Open AccessWhen Brand Image, Perceived Price, and Perceived Quality Interplay in Predicting Purchase Intention: Developing a Rhombus Model
Author(s) -
Usep Suhud,
Mamoon Allan,
Sri Rahayu,
Dorojatun Prihandono
Publication year - 2022
Publication title -
academic journal of interdisciplinary studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.148
H-Index - 5
eISSN - 2281-3993
pISSN - 2281-4612
DOI - 10.36941/ajis-2022-0021
Subject(s) - structural equation modeling , confirmatory factor analysis , rhombus , psychology , brand image , statistics , quality (philosophy) , advertising , econometrics , test (biology) , social psychology , mathematics , business , geometry , epistemology , biology , paleontology , philosophy
Rhombus model is a theoretical framework to measure consumers’ particular behaviour. It consists of three predictor variables that can swap places. This study employs a brand image, perceived price, and perceived quality as predictor variables, and purchase intention as a predicted variable. The study cohort was the consumers of mobile phones with a water proof feature and they were chosen using a convenient sampling technique. In total, 238 participants completed a survey. Data were analysed using exploratory and confirmatory factor analyses to validate data and structural equation model to test hypotheses. We calculated three models with variables that exchange positions. This study provides a new option for presenting data.
Received: 4 September 2021 / Accepted: 7 November 2021 / Published: 3 January 2022