The Impact of Brand Image and Brand Conscious on Perceived Price and Purchase Intention

2021 ◽  
Vol 9 (2) ◽  
pp. 389-405
Author(s):  
Sinan Çavuşoğlu ◽  
Bülent Demirağ ◽  
Yakup Durmaz ◽  
Gül Çıkmaz
Keyword(s):  
Purchase Intention ◽  
Sampling Method ◽  
Positive Relationship ◽  
Brand Image ◽  
The Other ◽  
Validity And Reliability ◽  
Perceived Price ◽  
Convenience Sampling ◽  
The Impact

In this research, the effect of brand image and brand conscious on perceived price and purchase intention are examined. The role of perceived price on purchase intention is also investigated. The sample of the research is the customers using a mobile phone in Turkey. In this study, the convenience sampling method was used which is the non-probability sampling method. According to the convenience sampling method, 450 customers were reached and 409 questionnaires were found suitable for data analysis. The collected data was analyzed with SPSS and AMOS programs and the validity and reliability of the scales were tested. According to the results of the research, there was a positive relationship between brand image and perceived price and purchase intention. On the other hand, brand-conscious did not affect the perceived price and purchase intention. It was also found that there was a positive relationship between perceived price and purchase intention.

scholarly journals Pengaruh Brand Image, Trust, Perceived Price, dan eWOM terhadap Purchase Intention Smartphone di Jakarta

2021 ◽  
Vol 5 (5) ◽  
pp. 512
Author(s):  
Deddy Saputra
Keyword(s):  
Purchase Intention ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Probability Sampling ◽  
Perceived Price ◽  
Convenience Sampling ◽  
Data Collection Technique

The purpose of this research is to examine the influence of brand image, trust, perceived price and eWOM (electronic word of mouth) towards purchase intention smartphone on Jakarta. The populations are all smartphone user in Jakarta. The samples data number is collected from 220 respondents who lived in Jakarta, and aged between 21-30 years old who has chosen the smartphone.the data collection technique was carried out by distributing the questionnaires online using Google Form through social media (Whatsapp, Line, Instagram and Facebook). This research uses the non-probability sampling method with conveniece sampling technique. Multiple regression analysis is used to analyze research data by using SPSS Version 22 software. The result of this study has showed that brand image, trust, perceived price and eWOM have positive and significant effect on purchase intention smartphone in Jakarta. Tujuan dari penelitian ini adalah untuk menguji pengaruh brand image, trust, perceived price and eWOM (electronic word of mouth) terhadap purchase intention smartphone di Jakarta. Populasinya adalah seluruh pengguna smartphone di Jakarta. Jumlah sampel data dikumpulkan dari 220 responden yang berdomisili di Jakarta, berusia antara 21-30 tahun yang telah memilih smartphone. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner secara online menggunakan Google Form melalui media sosial (Whatsapp, Line, Instagram dan Facebook). Penelitian ini menggunakan metode non probability sampling dengan teknik convenience sampling. Analisis regresi berganda digunakan untuk menganalisis data penelitian dengan menggunakan software SPSS versi 22. Hasil penelitian ini menunjukkan bahwa brand image, trust, perceived price dan eWOM berpengaruh positif dan signifikan terhadap purchase intentio smartphone di Jakarta.

scholarly journals Pengaruh Citra Merek terhadap Niat Beli Konsumen (Studi pada Toyota Agya)

2020 ◽  
Vol 2 (3) ◽  
pp. 603
Author(s):  
Jeremi Francis Setiadi ◽  
Tommy Setiawan Ruslim
Keyword(s):  
Purchase Intention ◽  
Sampling Method ◽  
Brand Image ◽  
Perceived Quality ◽  
Purchase Intentions ◽  
Perceived Price ◽  
Convenience Sampling

