The leverage of brand image and perceived quality towards purchasing decisions mediating role of consumer satisfaction
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Jan 4, 2024
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Abstract
The lifestyle has unique influence in the fashion. Indonesian fashion is continuously changing over the trends. There is an influx of fashion enterprises into Indonesia. Consumer purchases are one aspect of a business's success. Brand image, perceived quality, and customer satisfaction are just a few of the numerous variables that might have an impact on a purchase decision. The aim of this research is to determine how much brand image and perceived quality influences purchasing decisions through customer satisfaction. This study used a quantitative approach. Using purposive sampling, 150 samples total were employed in this investigation. Data analysis was used with the software Smart-PLS SEM. The study's found that purchase decisions are significantly influenced by brand image. Customer satisfaction is not much impacted by brand image. Decisions on what to buy are not much influenced by perceived quality. Customer happiness is significantly impacted by perceived quality. Decisions about what to buy are greatly influenced by customer happiness. Consumer happiness has no discernible impact on brand image in terms of purchasing decisions. The study recommends to increases customer happiness, perceived quality has a big impact on buying decisions
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How to Cite
Rafli, M., & Mangruwa, R. (2024). The leverage of brand image and perceived quality towards purchasing decisions mediating role of consumer satisfaction. Enrichment : Journal of Management, 13(5), 3458-3467. https://doi.org/10.35335/enrichment.v13i5.1812
References
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Larasati, A., & Baehaqi, M. (2022). Pengaruh Perceived Quality dan Brand Image Terhadap Repurchase Intention dengan Customer Satisfiaction sebagai Variabel Intervening (Studi pada Pengguna Smartphone Vivo di Kabupaten Kebumen). Jurnal Ilmiah Mahasiswa Manajemen, 4(1). www.emarketer.com,
Mahmud, Y. Y., Yadita, Y., & Management, M. (2023). The influence of brand image price and location on product purchase decision on JCo donuts products. Enrichment: Journal of Management, 13(2).
Nanjaya, C. M., & Wijaya, A. (2021). PENGARUH PERCEIVED QUALITY DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION DIMEDIASI PERCEIVED RISK. Jurnal Manajerial Dan Kewirausahaan, Vol. 3(3).
Prabowo, H., Kurniawan, B., Sutrisno, S., Gultom, H. C., & Pratiwi, R. (2023). Purchasing Decisions in Terms of Perceived Quality, Perceived Price and Digital Marketing Through Brand Image in Non-Star Hotels. International Journal of Professional Business Review, 8(8), e02865. https://doi.org/10.26668/businessreview/2023.v8i8.2865
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Zak, S., & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences, 74, 03014. https://doi.org/10.1051/shsconf/20207403014.
Alhamra Salqaura, S., Rizca Amelia, W., & Catur Putera Hasman, H. (2023). ANALYSIS OF PURCHASING DECISIONS FOR ADIDAS SPORTSWEAR BASED ON CELEBRITY ENDORSERS AND BRAND IMAGE.
Apriani, A. (2021). PENGARUH CITRA MEREK DAN KUALITAS PRODUK SABUN MANDI LIFEBUOY TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPUASAN KONSUMEN. Jurnal Perspektif Manajerial Dan Kewirausahaan (JPMK). http://jurnal.undira.ac.id/index.php/jpmk/
Astuti, W. T. (2023). The Influence of Brand Image, Brand Love, And Brand Trust On Brand Loyalty In Local Coffee Shop Brand Names. Journal Research of Social Science, Economics, and Management, 2(12). https://doi.org/10.59141/jrssem.v2i12.512
Bohdan Gumilang, P., & Listyorini, S. (2022). PENGARUH PERCEIVED QUALITY DAN BRAND EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA MIO (Studi pada Yamaha Flagship Shop (FSS) Kota Semarang). In Jurnal Ilmu Administrasi Bisnis (Vol. 11, Issue 3). https://ejournal3.undip.ac.id/index.php/jiab
Brangsinga, G. B. Y., & Sukawati, T. G. R. (2019). PENGARUH PERCEIVED QUALITY DAN BRAND IMAGE TERHADAP BRAND LOYALTY DAN BRAND EQUITY. E-Jurnal Manajemen, Vol. 8, No. 4(No. 4).
