How Does Brand Awareness Affect Purchase Intention in Mediation by Perceived Quality and Brand Loyalty?

Abstract

The study is to investigate the impact of brand awareness on purchase intention which mediated by the perceived quality and brand loyalty. The study was conducted in Samarinda City fast-food restaurant. This research collected and processed 80 respondents by using a questionnaire method. The questionnaires itself were using a Likert scale which was used to measure 16 indicators based on the PLS analysis method. The result found that brand awareness affects and has a significant effect on purchase intention and brand loyalty. Brand loyalty has a positive and significant effect on purchase intention. Brand awareness has a positive and significant effect on perceived quality. Perceived quality has a positive and significant effect on brand loyalty and purchase intention. Brand loyalty can mediate the perceived quality of purchase intention while perceived quality can mediate brand awareness of purchase intention.

Pengaruh Brand Image, Brand Awareness, dan Brand Trust terhadap Purchase Intention pada Produk Kecantikan Ramah Lingkungan

“…Brand Awareness Malik et al (2013) mendefinisikan brand awareness sebagai probabilitas bahwa konsumen mengetahui tentang ketersediaan dan aksesibilitas produk dan layanan perusahaan. Kemudian, Noorlitaria et al (2020) menjabarkan brand awareness sebagai kondisi dimana konsumen dapat mengenali merek dengan benar jika telah melihat atau mendengarnya. Selain itu, kesadaran merek dapat dibedakan dari kedalaman dan keluasan.…”

Brand Equity and Strategies to Win Business Competition

“…Factors that affect brand equity include brand awareness, perception of quality, brand associations and brand loyalty [9]. Consumers tend to buy a well-known brand because by buying a well-known brand, they feel safe, avoid various risks of use with the assumption that a known brand is more reliable [10]. Although consumers know and are willing to buy the product, brand awareness is an important factor to influence brand equity.…”

Pengaruh Video Advertising Dan Sosial Media Konten Melalui Brand Awareness Terhadap Minat Beli Pada Aplikasi Gofood Di Kota Makassar

“…Tentunya dalam proses pencarian informasi, konsumen perlu peka terhadap berbagai informasi terkait merek yang akan dibeli di lingkungan sekitarnya. Kepekaan konsumen terhadap merek yang akan digunakan erat kaitannya dengan brand awareness, hal ini seperti yang diungkap oleh para peneliti seperti (Chi, 2009); (Gusti Noorlitaria, Pangestu, Fitriansyah, Surapati, & Mahsyar, 2020); (Akhtar, Ashraf, & Latif, 2016); (Shahid, Hussain, & Zafar, 2017)…”