Page 757 - MARSIUM'21 COMP OF PAPER

736 Alya (2022)

2.3 HYPOTHESIS DEVELOPMENT

2.3.1 THE EFFECT OF BRAND AWARENESS ON PURCHASE INTENTION

According to previous research on brand awareness, there is a positive relationship between brand awareness and purchase decisions
(Khuong & Tram, 2015; Novansa & Ali, 2017). Raising brand awareness is the first step in developing a product brand (Ardiansyah &
Sarwoko, 2020). In addition, brand awareness influences customer behaviour by delivering three benefits, according to Keller (2003):
learning, consideration, and choice (Harwani & Sakinah, 2020). Brand awareness refers to consumers who are aware of a company's
existence. Brand awareness has an impact on purchase intention, and the more a brand's customer awareness, the higher the buy intention
(Harwani & Sakinah, 2020). Jung & Seock (2016), Kumar & Gupta (2016), and Siali et al. (2019) cited in Ardiansyah & Sarwoko, (2020)
stated that increasing brand awareness will increase the possibility of considering brands while making purchases. Simply said, the
greater the level of awareness of a particular brand, the greater the likelihood of that brand being purchased (Ardiansyah & Sarwoko,
2020).
H1: Brand awareness has a significant effect on customer’ purchase intention

2.3.2 THE EFFECT OF BRAND ASSOCIATION ON PURCHASE INTENTION

A strong brand connection increased the likelihood of repeat purchases by increasing consumer satisfaction with the brand in comparison
to its competitors (Pan et al., 2004). Because they were perceived as having fewer risks, the majority of consumers purchased products
with a positive brand image and a good brand association (Simonian et al., 2012 cited in Kasornbua & Pinsame, 2019). Brand association
effect on purchase intention partially. According to the findings of Apriyani, brand association has a positive and significant impact on
purchasing decisions. This means, the higher the brand association the higher the level of purchase decisions that continue (Ali, 2017).
Most previous research looked at the impact of brand association on customer purchase intent and found a strong link between the two
(Tariq et al., 2013 cited in Mirabi et al., 2015). In Zeeshan (2013) research, he discovered that brand association had a considerable
impact on customer's purchasing intent. However, according to Divolf (2005), high brand awareness is more likely to lead to high
customer brand association (Mirabi et al., 2015). Hernández and Küster (2012) found that a person's attitude regarding a brand has a big
impact on their purchase intent (Mirabi et al., 2015). Furthermore, Wang & Tsai (2014); Berbel-Pineda et al., (2018) also discovered that
brand association enhanced consumers' purchase intent. Customers who had a favourable picture of a brand intended to acquire the
product, according to Wiyadi & Ayunintyas's (2019) results. This is because the brand association symbolised the product's beliefs, ideas,
and impressions. As a result, entrepreneurs or business owners have to increase the brand image's worth or value by various marketing
or promotions (Kasornbua & Pinsame, 2019).

H2: Brand association has a significant effect on customer’ purchase intention

2.3.3 THE EFFECT OF PERCEIVED QUALITY ON PURCHASE INTENTION

Consumers would compare the perceived quality of alternatives in terms of price within the same category because perceived quality
was a critical factor in their purchasing decision (Jin & Suh, 2005 cited in Kasornbua & Pinsame, 2019). Perceived quality is a vague
and intangible impression of a brand. Perceived quality, on the other hand, is frequently dependent on essential parameters such as
product specifications (reliability, performance and brand) (Mirabi et al., 2015). In addition, perceived quality also refers to a consumer's
perception and attitude toward a brand, which has an impact on their buy intent (K. Keller & Lehmann 2003). Furthermore, the higher a
customer's sense of a brand's quality or superiority, the more likely they are to purchase it (Aaker 1991 cited in Brzozowska-woś, 2013).
Product quality is an important consideration when determining purchase intent. Customers would first evaluate the product's quality
before making a purchasing decision. They would intend to buy if they considered the product quality was reasonable for the price
(Tee et al., 2015 cited in Kasornbua & Pinsame, 2019). In other words, the perceived quality of a company's product had a direct impact
on its reputation. As a result of the firm's high-quality items, customers trusted them and expressed happiness (Davis et al., 2003 cited in
Kasornbua & Pinsame, 2019). Moreover, product quality was a criterion for determining a product's toughness and dependability, which
helped to distinguish competitive items from those of competitors (Kasornbua & Pinsame, 2019). The effect of product quality on
purchase intention was studied by Jalilvand et al. (2011) (Mirabi et al., 2015). They collected 242 questionnaires and discovered that
product quality influences purchase intent in a significant and beneficial way. A number of previous studies have discovered that the
quality of a brand influences a customer's decision to buy (Mirabi et al., 2015).

H3: Perceived quality has a significant effect on customer’ purchase intention

2.3.4 THE EFFECT OF BRAND LOYALTY ON PURCHASE INTENTION

In strategic marketing, brand loyalty has long been regarded as a crucial idea. Loyal customers share good news about the product through
word of mouth (Thompson & Sinha, 2008 cited in Ahmad & Suki, 2020). Branding has a critical role in retaining a company's

736