Analysis of Price, Brand Awareness, and Brand Image to The Purchase Intention of Pregnancy Pillow (Case Study of Surya Bedsheet)

Delita Kusuma Gading, Dewi Nusraningrum

Abstract


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.


Full Text:

PDF

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.




DOI: http://dx.doi.org/10.22441/ihasj.2021.v4i3.04

Refbacks

  • There are currently no refbacks.




This journal is indexed by:

      

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

 

View My Stats

 

Office Address

International Class – Universitas Mercu Buana

Jl. Meruya Selatan, Kembangan, Jakarta Barat

Indonesia

[email protected]