Pengaruh Perceived Quality, Brand Image, Brand Trust Terhadap Puchase Intention Produk Milo
Article Sidebar
Main Article Content
Abstract
This study aims to decide the effect of perceived quality, brand image, and brand trust on purchase intention on halal milo milk in Jakarta. I choose Milo because Milo is the lowest in top brand award, losing to it’s rival like Ultra Milk, Bear Brand, etc. The population of this study is the consumers which is domiciled in Jakarta. The sample of this study was gathered using a questionnaire method, which were given to 100 respondents. The analysis of data used in this study is a Partial Least Square assisted by the SmartPLS 3.0 Program. The result of this study are perceived quality, brand image, and brand trust have a positive and significant effect on purchase intention of halal milo milk product in Jakarta.
Tujuan dari penelitian ini adalah untuk menentukan efek dari persepsi kualitas, citra merek, dan kepercayaan merek terhadap intensi pembelian pada pada produk susu halal Milo di Jakarta. Peneliti memilih Milo karena Milo menduduki posisi terendah di top brand award, kalah dengan para pesaing seperti Ultra Milk, Bear Brand, dan lain-lain. Populasi dari penelitian adalah konsumen yang mengkonsumsi susu serta berdomisili di Jakarta Barat. Sampel dikumpulkan menggunakan metode kuesioner, yang mana di berikan kepada 100 responden. Teknik analisis data yang di gunakan dalam penelitian ini adalah Partial Least Square yang di gunakan dalam aplikasi SmartPLS 3.0. Hasil dari penelitian ini adalah persepsi kualitas, citra merek, dan kepercayaan merek memiliki pengaruh terhadap intensi pembelian pada produk susu halal Milo di Jakarta.
Article Details
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>
References
Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2018). Antecedents of consumers’ Halal brand purchase intention: an integrated approach. Management Decision.
Becerra, Enrique P., and Pradeep K. Korgaonkar (2011). "Effects of trust beliefs on consumers' online intentions." European Journal of marketing, 45(6), 936-962.
Fan, Q. (2019). Relationship among China’s country image, corporate image and brand image: A Korean consumer perspective. Journal of Contemporary Marketing Science, 2(1), 34-49.
Ghozali, H.I., & Latan, H. (2015). Partial Least Squares Konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0 untuk penelitian empiris Edisi 2. Semarang: Badan penerbit Universitas Diponegoro Semarang.
Hendri, H. B. Pengaruh Brand Image, Brand Trust, Ewom Terhadap Purchase Intention Pada Produk H&M Pada Masa Pandemi Covid-19. Jurnal Manajerial Dan Kewirausahaan, 3(2), 371-379.
Inka, H., & Orrensalo, T. Brand image as a facilitator of relationship initiation: case studies from business practice. Koporcic, N., Ivanova-Gongne, M., Nyström, A.-G., Törnroos, J.-Å.(eds.) Developing Insights on Branding in the B2B Context: Case Studies from Business Practice, 97-112.
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning. Jiménez, Nadia, and Sonia San Martín. "The mediation of trust in country-of-origin effects across countries." Cross Cultural Management (2014).
Kwon, J. H., Jung, S. H., Choi, H. J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product & Brand Management
Li, Y., Teng, W., Liao, T. T., & Lin, T. M. (2020). Exploration of patriotic brand image: its antecedents and impacts on purchase intentions. Asia Pacific Journal of Marketing and Logistics.
Ruslim, T. S., & Andrew, R. (2012). Pengaruh brand image dan product knowledge terhadap purchase intention (Kasus: kosmetik merk “X”). Jurnal Manajerial dan Kewirausahaan.
Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, R&D. Bandung: Alfabeta
Wang, Y., Wiegerinck, V., Krikke, H., & Zhang, H. (2013). Understanding the purchase intention towards remanufactured product in closed-loop supply chains. International Journal of Physical Distribution & Logistics Management, 43(10), 866-888.
Yaseen, S., & Mazahir, I. (2019). Impact of corporate credibility, brand awareness, brand image and brand loyalty on purchase intention in the telecommunication sector of Karachi. Global Management Journal for Academic & Corporate Studies, 9(1), 86-99.
Yusof, Y. L. M., Jusoh, W. J. W., & Maulan, S. (2020). Perceived quality association as determinant to re-patronise Shariah-compliant brand restaurants. Journal of Islamic Marketing, 12(2), 302-315.