Analysis of Price, Brand Awareness, and Brand Image to The Purchase Intention of Pregnancy Pillow (Case Study of Surya Bedsheet)
DOI:
https://doi.org/10.22441/ihasj.2021.v4i3.04Abstract
This study was conducted to determine analysis of price, brand awareness, and brand image to the purchase intention of pregnancy pillow (case study of Surya Bedsheet). The object of the research is the mothers and pregnancy women in Indonesia. The data was obtained by using a questionnaire distributed online to 115 respondents. The data was examined with Partial Least Square (PLS) by testing the outer and inner model with a significance level of 0.05 (5%=1.96). The results indicated that price (t-stats=1.134) positive but has no significant influence toward purchase intention, brand awareness (t-stats=2.239), and brand image (t-stats=4.709) are positive and have influences on purchase intention. The highest impact is from brand (t-stats=4.709). It shows that product innovation for pregnancy pillow is an essential consideration for consumers to buy pregnancy pillow. In overview, Surya Bedsheet is a small medium enterprise engaged in the production of baby and mother products that continually upgrade their product and customer service for better serve the customers.
Keywords: Price; Brand Awareness; Brand Image; Purchase Intention.
Downloads
References
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851–858.
Budisusilo, A. (2011, April). Kewirausahaan Industri Kreatif. Bisnis Indonesia, 11.
Fianto., A., Yanu, A., Hadiwidjojo., Aisjah., D., & Solimun, S. (2014). The Influence of Brand Image on Purchase Behaviour Through Brand Trust. Business Management and Strategy, 5(2), 58–76.
Ghozali, I. (2015). Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 untuk Penelitian Empiris (Second Edi). Universitas Diponegoro.
Harisno, H., & Herby, D. (2018). The Analysis of Factors Affecting the Buying Interest of E-Commerce Customers. CommIT (Communication and Information Technology) Journal, 12(1), 13–18.
Hübner, A., Holzapfel, A., & Kuhn, H. (2016). Distribution systems in omni-channel retailing. In Business Research (Vol. 9, Issue 2). Springerlink.com.
Kamil, A. (2015). Industri Kreatif Indonesia: Pendekatan Analisis Kinerja Industri. Media Trend, 10(2), 207–225.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. (Fourth Edi). Pearson Education.
Kotler, P., & Keller, K. L. (2009). Marketing Management 13th Edition. Prentice Hall International, Inc.
Nusraningrum, D. (2018). Implementation of the Strategy of Entrepreneurial Production of Local Products. Iccd, 1(1), 427–431.
Pertiwi, E., Guihua, N., & Pingfeng, L. (2016). The Influence of Omni-
Channel Retailing on Indonesian SMEs Online and Offline Business Operations. Proceedings of the 13th International Conference on Innovation & Management, 746–752.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business : A Skill-Building Approach. In John Wiley & Sons Ltd. (Seventh Ed). John
Wiley & Sons Ltd.
Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention : Mediating role of brand image. Pakistan Administrative Review, 1(1), 84–102.
Tenenhaus, M., Amato, S., & Vinzi, V. E. (2004). A global Goodness – of – Fit index for PLS structural.
Wijaya, & Sugiharto. (2015). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Dengan Brand Image Sebagai Variabel Intervening (Studi Kasus Iklan Produk Perawatan Kecantikan Pond’S).
Jurnal Manajemen Pemasaran, 9(1), 16–22.
Downloads
Additional Files
Published
How to Cite
Issue
Section
License
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