Camilleri, M., & Filieri, R. (2023). Customer Satisfaction and Loyalty With Online Consumer Reviews: Factors Affecting Revisit Intentions. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4531301
Chandrawati, A. A., & Vidyanata, D. (2022). Pengaruh Perceived Quality dan Perceived Value of Cost terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan pada Fresh.Co. Jembatan : Jurnal Ilmiah Manajemen, 19(1), 49–68. https://doi.org/10.29259/jmbt.v19i1.17758
Clarissa, C., & Bernarto, I. (2022). The Influence of Brand Ambassador, Brand Awareness, Brand Image and Prices on Purchase Decisions on Online Marketplace. Business and Entrepreneurial Review, 22(2), 273–288. https://doi.org/10.25105/ber.v22i2.14966
Dwi Cahya, A., Julita Sari, A., & Andar Feryanta, K. (2021). Pengaruh Kinerja Karyawan, Keputusan Pembelian Konsumen terhadap Kepuasan Konsumen. YUME : Journal of Management, 4(2), 218–229. https://doi.org/10.37531/yume.vxix.861
Dwi Santy, R., & Andriani, R. (2023). Purchase decision in terms of content marketing and e-WOM on social media. Journal of Eastern European and Central Asian Research (JEECAR), 10(6), 921–928. https://doi.org/10.15549/jeecar.v10i6.1502
Hair, J. F., Tomas, G., Hult, M., Ringle, C. M., & Sarstedt, M. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A workbook. https://doi.org/10.1007/978-3-030
Hasibuan, S. T., Musannip, Z., Siregar, E., & Harahap, A. (2022). The Effect of Service Quality, Price, Customer Satisfaction on Purchase Decisions at Usman Wholesale. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(1). https://doi.org/10.33258/birci.v5i1.4343
Jimmy Yosal, P.M. Budi Haryono, & Soegeng Wahyoedi. (2021). The Effect of Integrated Marketing Communications and Service Quality on Purchase Decisions Mediated by Consumer Satisfaction in the Covid-19 Pandemic Era (Study at Maybank Finance Java Non Jabodetabek Area). Konfrontasi: Jurnal Kultural, Ekonomi Dan Perubahan Sosial, 8(4), 239–251. https://doi.org/10.33258/konfrontasi2.v8i4.161
Katerina, A., Simanjuntak, A., Terenggana, C. A., & Tyra, M. J. (2023). The effect of brand awareness and brand image on purchasing decisions for Scarlett whitening products. Journal of Business and Information System (e-ISSN: 2685-2543), 5(1), 11–18. https://doi.org/10.36067/jbis.v5i1.167
Kumoro, W. B., & Krisprimandoyo, D. A. (2023). The Effect of Service Quality, Reputation, and Perceived Price on Purchase Decisions with Customer Satisfaction as an Intervening Variable (Study on Parents of Students at Ciputra School Surabaya). Jurnal Ilmiah Ilmu Manajemen, 13(2).
Larasati, A., & Baehaqi, M. (2022). Pengaruh Perceived Quality dan Brand Image Terhadap Repurchase Intention dengan Customer Satisfiaction sebagai Variabel Intervening (Studi pada Pengguna Smartphone Vivo di Kabupaten Kebumen). Jurnal Ilmiah Mahasiswa Manajemen, 4(1). www.emarketer.com,
Mahmud, Y. Y., Yadita, Y., & Management, M. (2023). The influence of brand image price and location on product purchase decision on JCo donuts products. Enrichment: Journal of Management, 13(2).
Nanjaya, C. M., & Wijaya, A. (2021). PENGARUH PERCEIVED QUALITY DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION DIMEDIASI PERCEIVED RISK. Jurnal Manajerial Dan Kewirausahaan, Vol. 3(3).
Prabowo, H., Kurniawan, B., Sutrisno, S., Gultom, H. C., & Pratiwi, R. (2023). Purchasing Decisions in Terms of Perceived Quality, Perceived Price and Digital Marketing Through Brand Image in Non-Star Hotels. International Journal of Professional Business Review, 8(8), e02865. https://doi.org/10.26668/businessreview/2023.v8i8.2865
Rahma Izzati, R. (2019). PENGARUH PERCEIVED QUALITY DAN BRAND IMAGE TERHADAP BRAND TRUST PRODUK KOSMETIK WARDAH. Jurnal Ilmu Manajemen, 8(2). https://doi.org/10.32502/jimn.vXiX.XXXX
Ritonga, R. R., Afriyanti, E., Rahayu, E. U., & Pratama, A. R. (2022). Enrichment: Journal of Managementis Licensed under aCreative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0) Enrichment: Journal of Management The Influence of Brand Image, Service Quality, and Price on Damri Service Users at Plaza Medan Fair. In Enrichment: Journal of Management (Vol. 12, Issue 2).
Sadewa, P. A., & Wahono, B. (2023). PENGARUH KUALITAS PRODUK, INOVASI PRODUK, DAN GRATIS ONGKIR TERHADAP KEPUTUSAN PEMBELIAN PRODUK MACARONICUK STUDI KASUS RESELLER MACARONICUK PROVINSI JAWA TIMUR. Jurnal Riset Manajemen, Vol. 12(No. 2).
Sanjaya, W. N., & Sukma, A. (2023). The influence of brand image promotion and product quality on the purchase decision of hammerstout products. Enrichment: Journal of Management, 13(3).
Solikhah, A., & Amelia. (2023). THE INFLUENCE OF BRAND AWARENESS, PERCEIVED QUALITY, BRAND ASSOCIATION, BRAND LOYALTY AND PRICE ON DAIHATSU CAR BUYING DECISIONS (Case Study at Daihatsu Pemalang Car Dealership). 03(01), 286–292. https://doi.org/10.59141/jrssem.v3i01.536
Tarmidi, D., & Mulyani, A. T. (2023). The influence of product innovation and brand image on samsung smartphone purchase decision at bandung city. Enrichment: Journal of Management, 13(1).
Torres, J. L. S., Bhattarai, A., Rawal, M., & Subedi, B. U. (2023). The Role of Perceived Quality and Customer Self-Incongruence on Customer-Brand Disidentification. Cuadernos de Gestion, 23(2), 37–50. https://doi.org/10.5295/cdg.221836js
Widodo, S. (2021). The effect of product quality, service quality and prices on consumer satisfaction of molivia cafe (case study on consumers of molivia cafe, jalan h.m. Joni, teladan timur, medan city). Journal of Management, 11(2). www.enrichment.iocspublisher.org
Zaini, A. A. (2022). PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN (Studi pada Konsumen “Warung Bek Mu 2” Banjaranyar Paciran Lamongan). AL Maqashid : Journal of Economics and Islamic Business, Vol. 2(No. 2), 47–54. https://doi.org/10.55352
Zak, S., & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences, 74, 03014. https://doi.org/10.1051/shsconf/20207403014.