The Influence of Brand Image on Consumer Purchase Intention and Its Impact on Portable Wi-Fi Modem Online Purchase Decision

The Influence Of Brand Image, Viral Marketing, And Product Quality On Purchase Intention

“…The brand image, according to the consumer's self-image, generates a subjective experience referred to as brand-image congruence or self-image congruence (Royo et al, 2022). A brand's image is the perceptionsconsumers have about a brand as reflected by the brandconnections they have in their minds (Jia et al, 2022;Lie et al, 2022). Marketing programs can generate positive brand image by building a strong relationship between a brand and its image in consumers' memories.…”

“…Marketing programs can generate positive brand image by building a strong relationship between a brand and its image in consumers' memories. Brand image can help customers gather information, discriminate against brands, create positive feelings, and create reasons to buy (Lie et al, 2022). Brand image is a product attribute that is linked to the brand name.…”

“…Purchase intention is an important dimension in marketing literature, and has been used by companies as a variable to predict sales of new products or the repeated purchase of existing products (Alberto et al, 2019). Purchase Intention is considered a measurement of the likelihood of consumers buying certain products, where the high interest in buying will have an impact on the possibility of a considerable possibility in the occurrence of online purchasing decisions (Lie et al, 2022). Ada empat dimensi pokok minat pembelian, antara lain: Minat Transaksional, Minat Referensial, Minat Preferensial, Minat Eksploratif (Priansa, 2017)…”

“…The influence of Brand Image on Purchase intention and its impact on online purchasing decisions (Lie et al, 2022;Patel et al, 2022). The brand image helps customers understand the features and functionality and intensifies the purchase intention (Bian et al, 2011;Chand and Fei, 2021).…”