The Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention

Authors

  • Wawan Prasetia Universitas Islam Indonesia
  • anas Hidayat Universitas Islam Indonesia

DOI:

https://doi.org/10.14738/abr.912.11374

Keywords:

Purchase Intention, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty.

Abstract

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.

Author Biography

Wawan Prasetia, Universitas Islam Indonesia

Magister of Management, Department of Management, Faculty of Business and Economics

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Published

2021-12-19

How to Cite

Prasetia, W. ., & Hidayat, anas. (2021). The Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention. Archives of Business Research, 9(12), 132–144. https://doi.org/10.14738/abr.912.11374

Issue

Vol. 9 No. 12 (2021): Archives of Business Research

Section

Articles

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Copyright (c) 2021 Wawan Prasetia, anas Hidayat

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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