The Effect of Brand Image and Perceived Quality on Purchase Intention with Brand Trust as Intervening Variable Studies on Marketplace Users
Keywords:
brand image, perceived quality, brand trust, purchase intentionAbstract
This study aims to determine the effect of brand image on purchase intention, the effect of perceived quality on purchase intention, the effect of brand trust on purchase intention, the effect of brand image on brand trust, the effect of perceived quality on brand trust, the effect of brand image on purchase intention with brand trust as intervening variable, the effect of perceived quality on purchase intention with brand trust as intervening variable studies on marketplace users in Jakarta. The survey method with an instrument in the form of a questionnaire is a data collection method used by researchers using non-probability sampling techniques. The sample of this research is 222 respondents who have used Shopee and are citizens of Jakarta aged minimum 17 years. Data analysis used SPSS version 26 and SEM (Structural Equation Model) from AMOS version 26 software to process and analyze research data. The result of this study indicates: 1) brand image has a signigficant effect on purchase intention 2) perceived quality has a significant effect on purchase intention 3) Brand trust doesn’t have significant effect on purchase intenton 4) brand image has a significant effect on brand trust 5) perceived quality has a significant effect on brand trust 6) brand trust as intervening does not able to effect perceived quality to purchase intention 7) brand trust as intervening does not able to effect perceived quality to purchase intention.
References
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Cha, S.-S., & Seo, B.-K. (2019). The effect of brand trust of home meal replacement on repurchasing in online shopping. Asian Journal of Business Environment, 9(3), 21–26.
Chan, B., Purwanto, E., & Hendratono, T. (2020). Social media marketing, perceived service quality, consumer trust and online purchase intentions. Technology Reports of Kansai University, 62(10), 6265–6272.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139.
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101–110.
DAM, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics, and Business, 7(10), 939–947.
Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, 33(2), 33–39.
Gil, M. T., & Jacob, J. (2018). The relationship between green perceived quality and green purchase intention: a three-path mediation approach using green satisfaction and green trust. International Journal of Business Innovation and Research, 15(3), 301–319.
Hale, T., Angrist, N., Goldszmidt, R., Kira, B., Petherick, A., Phillips, T., Webster, S., Cameron-Blake, E., Hallas, L., & Majumdar, S. (2021). A global panel database of pandemic policies (Oxford COVID-19 Government Response Tracker). Nature Human Behaviour, 5(4), 529–538.
Hien, N., Phuong, N., Tran, T. Van, & Thang, L. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10(6), 1205–1212.
Irawan, P. A. P., & Suprapti, N. W. S. (2020). The Effect of Brand Image on Purchase Intention Mediated by Trust. Computer, 19(5).
Karnadi, A. (2022). The Shift in the Shopping Trend of Indonesian People to the Online Realm. Dataindonesia.Id. https://dataindonesia.id/digital/detail/beralihnya-tren-belanja-masyarakat-indonesia-ke-ranah-daring
Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43, 304–310.
Konuk, F. A. (2021). The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust. Journal of Retailing and Consumer Services, 63, 102698.
Kurniawan, H. H. (2017). The influence of perceived quality on brand loyalty through the mediation of brand image and brand trust. Journal of Business and Management, 4(2).
Larasetiati, M., & Ali, H. (2019). Model of consumer trust: analysis of perceived usefulness and security toward repurchase intention in online travel agent. Saudi Journal of Economics and Finance, 3(8), 350–357.
Lee, H., Lee, C., & Wu, C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45, 1091–1111.
Lee, J. E., Goh, M. L., & Mohd Noor, M. N. Bin. (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3), 161–178.
Liu, M. T., Wong, I. A., Tseng, T.-H., Chang, A. W.-Y., & Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192–202.
Lopes, E. L., de Lamônica Freire, O. B., & Lopes, E. H. (2019). Competing scales for measuring perceived quality in the electronic retail industry: A comparison between ES-Qual and E-TailQ. Electronic Commerce Research and Applications, 34, 100824.
