Articlediamond2021

Determinan Purchase Intention: Perspektif Pelanggan Minimarket

Hendika Rizkianti · Kurniawati Kurniawati

9 citations0/0 files storedJournal of Management and Business Review

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

The purpose of this research is to analyze the effect of brand awareness, perceived quality, brand association, and brand loyalty which affect the purchase intention of consumers at Alfamart minimarkets, Indomaret, Lawson in Jakarta. Distributing questionnaires to 200 respondents. In this study, sampling using non-probability sampling, in this study using purposive sampling. The data analysis method uses structural equation modeling (SEM) and AMOS22 software. The results show that the variable brand awareness, perceived quality, has a positive effect on purchase intention is not supported. Then brand association, brand loyalty also has a significant positive effect on the purchase intention of Alfamart, Indomaret, Lawson minimarkets in Jakarta. As for suggestions for the management of Alfamart minimarkets, Indomaret, Lawson in Jakarta in increasing brand awareness, perceived quality, companies that can influence consumer purchase intention at Alfamart minimarkets, Indomaret, Lawson in Jakarta.

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2015Young consumers’ insights on brand equity 2016The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty 2018Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness 2017Applying consumer-based brand equity in luxury hotel branding 2020Brand trust and brand loyalty in mall shoppers 2016A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands 2019The impact of source credible online reviews on purchase intention 2016Creation of consumer loyalty and trust in the retailer through store brands: The moderating effect of choice of store brand name

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