Open AccessInfluence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention
Author(s) -
Wawan Prasetia,
Anas Hidayat
Publication year - 2021
Publication title -
archives of business research
Language(s) - English
Resource type - Journals
ISSN - 2054-7404
DOI - 10.14738/abr.912.11374
Subject(s) - brand awareness , brand loyalty , structural equation modeling , advertising , brand management , business , quality (philosophy) , brand equity , marketing , association (psychology) , psychology , loyalty , mathematics , philosophy , statistics , epistemology , psychotherapist
This research aims to analyze the effect of brand awareness, brand association, perceived quality, and brand loyalty on purchase intention, and the approach of the theory of planned behavior. Respondents in this research were consumers and potential consumers who had purchased cement. This research used quantitative approach by distributing questionnaires to 200 respondents. Data were analyzed using the Structural Equation Method (SEM) with Partial Least Square.
The findings of this research showed that perceived quality had no impact on purchase intention, meanwhile brand awareness, brand association, and brand loyalty had positive effect on purchase intention. In addition, brand awareness, brand association, and perceived quality had positive influence on brand loyalty.