Marliawati, A., & Cahyaningdyah, D. (2020). Impacts the brand of experience and brand image on brand loyalty: Mediators brand of trust. Management Analysis Journal, 9(2), 140–151.
Martínez, P., Pérez, A., & Del Bosque, I. R. (2014). CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administración, 27(2), 267–283.
Maulida, L. (2022). Shopping at Shopee is more expensive at Rp 1,000 per transaction. Kompas.Com. https://tekno.kompas.com/read/2022/10/25/12450017/belanja-di-shopee-lebih-mahal-rp-1000-per-transaksi?page=all
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers in Human Behavior, 71, 153–164.
Pramono, R., Sondakh, L. W., BERNARTO, I., JULIANA, J., & PURWANTO, A. (2021). Determinants of the small and medium enterprises progress: A case study of SME entrepreneurs in Manado, Indonesia. The Journal of Asian Finance, Economics and Business, 8(1), 881–889.
Pramudya, A. K., Sudiro, A., & Sunaryo, S. (2018). The role of customer trust in mediating influence of brand image and brand awareness of the purchase intention in airline tickets online. Jurnal Aplikasi Manajemen, 16(2), 224–233.
Priyadi, A. T. (2020). THE EFFECT OF E-SERVICE QUALITY AND TRUST ON REPURCHASE INTENTION WITH SATISFACTION AS AN INTERVENING (CASE STUDY ON BUKALAPAK E-COMMERCE BUYERS). STATE UNIVERSITY OF JAKARTA.
Rahman, M. A., Abir, T., Yazdani, D. M. N., Hamid, A. B. A., & Al Mamun, A. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi’an University of Architecture & Technology, 12, 4935–4946.
Rana, A., Bhat, A., & Rani, L. (2015). A classificatory scheme for antecedents of the sources of “online brand equity.” Journal of Research in Interactive Marketing.
Resmawa, I. N. (2017). The Effect of Brand Image and Product Knowledge on Purchase Intention with Green Price as a Moderating Variable on The Body Shop Products in Surabaya. Journal of Applied Management, Economics and Business, 1(2), 1–11.
Salhab, H., Al-Amarneh, A., Aljabaly, S., Zoubi, M., & Othman, M. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2), 591–600.
Sun, Y., Huang, Y., Fang, X., & Yan, F. (2022). The Purchase Intention for Agricultural Products of Regional Public Brands: Examining the Influences of Awareness, Perceived Quality, and Brand Trust. Mathematical Problems in Engineering, 2022.
Takaya, R. (2017). The Effect Of Celebrity Endorsment On Brand Image And Trust Brand And It’s Impact To Purchaseintention Case Study: Oppo Smartphone. Business and Entrepreneurial Review, 17(2), 183–196.
Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020). The effect of service quality, perceived value and mediating effect of brand image on brand trust. Jurnal Manajemen Dan Kewirausahaan, 22(1), 45–56.
Wijaya, E., & Warnadi, W. (2019). Factors Influencing Online Purchase Decisions on Shopee: The Impact of E-Commerce. Procuratio: Scientific Journal of Management, 7(2), 152–164.
Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183–198.
Xie, Y., Batra, R., & Peng, S. (2015). An extended model of preference formation between global and local brands: The roles of identity expressiveness, trust, and affect. Journal of International Marketing, 23(1), 50–71.
Yan, L., Xiaojun, F., Li, J., & Dong, X. (2019). Extrinsic cues, perceived quality, and purchase intention for private labels: Evidence from the Chinese market. Asia Pacific Journal of Marketing and Logistics.
Yu, W., Han, X., Ding, L., & He, M. (2021). Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention. Journal of Retailing and Consumer Services, 59, 102377.
Zhu, B., Kowatthanakul, S., & Satanasavapak, P. (2020). Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus-Organism-Response (SOR) model. International Journal of Retail & Distribution Management, 48(1), 53–69.
