Loyalty on Imported Instant Noodles Products Mediated by Brand Trust

“…If this association is owned by customers positively with a brand, then brand loyalty and vice versa will be shown from this (Chinomona & Maziriri, 2017). Brand association is every aspect of a brand that is always remembered by consumers such as nonphysical characteristics of the product, reputation, product innovation, and market position (Susilowati & Sari, 2020). Brand associations are related to products that are in memory.…”

“…Brand loyalty in running the company is an important strategy to face intense business competition, so that brand loyalty will be focused on purchasing products (Susilowati & Sari, 2020). (Marliawati & Cahyaningdyah, 2020) mention that it is very important for companies in this competitive competition to build and maintain brand loyalty.…”

“…Every aspect of the brand that is always remembered by consumers such as non-physical characteristics of the product, reputation, product innovation, and market position is contained in the brand association (Susilowati & Sari, 2020). If there are many relationships between these associations, it can create strong brand awareness of a brand product because brand awareness can be categorized in two aspects, including introduced brands and brand memory (Alkhawaldeh & Eneizan, 2018), each product brand certainly has its own characteristics.…”