Pengaruh Brand Awareness terhadap Minat Beli: Peran Mediasi Persepsi Kualitas pada Produk I-Quit-Ordinary-Smoking (IQOS)
DOI:
https://doi.org/10.51158/171tq790Keywords:
Kesadaran Merek, Persepsi Kualitas, Minat BeliAbstract
Smokers are always looking for other alternatives to replace cigarettes such as using vape and heated tobacco products (IQOS) because they are proven to have low health risks. The purpose of this study was to determine the effect of brand awareness on purchase intention through perceived quality on IQOS. The population of this study are IQOS users in Surabaya. Samples were taken using purposive sampling method. The data analysis method used is PLS (Partial Least Square) with SmartPLS 3 software. The results of this study indicate that: (1) Brand Awareness has a positive and significant influence on purchase intention (2) Brand Awareness has a positive and significant influence on perceived quality (3) Perceived Quality has a positive and significant influence on purchase intention (4) Perceived Quality mediates the relationship between brand awareness and purchase intention.
References
Ali, A., Sherwani, M., Ali, A., Ali, Z., & Sherwani, M. (2021). Investigating the antecedents of halal brand product purchase intention: an empirical investigation. Journal of Islamic Marketing, 12(7), 1339–1362. https://doi.org/10.1108/JIMA-03-2019-0063
Azzari, V., & Pelissari, A. (2020). Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions. Brazilian Business Review, 17(6), 669–685. https://doi.org/10.15728/bbr.2020.17.6.4
Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. The journal of international management studies, 4(1), 135-144.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage
Hanjani, G. A., & Widodo, A. (2019). Consumer Purchase Intention: The Effect of Green Brand and Green Knowledge on Indonesian Nestle Company Minat Beli Konsumen: Dampak Green Brand dan Green Knowledge pada Perusahaan Nestle Indonesia. JURNAL SEKRETARIS & ADMINISTRASI BISNIS, 1, 39–50. http://jurnal.asmtb.ac.id/index.php/jsab
Hudani, A. (2020). Pengaruh faktor budaya, faktor social, dan faktor pribadi terhadap keputusan pembelian. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 99–107. https://doi.org/10.37631/e-bisma.v1i2.195
Hult, G. T. M., Hair Jr, J. F., Proksch, D., Sarstedt, M., Pinkwart, A., & Ringle, C. M. (2018). Addressing endogeneity in international marketing applications of partial least squares structural equation modeling. Journal of International Marketing, 26(3), 1-21
Imaningsih, E. S., & Vega, Y. (2020). Toward Brand Equity: The Effect of Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty in Boutique Bakery Company. Journal of Marketing and Consumer Research. https://doi.org/10.7176/jmcr/67-06
Koech, A. K., Buyle, S., & Macário, R. (2023). Airline brand awareness and perceived quality effect on the attitudes towards frequent-flyer programs and airline brand choice - Moderating effect of frequent-flyer programs. Journal of Air Transport Management, 107, 102342. https://doi.org/10.1016/j.jairtraman.2022.102342
Pranatawijaya, V. H., Widiatry, W., Priskila, R., & Putra, P. B. A. A. (2019). Penerapan Skala Likert dan Skala Dikotomi Pada Kuesioner Online. Jurnal Sains dan Informatika, 5(2), 128–137. https://doi.org/10.34128/jsi.v5i2.185
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2020.1869363
Rizky, D. (2023, Februari 2). Studi CoEHAR: Produk Tembakau Alternatif Terbukti Berisiko Lebih Rendah Daripada Rokok. Retrieved from TrenAsia: https://www.trenasia.com/studi-co-ehar-produk-tembakau-alternatif-terbukti-berisiko-lebih-rendah-daripada-rokok
Sebastianelli, R., Tamimi, N., & Rajan, M. (2008). Perceived Quality of Online Shopping: Does Gender Make a Difference? Journal of Internet Commerce, 7(4), 445–469. doi:10.1080/15332860802507164
Sivaram, Ahmad Munawar, N., & Ali, H. (2019). DETERMINATION OF PURCHASE INTENTION THROUGH BRAND AWARENESS AND PERCEIVED QUALITY (Case Study: For consumers PT. Sentosa Santosa Finance Tangerang area). Dinasti International Journal of Management Sciences, 1(2). https://doi.org/10.31933/DIJMS
Susilowati, E., & Novita Sari, A. (2020). The influence of brand awareness, brand association, and perceived quality toward consumers’ purchase intention: a case of richeese factory, Jakarta. Independent Journal of Management & Production, 11(1), 039. https://doi.org/10.14807/ijmp.v11i1.981
Uguy, J. M., Nelwan, J. E., Sekeon, S. A. S., Kesehatan, F., Universitas, M., Ratulangi, S., Merokok, K., & Tenggara, M. (2019). Kebiasaan Merokok Dan Kejadian Hipertensi Di Wilayah Kerja Puskesmas Molompar Belang Kecamatan Belang Kabupaten Minahasa Tenggara Tahun 2018. Kesmas, 8(1), 44–48.
Vidyanata, D. (2019). Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity. Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management, 12(1), 62. https://doi.org/10.20473/jmtt.v12i1.12812
Wang, J., Tao, J., & Chu, M. (2020). Behind the label: Chinese consumers’ trust in food certification and the effect of perceived quality on purchase intention. Food Control, 108, 106825. https://doi.org/10.1016/j.foodcont.2019.106825
Wijaksono, D., & Ali, H. (2019). Model Repurchase Intentions: Analysis of Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty (Case Study Private Label on Store Alfamidi In Tangerang). Saudi Journal of Humanities and Social Sciences, 4(5), 371–380. https://doi.org/10.21276/sjhss.2019.4.5.10