The purpose of this study is to determine whether 1) brand image significantly influences the consumer price of Toyota Agya cars. 2) brand image significantly influences the perceived quality of consumers of Toyota Agya cars. 3) perceived price significantly influences the purchase intention of Toyota Agya car consumers. 4) perceived quality significantly influences the purchase intention of Toyota Agya car consumers. 5) brand image significantly influences the purchase intention of Toyota Agya car consumers mediated by perceived price. 6) brand image significantly influences the purchase intention of Toyota Agya car consumers mediated by perceived quality. Sample was selected by convenience sampling method with a total of 100 samples. And the results of this study indicate that the brand image has a positive and significant effect on the perceived price and perceived quality of Toyota Agya car consumers, the perceived price has a positive but not significant effect on the purchase intention of Toyota Agya car consumers, perceived quality has a positive and significant effect on the purchase intention of Toyota car consumers Agya, brand image has a positive but not significant effect on consumer purchase intentions mediated by perceived prices, and brand image has a positive and significant effect on consumer purchase intentions mediated by perceived qualityTujuan dari penelitian ini adalah untuk mengetahui apakah 1) Brand image berpengaruh secara signifikan terhadap perceived price konsumen mobil Toyota Agya. 2) Brand image berpengaruh secara signifikan terhadap perceived quality konsumen mobil Toyota Agya. 3) Perceived price berpengaruh secara signifikan terhadap purchase intention konsumen mobil Toyota Agya. 4) Perceived quality berpengaruh secara signifikan terhadap purchase intention konsumen mobil Toyota Agya. 5) Brand image berpengaruh secara signifikan terhadap purchase intention konsumen mobil Toyota Agya yang dimediasi oleh perceived price. 6) Brand image berpengaruh secara signifikan terhadap purchase intention konsumen mobil Toyota Agya yang dimediasi oleh perceived quality. Sampel dipilih dengan metode convenience sampling dengan jumlah sebanyak 100 sampel. Dan hasil penelitian ini menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap perceived price dan perceived quality konsumen mobil Toyota Agya, perceived price berpengaruh positif tetapi tidak signifikan terhadap purchase intention konsumen mobil Toyota Agya, perceived quality berpengaruh positif dan signifikan terhadap purchase intention konsumen mobil Toyota Agya, brand image berpengaruh positif tetapi tidak signifikan terhadap purchase intention konsumen yang dimediasi oleh perceived price, dan brand image berpengaruh positif dan signifikan terhadap purchase intention konsumen yang dimediasi oleh perceived quality

scholarly journals Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Generasi Y Dan Z Pada Produk Makanan Ketucky Fried Chicken

2021 ◽  
Vol 3 (1) ◽  
pp. 204
Author(s):  
Selvi Selvi ◽  
Carunia Mulya Firdausy
Keyword(s):  
Social Media ◽  
Generation Y ◽  
Purchase Intention ◽  
Sampling Method ◽  
Positive Relationship ◽  
Brand Image ◽  
Data Retrieval ◽  
Brand Value ◽  
Media Usage ◽  
Convenience Sampling

The brand value of KFC occupy number three in the world and number two in Indonesia. It means that KFC is quite popular among Indonesian people. This research aims to test whether brand image variable, E-WOM, and social media usage of Instagram have a positive relationship towards purchase intention in generation Y and Z on KFC food products at Citra Garden 6, West Jakarta. This study used 100 samples with a convenience sampling method. Data retrieval techniques are performed using questionnaires and analyzed using PLS-SEM. The results showed indicate brand image variable and social media usage had a positive relationship with purchase intention, whereas E-WOM variable had no positive relationship towards purchase intention.Nilai merek KFC menempati posisi nomor tiga di dunia dan nomor dua di Indonesia. Hal ini berarti bahwa KFC cukup popular di kalangan masyarakat Indonesia. Penelitian ini bertujuan untuk menguji apakah variabel citra merek, E-WOM, dan penggunaan media sosial Instagram memiliki hubungan positif terhadap minat beli konsumen generasi Y dan Z pada produk makanan KFC di Citra Garden 6, Jakarta Barat. Penelitian ini menggunakan 100 sampel dengan metode convenience sampling. Teknik pengambilan data dilakukan dengan menggunakan kuesioner dan dianalisis menggunakan PLS-SEM. Hasil penelitian ini menunjukkan bahwa variabel citra merek dan penggunaan media sosial memiliki hubungan positif dengan minat beli, sedangkan variabel E-WOM tidak memiliki hubungan positif terhadap minat beli.

