Page 238 - MARSIUM'21 COMP OF PAPER

216 Geby Firstania Rolanda Rambe (2022)

2.1 Brand Image

A marketing professional's most distinguishing ability is his capacity to establish, maintain, preserve, and enhance brands. in
accordance with (Schonfeld, 2012), A brand is a method of referring to a name or symbol, such as a logo, trademark, or packaging design,
that is used to identify and differentiate the products or services of one producer or group of producers from those of rival manufacturers.
Additionally, inside (subratha,2022) indicates that brand image is defined as consumer views and preferences for brands, as represented in
the different brand associations that individuals have in their memory. While brand associations can take a variety of shapes, according to
(subratha,2022) can be separated into mystery, sensuality, and intimacy, all of which are derived from cognitive experiences. The brand
image is a representation of the brand's overall perception and is generated through knowledge and past experiences. The brand's image is
connected to attitudes expressed in the form of brand beliefs and preferences. Consumers that have a favourable perception of a brand are
more likely to purchase. (Smith,2022). like (Schonfeld,2012) According to this definition, brand image is a consumer's opinion of a brand
as described by brand associations stored in their memories.

2.1 Purchase Intention

Consumer purchasing interest develops as a result of the stimulation provided by the product he sees; interest in trying the product
develops into a desire to purchase it in order to obtain it. (Paget´s Disease of Bone, 2021). According to (E. Jerome McCarthy, Andrew A.
Brogowice, 2022), A person's purchasing interest is an impulse to acquire products or services in order to meet their requirements. Within
the (David,2016) says that consumer purchasing interest is a component of consumer behaviour in consuming attitudes, the proclivity of
respondents to act prior to making actual purchasing decisions. Furthermore, Jaafar et al. (2012) state that purchase intention is an accurate
predictor of the purchasing process. Additionally, if customers choose a certain retailer to purchase a product, they will be driven by their
objectives and will be distracted during the purchasing process by internal impulses and external surroundings (Jaafar et al., 2012). Thus,
consumer buying interest can be defined as an internal motivation for a person to make a purchase of a product or service with consideration
prior to the purchase process taking place.

2.3 Brand Images’ Attribute Factors On Purchase Intention

2.3.1 Brand Image

Based on three distinct traits, including mystique: cognitive experiences, sensuality: sensory experiences, and intimacy: emotional
experiences, (Todd, 2021) The author will expand on those brand image attributes in this section. in accordance with (Shopee, 2022) Mystery
weaves together narratives, metaphors, and symbols from the past, present, and future. Furthermore (Todd, 2021) "four key enigmatical
themes arose," he explained. 1) current pleasant experience; 2) positive recollections from previous positive experiences; and 3) future
ambitions 4) incongruity with oneself. According to the reviews above, mystery is a customer's personal experience produced by past and
current experiences with a certain brand that discloses aspects unrelated to the product, such as pricing and user image. Additionally, (Morris
and Elizabeth, 1982) sensuality is defined as the relational aspects of a customer's behaviour toward a certain brand based on a personal
experience. Sensuality is more focused on the five senses of customers, encouraging them to exercise caution while selecting products for a
business. Sensuality, as defined above, is a customer's sensual experience of a brand that is based on the customer's five senses, including
smell, hearing, tactile, and visual sensations, and results in an emotional relationship. Finally, in accordance with (Nicholas et al, 2016)
Intimacy may be defined as the brand's relationship with its customers; customers cannot adore a brand if the brand has never interacted with
them. Without connection, clients will not feel as if they have succeeded in acquiring ownership of the brand. Furthermore (Thelwall and

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