Influence of Brand Image on Customer Attitude, Intention to Purchase and Satisfaction: the Case of Start-Up Brand Pomie Bakery
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Dec 13, 2022
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Abstract
The purpose of this study is to analyze the influences of brand image on customer attitude, intention to purchase, and customer satisfaction in the context of start-up businesses, in which its research information could be a helping hand, especially for a start-up business. In particular, this research attempts to answer three main research questions. First, does the brand image affects the customer attitude? Second, does the brand image affect the intention to purchase? Third and last, does the brand image affect customer satisfaction? To answer these questions, a survey was conducted on 234 Pomie Bakery customers through questionnaires adopted from previous studies. The data has been analyzed using Structural Equation Modeling (SEM) using the SmartPLS software. The data analysis has proven that other than the variable of brand image’s influence on purchase intention, each correlation between other variables is significant. The result of this research is generally useful for start-up businesses as a reference in implementing brand strategies. By paying attention to the brand image, start-up businesses will benefit from consumer behavior in terms of customer attitude, intention to purchase, and customer satisfaction.
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How to Cite
Abin, D. G., Mandagi, D. W., & Pasuhuk, L. S. (2022). Influence of Brand Image on Customer Attitude, Intention to Purchase and Satisfaction: the Case of Start-Up Brand Pomie Bakery. Enrichment : Journal of Management, 12(5), 3907-3917. https://doi.org/10.35335/enrichment.v12i6.960
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Sasmita, J., & Suki, M., N. (2015). Young consumers’ insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 276 292. https://doi.org/10.1108/IJRDM-02-2014-0024
Tao, F. (2014). Customer Relationship management based on Increasing Customer Satisfaction. International Journal of Business and Social Science, 5(5), 256-263.
Toding, J., S., & Mandagi, D.W., (2022). Dimensi brand gestalt sebagai predictor kepuasan pelanggan dan niat membeli ulang pelanggan UMKM. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi). 9(3), 1156–1166
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Weston, R. (2006). A Brief Guide to Structural Equation Modeling. TheCounseling Psychologist, 34(5), 719.751. https://doi.org/10.1177/0011000006286345
Wijaya, B. S. (2013) Dimensions of Brand Image: A Conceptual Review from thePerspective of Brand Communication. European Journal of Business and Managemrnt, 5(31), 55-65.
Yoo, H., & Lee, J. W. (2020). Sample size calculation based on discrete Weibull and zero-inflated discrete Weibull regression models. Communications in Statistics-Simulation and Computation, 1-14.
Belch, G. E., Belch, M. A. (2009). Advertising and Promotion: An Integrated Marketing Communications Perspective. 8th edition, The McGraw Hill/Irwin, Boston.
Biesok G, Wyród-Wróbel J. (2011). Customer Satisfaction — Meaning and Methods of Measuring. Marketing and logistic problems in the management of organization, 23-41.
Castro, C. B., Armario, E. M., & Ruiz, D. M. (2007). The influence of market heterogeneity on the relationship between a destination's image and tourists’ future behaviour. Tourism management, 28(1), 175-187.
Fishbein, M., & Ajzen, I. (2010). Predicting and changing behavior: The reasoned action approach. New York, NY: Psychology Press
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review.
Han, S.H., Nguyen, B; Lee, T.J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management, 50, 84-93.
Hasan, A., Khan, M.A., Rehman, K., Ali, I. & Sobia, W. (2009). Consumer’s Trust in the Brand: Can it be built through Brand Reputation, Brand Competence and Brand Predictability. International Business Research, 3(1), 43-51.
Hanssens, D.M., Pauwels, K.H., Srinivasa, S. (2014). Consumer Attitude Metrics forGuiding Marketing Mix Decisions. Journal Marketing Science, 33(4), 534-550. https://doi.org/10.1287/mksc.2013.0841
Hoque, M.E., Nik Hashim, N.M.H. and Azmi, M.H.B. (2018), Moderating Effects of Marketing Communication and Financial Consideration on Customer Attitude and Intention to Purchase Islamic Banking products: A conceptual framework. Journal of Islamic Marketing, 9 (4), pp.799-822. https://doi.org/10.1108/JIMA-01
Hossien, E. (2012). The mediatory impact of brand loyalty and brand image on brand equity. AFRICAN JOURNAL OF BUSINESS MANAGEMENT, 6(17), https://doi.org/10.5897/AJBM11.788
Ilker, E., Sulaiman, A.M., Rukayya S.A. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.