Consumer purchase intention of a cosmetic product after the Fukushima nuclear incident

2018 ◽  
Vol 46 (4) ◽  
pp. 551-561 ◽  
Author(s):  
Jae Hoon Hyun ◽  
Suk Bong Choi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Factors Affecting ◽  
The Public ◽  
Cosmetic Product ◽  
Consumer Purchase Intention ◽  
The Impact

We examined the factors affecting consumer purchase intention of a cosmetic product after the Fukushima nuclear incident and the role of distinctiveness in postcrisis recovery. Through a 2-group experiment and structural equation modeling, we found that the incident did not affect the firm's reputation and brand image but it was perceived as a significant threat to health and product safety that consequently negatively affected purchasing intentions. Findings also showed that high distinctiveness is a valid factor in diminishing the impact of crisis. In particular, a firm's reputation and indirect effects on revenue are least affected by, or even positively related to distinctiveness. We have included discussion of the critical implications for firms around the importance of maintaining desirable relationships with the public as preparation for a crisis and for rapid postcrisis recovery.

The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit

2017 ◽  
Vol 21 (4) ◽  
pp. 367-374 ◽  
Author(s):  
Tijo Thomas ◽  
Johney Johnson
Keyword(s):  
Path Analysis ◽  
Significant Influence ◽  
Purchase Intention ◽  
Sampling Method ◽  
Advertising Effectiveness ◽  
Effectiveness Research ◽  
Mediating Role ◽  
Area Sampling ◽  
The Impact

The studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of the advertisement. This study evaluates the effect of celebrity expertise on advertising effectiveness. Research participants ( N = 109) were selected based on area sampling method. The respondents completed a questionnaire that measured the respondent’s perception of celebrity’s expertise, celebrity brand fit, attitude towards advertisement, attitude towards brand and purchase intention. Path analysis was used to evaluate the hypothesis. The study found that celebrity expertise has got a very significant influence on purchase intention indicating that the practitioner should focus on celebrity’s field of expertise before deciding on the endorsement. The study also found that influence of celebrity brand fit on purchase intention is mediated by the attitude towards advertisement and attitude towards the brand.

scholarly journals Analisis Pengaruh Harga, Citra Merek, dan Kredibilitas Perusahaan terhadap Niat Membeli Konsumen pada Produk Kawasaki di Kota Yogyakarta

2018 ◽  
Vol 1 (2) ◽  
pp. 209-220
Author(s):  
Pamuji Hari Santoso
Keyword(s):  
Data Collection ◽  
Multiple Regression ◽  
Purchase Intention ◽  
Brand Image ◽  
Purchase Intentions ◽  
Analytical Tool ◽  
Validity And Reliability ◽  
Corporate Credibility ◽  
Convenience Sampling ◽  
Yogyakarta City

The low sales of Kawasaki motorcycles in comparison with its competitors leads to further analysis of the factors that influence it. This study aims to determine the effect of price, brand image, and the credibility of the company to purchase intentions. The population in this study is the entire population or people who live in the region of Yogyakarta. Convenience sampling is the researchers choice in sampling. For data collection, the authors disseminate 250 questionnaires to the respondents, but only 217 data is feasible to use. The analytical tool used is the test of validity and reliability, multiple regression, classical assumptions and double determination. The results show that there is influence of price, brand image and credibility of the company towards consumers purchase intention on Kawasaki products in Yogyakarta city. Keywords: Price, Brand Image, Corporate Credibility, and Intention to Buy

scholarly journals The Effect of Country‐of‐Origin Image on Purchase Intention. The Mediating Role of Perceived Quality and Perceived Price

2020 ◽  
Vol 5 (6) ◽  
Author(s):  
Amina Merabet
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Mediating Role ◽  
Perceived Price ◽  
Country Of Origin Image ◽  
The Impact ◽  
The Relationship

This study aims to evaluate the impact of Country-of-origin image on purchase intention through two mediating variables (perceived quality and perceived price). After a short literature review, an empirical study was conducted among 120 participants. Results indicate that the country-of-origin Image has a positive impact on perceived quality and perceived price. They also highlight the mediating role of perceived price in the relationship between Country‐of‐origin image and purchase intention.

scholarly journals Prediksi Brand Equity Dan Perceived Value Terhadap Purchase Intention

2020 ◽  
Vol 2 (3) ◽  
pp. 783
Author(s):  
Richard Tan ◽  
Herlina Budiono
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Sampling Method ◽  
Brand Image ◽  
Perceived Value ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Convenience Sampling

