Faktor-faktor yang memengaruhi purchase intention produk bone conduction headset “Brand Shokz” di Jakarta
Article Sidebar
Read Counter : 30
Download : 10
Main Article Content
Abstract
This study aims to examine the influence of brand image, brand awareness, and perceived quality on purchase intentions of the bone conduction headset product “Shokz Brand” in Jakarta. The underlying theory applied was based on the Stimulus, Organism, and Response (SOR) Theory. The sampling method applied in this study was non-probability sampling with a purposive sampling technique. The respondent consisted of 235 buyers of bone conduction headset Shokz Brand in Jakarta. Methods to analyse data was by applying PLS-SEM. The result indicates that brand image does not have a significant effect on purchase intention. Furthermore, brand awareness and perceived quality significantly influence purchase intentions. A coefficient of determination value of R² = 0.755 indicates that 75.5% of the variance in purchase intention can be explained by the model. Therefore, PT XYZ as the official distributor of Shokz Brand needs to improve brand awareness and perceived quality to stimulate the consumers to have intention to purchase its product.
Penelitian ini bertujuan untuk menguji pengaruh brand image, brand awareness, dan perceived quality terhadap purchase intention produk bone conduction headset “Brand Shokz” di Jakarta. Teori dasar yang diterapkan didasarkan pada Teori Stimulus, Organisme, dan Respon (SOR). Metode pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling. Responden terdiri dari 235 pembeli produk bone conduction headset Brand Shokz di Jakarta. Metode analisis data menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa brand image tidak berpengaruh signifikan terhadap purchase intention. Selanjutnya, brand awareness dan perceived quality berpengaruh signifikan terhadap purchase intention. Nilai koefisien determinasi sebesar R² = 0,755 mengindikasikan bahwa model dapat menjelaskan 75,5% variabel purchase intention. Oleh karena itu, PT XYZ sebagai distributor resmi Brand Shokz perlu meningkatkan brand awareness dan perceived quality untuk merangsang konsumen agar memiliki niat membeli produknya.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Manajemen Bisnis dan Kewirausahaan Creative Commons Attribution-ShareAlike 4.0 International License.
References
Aaker, D. A. (1991). Managing brand equity. New York: Free Press.
Assael, H. (2001). Consumer behavior and marketing action sixth edition. New York: Thompson-Learning.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 2, 295-336.
Durianto, D., Sugiarto, & Sitinjak, T. (2017). Strategi menaklukan pasar melalui riset ekuitas dan perilaku merek. Jakarta: Gramedia Pustaka Utama.
Garg, P., & Joshi, R. (2018). Purchase intention of “Halal” brands in India: the mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683-694. https://doi.org/10.1108/JIMA-11-2017-0125
Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339-364. https://doi.org/10.1108/JRME-07-2020-0097
Hair, J., Risher, J., Sarstedt, M., & Ringle, C. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hakim, L. L., & Keni, K. (2020). Pengaruh brand awareness, brand image dan customer perceived value terhadap purchase intention. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(3), 81–86. https://doi.org/10.24912/jmbk.v4i3.7921
Ismunarbowo, D. W., & Firdausy, C. M. (2024). Pengaruh e-wom dan perceived quality terhadap purchase intention Rokok Elektrik dengan brand image sebagai variabel mediasi di Jakarta Barat. Jurnal Manajerial dan Kewirausahaan, 6(2), 300-308. https://doi.org/10.24912/jmk.v6i2.29833
Jin, B., & Yong, G. S. (2005). Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context. Journal of Consumer Marketing, 22(2), 62-71. https://doi.org/10.1108/07363760510589226
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity. Global Edition: Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management fifteenth edition. Harlow: Pearson Education Limited.
Kotler, P., Keller, K. L., Manceau, D., & Hemonnet, A. (2019). Marketing management. Paris: Nouveaux Horizons.