Zhu, L., Li, H., Wang, F.-K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (SOR) framework. Aslib Journal of Information Management, 72(4), 463–488.
Asshidin, N. H. N., Abidin, N., & Borhan, H. B. (2016). Perceived quality and emotional value that influence consumer’s purchase intention towards American and local products. Procedia Economics and Finance, 35, 639–643.
Athapaththu, J. C., & Kulathunga, K. (2018). Factors affecting online purchase intention: Effects of technology and social commerce.
Azizah, L. N. (2021). The founder of Shopee and his Career Journey Story. Gramedia.Com. https://www.gramedia.com/literasi/pendiri-shopee/
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169–191.
Benhardy, K., Hardiyansyah, H., Putranto, A., & Ronadi, M. (2020). Brand image and price perceptions impact on purchase intentions: mediating brand trust. Management Science Letters, 10(14), 3425–3432.
Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 24(3), 412–426.
Cha, S.-S., & Seo, B.-K. (2019). The effect of brand trust of home meal replacement on repurchasing in online shopping. Asian Journal of Business Environment, 9(3), 21–26.
Chan, B., Purwanto, E., & Hendratono, T. (2020). Social media marketing, perceived service quality, consumer trust and online purchase intentions. Technology Reports of Kansai University, 62(10), 6265–6272.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139.
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101–110.
DAM, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics, and Business, 7(10), 939–947.
Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, 33(2), 33–39.
Gil, M. T., & Jacob, J. (2018). The relationship between green perceived quality and green purchase intention: a three-path mediation approach using green satisfaction and green trust. International Journal of Business Innovation and Research, 15(3), 301–319.
Hale, T., Angrist, N., Goldszmidt, R., Kira, B., Petherick, A., Phillips, T., Webster, S., Cameron-Blake, E., Hallas, L., & Majumdar, S. (2021). A global panel database of pandemic policies (Oxford COVID-19 Government Response Tracker). Nature Human Behaviour, 5(4), 529–538.
Hien, N., Phuong, N., Tran, T. Van, & Thang, L. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10(6), 1205–1212.
Irawan, P. A. P., & Suprapti, N. W. S. (2020). The Effect of Brand Image on Purchase Intention Mediated by Trust. Computer, 19(5).
Karnadi, A. (2022). The Shift in the Shopping Trend of Indonesian People to the Online Realm. Dataindonesia.Id. https://dataindonesia.id/digital/detail/beralihnya-tren-belanja-masyarakat-indonesia-ke-ranah-daring
Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43, 304–310.
Konuk, F. A. (2021). The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust. Journal of Retailing and Consumer Services, 63, 102698.
Kurniawan, H. H. (2017). The influence of perceived quality on brand loyalty through the mediation of brand image and brand trust. Journal of Business and Management, 4(2).
Larasetiati, M., & Ali, H. (2019). Model of consumer trust: analysis of perceived usefulness and security toward repurchase intention in online travel agent. Saudi Journal of Economics and Finance, 3(8), 350–357.
Lee, H., Lee, C., & Wu, C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45, 1091–1111.
Lee, J. E., Goh, M. L., & Mohd Noor, M. N. Bin. (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3), 161–178.
Liu, M. T., Wong, I. A., Tseng, T.-H., Chang, A. W.-Y., & Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192–202.
Lopes, E. L., de Lamônica Freire, O. B., & Lopes, E. H. (2019). Competing scales for measuring perceived quality in the electronic retail industry: A comparison between ES-Qual and E-TailQ. Electronic Commerce Research and Applications, 34, 100824.
Marliawati, A., & Cahyaningdyah, D. (2020). Impacts the brand of experience and brand image on brand loyalty: Mediators brand of trust. Management Analysis Journal, 9(2), 140–151.
Martínez, P., Pérez, A., & Del Bosque, I. R. (2014). CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administración, 27(2), 267–283.