Jacoby, J., Johar, G. V., Morrin, M. (1998). Consumer behavior: A Quadrennium.Annual Review of Psychology, 49(1), 319-344.
Jalilvand, M, R., Samiei, N., Mahdavinia, S, H., (2011). The Effect of Bran Equity Components on Purchase Intention. International business and management, 2(2), 149-158.
Kato, T., &Tsuda, K. (2018). A Management Method of the Corporate Brand Image Based on Customers’ Perception. Procedia Computer Science, 126,1368 1377. https://doi.org/10.1016/j.procs.2018.08.088
Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ: Prentice-Hall.
Khadka, K., Maharjan, S. (2017). Customer satisfaction and customer loyalty. Master’s Thesis, Centria University of Applied Sciences, Business Management, Lahti, Finland.
Kotler P., Armstrong G. (2010), Principles of Marketing. New Jersey: Pearson Prentice Hall.
Kotler, P., Lee, N. (2008). Social marketing: Influencing behaviors for good. Los Angeles: Sage Publications.
Kotler, P., Keller, K.L. (2012). Marketing Management. 14th Edition, Pearson Education.
Lee Y., Wang Y., Lu S., Hsieh Y. (2016). Empirical research on customer satisfaction study: a consideration of different levels of performance. Springer Plus, 5(1). https://doi.org/10.1186/s40064-016-3208-z
Lindenblatt A. (2014). How do companies protect their brand reputation online in response to negative electronic word-of-mouth? A study of German companies. 3rd IBA Bachelor Thesis Conference, Enschede, The Netherlands
Mandagi, D. W., Centeno, D. D., & Indrajit (2022). Destination brand gestalt and its effects on brand attachment and brand loyalty. Philippine Management Review, 29(1), 1-24.
Pachauri, M. (2001). Consumer Behaviour: A Literature Review. The Marketing Review, 2(3), 319–355. https://doi.org/10.1362/1469347012569896
Plumeyer, A., Kottemann, P., Böger, D., & Decker, R. (2019). Measuring brand image: a systematic review, practical guidance, and future research directions. Review of Managerial Science, 13(2), 227-265.
Putra Z.A., Safitiri R. (2021). The Relationship Between Knowledge, Brand Image and Customer Behavior of Customers Decision in Choosing Saving Products. Jurnal Keuangan dan Perbankan Syariah, 9(2), 142.
Qazzafi, S. (2020). Factor Affecting Consumer Buying Behavior: AConceptual Study, IJSRD: International Journal for Scientific: Research & Development, 8(2), 12051208.
Sahoo, D., Pillai S. S., Estelami, H., Laukkanen, T. (2017). Role of mobile banking servicescape on customer attitude and engagement: an empirical investigation in India. International Journal of Bank Marketing. https://doi.org/10.1108/IJBM-09-2015-0144
Sasmita, J., & Suki, M., N. (2015). Young consumers’ insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 276 292. https://doi.org/10.1108/IJRDM-02-2014-0024
Tao, F. (2014). Customer Relationship management based on Increasing Customer Satisfaction. International Journal of Business and Social Science, 5(5), 256-263.
Toding, J., S., & Mandagi, D.W., (2022). Dimensi brand gestalt sebagai predictor kepuasan pelanggan dan niat membeli ulang pelanggan UMKM. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi). 9(3), 1156–1166
Weiner, I. (2012). Handbook of Psychology, Second Edition || Structural Equation Modeling. https://doi.org/10.1002/9781118133880.hop202023
Weston, R. (2006). A Brief Guide to Structural Equation Modeling. TheCounseling Psychologist, 34(5), 719.751. https://doi.org/10.1177/0011000006286345
Wijaya, B. S. (2013) Dimensions of Brand Image: A Conceptual Review from thePerspective of Brand Communication. European Journal of Business and Managemrnt, 5(31), 55-65.
Yoo, H., & Lee, J. W. (2020). Sample size calculation based on discrete Weibull and zero-inflated discrete Weibull regression models. Communications in Statistics-Simulation and Computation, 1-14.