Kurniawan., & Andesta, D. (2023). Analisis simulasi sistem antrian pemesanan makanan pada Warung Apung Rahmawati Gresik. JUSTI (Jurnal Sistem dan Teknik Industri), 3(3), 368-376. https://doi.org/10.30587/justicb.v3i3.5542
Lee, H. M., & Chen, T. (2014). Perceived quality as a key antecedent in continuance intention on mobile commerce. International Journal of Electronic Commerce Studies, 5(2), 123-142. https://doi.org/10.7903/ijecs.1150
Lee, J. E., Goh, M. L., & Noor, M. N. B. M. (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3), 161–178. https://doi.org/10.1108/PRR-11-2018-0031
Ling, S., Zheng, C., & Cho, D. (2023). How brand knowledge affects purchase intentions in fresh food e-commerce platforms: the serial mediation effect of perceived value and brand trust. Behavioral Sciences, 13(8), 672-692. https://doi.org/10.3390/bs13080672
Madahi, A., & Sukati, I. (2012). The effect of external factors on purchase intention amongst young generation in Malaysia. International Business Research, 5(8), 153-159. https://.doi.org/10.5539/ibr.v5n8p153
Martang, A. F., Ramlawati, Gani, A. A., & Mahmud, A. (2022). Analisis pengaruh ekuitas merek terhadap keputusan konsumen dalam membeli sepeda motor Honda. Paradoks: Jurnal Ilmu Ekonomi, 5(2), 114-122. https://doi.org/10.57178/paradoks.v5i2.342
Natalya, V., Cho, J. -W., & Lee, J. -W. (2020). Determinants of private label’s purchase intention in the Korean Market. Journal of Distribution Science, 18(10), 121-130. https://doi.org/10.15722/jds.18.10.202010.121
Noor, N. (2025). A closer look at halal brand image: systematic review and future directions. Journal of Islamic Marketing, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JIMA-06-2024-0259
Noorlitaria, A. G., Pangestu, F. R., Fitriansyah., Surapati, U., & Mahsyar, S. (2020). How does brand awareness affect purchase intention in mediation by perceived quality and brand loyalty? Journal of Critical Reviews, 7(2), 103-109. https://doi.org/10.31838/jcr.07.02.20
Patel, A. K., Singh, A., & Parayitam, S. (2023). Risk-taking and WOM as moderators in the relationship between status consumption, brand image and purchase intention of counterfeit brand shoes. Journal of Advances in Management Research, 20(2), 161-187. https://doi.org/10.1108/JAMR-05-2022-0095
Poulis, A., Rizomyliotis, I., & Konstantoulaki, K. (2019). Do firms still need to be social? Firm generated content in social media. Information Technology and People, 32(2), 387-404. https://doi.org/10.1108/ITP-03-2018-0134
Rossiter, J. R. (2014). ‘Branding’explained: Defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21(7-8), 533-540. https://doi.org/10.1057/bm.2014.33
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., Ahmed, N., & Ahmad, S. F. (2015). Product perceived quality and purchase intention with consumer satisfaction. Global Journal of Management and Business Research, 15(1), 20-27.
Sari, D. M. I., & Purwanto, S. (2023). Analisis kualitatif pada Komunitas Gamers Surabaya dalam memutuskan pembelian Headset Gaming merek Fantech. Jurnal Manajemen (Edisi Elektronik), 14(2), 316-329. https://doi.org/10.32832/jm-uika.v14i2.14206
Setiadi, R. U., Setiadi, B. R., & Rahayu, S. (2016). The effect of service quality and brand image on customer satisfaction of commonwealth bank. PONTE International Scientific Researches Journal, 72(6), 152-164. https://doi.org/10.21506/j.ponte.2016.6.13
Statista (2024). Data Confidential PT XYZ. Gambar 1.1-1.2.
Suhud, U., & Willson, G. (2019). Low-Cost Green Car Purchase Intention: Measuring the Role of Brand Image on Perceived Price and Quality. International Journal of Economics and Business Administration, 7(3), 238-249. https://doi.org/10.35808/ijeba/322
Wang, Y. -H., & Tsai, C. -F. (2014). The relationship between brand image and purchase intention: Evidence from award winning mutual funds. The International Journal of Business and Finance Research, 8(2), 27-40.
Wheelock, D., & Wilson, P. (1995). explaining bank failures: deposit insurance, regulation, and efficiency. Journal of Money, Credit and Banking, 77(4), 689-700.
Wijaya, A. G., & Zulfa, M. (2017). the effect of word of mouth, price perception, brand image and trust on purchase decision using purchase intention as an intervening variable (study at middle class housing in Semarang). IJIBE (International Journal of Islamic Business Ethics), 2(3), 1-12. https://doi.org/10.30659/ijibe.2.3.1-12
Yusof, Y. L. M., Jusoh, W. J. W., & Maulan, S. (2021). Perceived quality association as determinant to re-patronise Shariah-compliant brand restaurants. Journal of Islamic Marketing, 12(2), 302-315. https://doi.org/10.1108/JIMA-10-2018-0190