The Influence of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Intention to Purchase Erigo Products

DOI

10.2991/978-94-6463-508-9_14How to use a DOI?

Keywords

Brand Association; Brand Awareness; Brand Loyalty and Purchase Intention; Perceived Quality

Abstract

Clothing is a primary need for every individual in the world. The development of fashion in Indonesia currently experiencing rapid growth with the support of young designers’ creativity and innovation. Brand is one of the factors that make people interested in buying a product. One local product that has gone international is the brand Erigo. Erigo offers many product variants, including hoodies, t-shirts, China pants and jackets. Therefore, there are several factors that can influence consumers’ buying interest in the Erigo brand. This study aims to examine the influence of brand awareness, brand association, perceived quality, and brand loyalty on purchase intention for Erigo products. This study involved 175 samples obtained through questionnaire distribution. This is a quantitative and descriptive study, measured using the Likert scale for questionnaire scaling. For this study, tests conducted included validity test, reliability test, classic assumption test, multiple linear regression test with coefficient of determination, F-test, and significance test (partial) using SPSS 24. The results of this study indicate that brand awareness, brand association, and brand loyalty variables have a significant influence on purchase intention. Meanwhile, the perceived quality variable does not have a significant influence on purchase intention. Furthermore, the F-test or simultaneous test or simultaneous test of brand awareness, brand association, perceived quality, and brand loyalty variables collectively influence purchase intention. For future research, it is expected to conduct discussions or research using different object, different variable, and further theoretical discussions.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Erwina Aryani Wijaya
AU  - Lilis Susilawaty
AU  - Ika Pratiwi Simbolon
AU  - Rachel Tan
AU  - Natasya Deswinta Puteri
PY  - 2024
DA  - 2024/09/19
TI  - The Influence of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Intention to Purchase Erigo Products
BT  - Proceedings of the Twelfth International Conference on Entrepreneurship and Business Management 2023 (ICEBM 2023)
PB  - Atlantis Press
SP  - 173
EP  - 185
SN  - 2667-1271
UR  - https://doi.org/10.2991/978-94-6463-508-9_14
DO  - 10.2991/978-94-6463-508-9_14
ID  - Wijaya2024
ER  -