Page 489 - MARSIUM'21 COMP OF PAPER

Muhammad Amirul Asraf Bin Sungip (2022)

purchasing decisions. Purchase intention is the process of consumers planning to buy a product or service after seeing an
advertisement on any platform (Huarng et al., 2010). Positive buying intentions strengthen consumers' desire to maintain
business relationships with sellers [Moorman et al. (1992) in Chi (2009)]. The sales ratio will increase when the level of
purchase intention is high (Dodds et al., 1991). Zeithaml (2000) agreed that product price and perceived value influence
consumer purchase intent. When consumers decide to buy a product or service, they first assess the product's quality before
deciding to buy it. The higher the perceived value of a product, the higher the purchase intention (Akkucuk and Esmaeili,
2016). It has been shown and demonstrated in previous research that increasing purchase intention increases the likelihood
of a consumer purchasing a product or a service, thereby increasing brand engagement.

2.4 Brand Awareness

According to Alkhawaldeh (2017), brand awareness is a super definition which includes potential of being
remembered or recognized, brand acquaintance, ideas and information regarding the product. Product with high brand
awareness will contribute to high brand trust and also increase the purchase intention among consumers (Alkhawaldeh,
2017). Sääksjärvi and Samiee (2011) found that consumer might have a favorable evaluation toward the product that they
encounter which is unfamiliar to them as long as the product has high level of brand awareness. During a purchase activity,
the brand which has low brand awareness level or a brand which is less popular tend to have positive consideration among
consumers (Aaker, 2014). According to numbers of previous study, it has been proved that brand awareness has a direct
influence towards purchase intention of consumers [e.g. Jacoby et al. (1985); Zeithaml (1988); Dodds et al. (1991); Yoo
and Donthu (1997); Washburn and Plank (2002)]. Dodds (2015) also found that the purchase intention is highly dependent
on brand awareness of a product or service. According to Cobb-Walgren et al. (2017), product or service with higher brand
awareness will lead to higher brand preference and also purchase intention where in shows that purchase intention of
consumers is highly influenced by the level of brand awareness of a particular brand. Brown et al. (2011) argued that
consumers tend to purchase familiar brand or famous brand compared to unfamiliar brand. The purchase intention of
consumer will be boosted when the level of brand awareness of a particular product or service is high and at the same time
the price of it is slightly reduced where the perceived value or perceived profits is also increased (Rao, 2013) and (Kukar-
Kinney et al., 2012). The statements above represent the relation between brand awareness and purchase intention of
consumer. Thus,

H1: Brand awareness has positive impact on purchase intention toward workers’ dormitory service.

2.5 Perceived Quality

According to Wu & Ho, (2014), perceived quality is defined as judgement created when consumers deals with
the relevant clues conscious or unconsciously. According to Bhuian (1997), Perceived quality is defined as consumers'
judgement or evaluation of the the pros and cons associated with the product's functions or consistency of a product's
specifications. From the model of the causal relational model of value, perceived quality, and perceived value by Zeithaml
(2000) and another model perceived quality, perceived value and purchase intention by Rao and Monroe (2003), is has been
found that purchase intention of consumers is highly influenced by perceived quality of a product or a service. This is where
the level of purchase intention will increase when the level of perceived quality and perceived value of a product or service
also increase where perceived quality indirectly influence the purchase intention. Moreover, based on a research made by
[Dodds (2015); Jacoby et al., 1985; Jacoby and Morrin, 2015)], they argued that consumers’ purchase intention is positively
influenced by the perceived quality of a product or service. In addition, according to Tsiotsou (2006), it has been discovered
that the purchase intention of consumers is influenced by perceived quality direct and indirectly instantaneously. In terms of
practicality or practical experience, when the perceived quality of a product or service is strong, the consumer's purchasing
intention will increase. As a result, the following hypothesis was developed:

H2: Consumers’ perceived quality has a positive impact on the purchase intention of workers’ dormitory service

2.6 Perceived Value

As stated by Kuo et al., (2009), consumer's overall evaluation of the usability of a product or service based on
perceptions of what is received and what is given is referred to as perceived value. Perceived value is a combination of
perceived benefits and perceived costs (Wirtz & Lovelock, 2016). According to Kuo et al., (2009), The determination of
consumer perceived value for a product or service is essential for companies to achieve or obtain competitive advantage
over its competitors. While it is also an important measurement index of consumers’ repurchase intention of a product or
service [Parasuraman and Grewal, (2000); Petrick (2002); Woodruff (1999)]. The purchase intention of consumers towards
products or services will be generated from perceived value (Dodds, 2015). According to [Zeithaml (2000); Grewal (2000);
Dodds et al. (1991)], the difference between perceived profit and cost of a product or a service will determine and influence
the purchase intention of consumers. Numbers of research argued that the relationship between perceived value and

468