Maulida, L. (2022). Shopping at Shopee is more expensive at Rp 1,000 per transaction. Kompas.Com. https://tekno.kompas.com/read/2022/10/25/12450017/belanja-di-shopee-lebih-mahal-rp-1000-per-transaksi?page=all
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers in Human Behavior, 71, 153–164.
Pramono, R., Sondakh, L. W., BERNARTO, I., JULIANA, J., & PURWANTO, A. (2021). Determinants of the small and medium enterprises progress: A case study of SME entrepreneurs in Manado, Indonesia. The Journal of Asian Finance, Economics and Business, 8(1), 881–889.
Pramudya, A. K., Sudiro, A., & Sunaryo, S. (2018). The role of customer trust in mediating influence of brand image and brand awareness of the purchase intention in airline tickets online. Jurnal Aplikasi Manajemen, 16(2), 224–233.
Priyadi, A. T. (2020). THE EFFECT OF E-SERVICE QUALITY AND TRUST ON REPURCHASE INTENTION WITH SATISFACTION AS AN INTERVENING (CASE STUDY ON BUKALAPAK E-COMMERCE BUYERS). STATE UNIVERSITY OF JAKARTA.
Rahman, M. A., Abir, T., Yazdani, D. M. N., Hamid, A. B. A., & Al Mamun, A. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi’an University of Architecture & Technology, 12, 4935–4946.
Rana, A., Bhat, A., & Rani, L. (2015). A classificatory scheme for antecedents of the sources of “online brand equity.” Journal of Research in Interactive Marketing.
Resmawa, I. N. (2017). The Effect of Brand Image and Product Knowledge on Purchase Intention with Green Price as a Moderating Variable on The Body Shop Products in Surabaya. Journal of Applied Management, Economics and Business, 1(2), 1–11.
Salhab, H., Al-Amarneh, A., Aljabaly, S., Zoubi, M., & Othman, M. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2), 591–600.
Sun, Y., Huang, Y., Fang, X., & Yan, F. (2022). The Purchase Intention for Agricultural Products of Regional Public Brands: Examining the Influences of Awareness, Perceived Quality, and Brand Trust. Mathematical Problems in Engineering, 2022.
Takaya, R. (2017). The Effect Of Celebrity Endorsment On Brand Image And Trust Brand And It’s Impact To Purchaseintention Case Study: Oppo Smartphone. Business and Entrepreneurial Review, 17(2), 183–196.
Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020). The effect of service quality, perceived value and mediating effect of brand image on brand trust. Jurnal Manajemen Dan Kewirausahaan, 22(1), 45–56.
Wijaya, E., & Warnadi, W. (2019). Factors Influencing Online Purchase Decisions on Shopee: The Impact of E-Commerce. Procuratio: Scientific Journal of Management, 7(2), 152–164.
Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183–198.
Xie, Y., Batra, R., & Peng, S. (2015). An extended model of preference formation between global and local brands: The roles of identity expressiveness, trust, and affect. Journal of International Marketing, 23(1), 50–71.
Yan, L., Xiaojun, F., Li, J., & Dong, X. (2019). Extrinsic cues, perceived quality, and purchase intention for private labels: Evidence from the Chinese market. Asia Pacific Journal of Marketing and Logistics.
Yu, W., Han, X., Ding, L., & He, M. (2021). Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention. Journal of Retailing and Consumer Services, 59, 102377.
Zhu, B., Kowatthanakul, S., & Satanasavapak, P. (2020). Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus-Organism-Response (SOR) model. International Journal of Retail & Distribution Management, 48(1), 53–69.
Zhu, L., Li, H., Wang, F.-K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (SOR) framework. Aslib Journal of Information Management, 72(4), 463–488.
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Published
2024-08-13
How to Cite
Sabilla Raihanah, Osly Usman, & Rahmi. (2024). The Effect of Brand Image and Perceived Quality on Purchase Intention with Brand Trust as Intervening Variable Studies on Marketplace Users. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 2(1). Retrieved from https://journal.unj.ac.id/unj/index.php/isc-beam/article/view/47091
