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The Influence Of Brand Awareness, Brand Image, Perceived Quality, And Brand Loyalty Toward Purchase Intention A Case Study Of The Nokia Brand
Tondi Sudaryo (2019) | Skripsi | Manajemen
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Smartphone users in Indonesia continue to increase. Become a significant potential for smartphone companies. However, this is inversely proportional to Nokia's market share, which has decreased dramatically in recent years. The decline in Nokia's sales indicates a drop in consumer purchase intention in Nokia products. One of the factors that influence purchase intention is brand consideration so that the interest in buying a product is subjective and strongly influenced by other intangible factors called brand equity. For this reason, the purpose of this study is to determine the effect of brand equity dimensions, which consist of brand awareness, brand image, perceived quality, and brand loyalty toward purchase intention. This study uses primary data obtained by distributing questionnaires to 370 respondents of Nokia Android users. After that, the data analysis using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method uses the SmartPLS 3.0 application to test the proposed hypothesis. The results of the study show a positive influence of a brand image, perceived quality, and brand loyalty toward purchase intention. Thus the company needs to build consumer loyalty to a brand, maintain the right brand image, and perceived quality to increase consumer purchase intention, which of course will affect the increase in sales. Keywords: Brand Equity, Brand Awareness, Brand Image, Perceived Quality, Brand Loyalty, Purchase Intention.