The purpose of this research is to examine whether 1) brand image can predict purchase intention of consumers Aice in West Jakarta.2) brand awareness can predict purchase intention of consumers Aice in West Jakarta.3) perceived quality can predict purchase intention of consumers Aice in West Jakarta.4) perceived value can predict purchase intention of consumers Aice in West Jakarta. Sample was selected using convenience sampling method amounted to 150 respondents at West Jakarta. The result of this study show that brand image has significant effect to predict purchase intention, brand awareness and perceived value have significant effect to predict purchase intention, and perceived quality has no significant effect to predict purchase intention.  Tujuan dari penelitian ini adalah untuk menguji apakah 1) citra merek dapat memprediksi niat pembelian es krim Aice di Jakarta Barat. 2) kesadaran merek dapat memprediksi niat pembelian es krim Aice di Jakarta Barat. 3) persepsi kualitas dapat memprediksi niat pembelian es krim Aice di Jakarta Barat. 4) persepsi nilai dapat memprediksi niat pembelian es krim Aice di Jakarta Barat. Sampel dipilih menggunakan metode convenience sampling berjumlah 150 responden di Jakarta Barat. Hasil penelitian ini menunjukkan bahwa citra merek memiliki pengaruh signifikan untuk memprediksi niat pembelian, kesadaran merek dan persepsi nilai memiliki pengaruh signifikan untuk memprediksi niat pembelian, dan persepsi kualitas terbukti tidak mampu memprediksi niat pembelian.

scholarly journals Effect of tax penalties, tax audit, and taxpayers awareness on corporate taxpayers’ compliance moderated by compliance intentions

2020 ◽  
Vol 9 (2) ◽  
pp. 118-124
Author(s):  
Nida Putri Rahmayanti ◽  
Sutrisno Sutrisno T. ◽  
Yeney Widya Prihatiningtias
Keyword(s):  
Regression Analysis ◽  
Linear Regression ◽  
Sampling Method ◽  
External Factors ◽  
Internal Factors ◽  
Tax Audit ◽  
State Income ◽  
Convenience Sampling ◽  
The Impact

This study aims to empirically examine the impact of tax penalties, tax audits, and taxpayers’ awareness of corporate taxpayer compliance and the role of compliant intentions as the moderating variable in its correlation. The analytical method used is the Multiple Linear Regression (Multiple Regression Analysis) and the Moderated Regression Analysis (MRA). The population of this study is the corporate taxpayers in North Banjarmasin Tax Office in 2019 with a sample of 142 corporate rate taxpayers. The sampling method used is convenience sampling. The results show that tax penalties, tax audits, and taxpayers’ awareness positively affect corporate taxpayer compliance. However, the compliant intention is unable to moderate the effect of fines, tax audits, and taxpayers’ awareness toward corporate taxpayer compliance. This is due to the applied penalties and tax audits following the taxation laws and the corporate taxpayer’s awareness of the importance of taxation as the source of state income. The purposes of this research are to provide inputs and references for the tax authorities and taxpayers, to examine further about tax penalties and tax audits that have been implemented, and to raise awareness among taxpayers for complying with taxes. Then, this research is influenced by external factors and internal factors, namely penalty sanctions, tax audits, and awareness of taxpayers who make taxpayers compliant with taxes, so that the presence or absence of intentions will continue to make taxpayers obedient to taxes.

scholarly journals Impact of Brand Equity on Consumer Brand Preference and Brand Purchase Intention

2019 ◽  
Vol 15 (1) ◽  
pp. 138-148
Author(s):  
Muhammad Adnan Bashir ◽  
Keyword(s):  
Conceptual Framework ◽  
Sample Size ◽  
Product Differentiation ◽  
Brand Equity ◽  
Preliminary Analysis ◽  
Purchase Intention ◽  
The Other ◽  
Brand Preference ◽  
Convenience Sampling ◽  
The Impact

Product  differentiation  has  become  a  difficult  task  for  the  marketers  because  of  the  increasing number of brands in the market. It is also noted that, the product differentiation which gets it basis from the brand i.e. brand equity, turns out to be more effective than others. This is the reason why the marketers are emphasizing more on strengthening the brand equity of a brand. A conceptual framework was constructed to measure the impact brand equity has from all the other components under  brand  equity.  Furthermore,  consumer  brand  preference  and  consumer’s  brand  purchase  intention were also studied along with the effects of brand equity on them. The sample size was chosen 385 and it was quite responsive; only 5% of them did not respond. The prior studies were used in developing the constructs by making sure their applicability and validity in recent times. Likert scale was used in the questionnaire to get the answers from respondents. The data was collected on the basis of convenience sampling. Model was analyzed completely after conducting the preliminary analysis. Then hypotheses were analyzed on basis of regression which ruled out only one out of seven. 

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