Triggers of consumer purchasing decisions by the brand image with product quality moderating empirical studies on fastron ecogreen products
Article Sidebar
Published:
Aug 30, 2023
Keywords:
Purchase Decision, Product Quality, Brand Image
Section
Decision Support System
Statistics Article
Article View : 95 Times
Main Article Content
Abstract
The tight business competition in the product and service industry requires companies to be able to create something different. This study aims to test and analyze improving purchasing decisions on Fastron Ecogreen brand oil products which are influenced by brand image and moderated by product quality. The method used in this research is the descriptive quantitative method with a survey approach. 150 research sample respondents. Survey of research objects in three attack workshops that use Fastron Ecogreen lubricants. The results of this study indicate that brand image has a significant effect on purchasing decisions, product quality has a significant effect on buying decisions, and product quality can moderate significantly strengthen the influence of brand image on purchasing decisions. In this context, this research is expected to make a theoretical contribution to the literature
Downloads
Download data is not yet available.
Article Details
How to Cite
Bahrudin, U., Nurparija, N. and Haryadi, D. . (2023) “Triggers of consumer purchasing decisions by the brand image with product quality moderating empirical studies on fastron ecogreen products”, Jurnal Mantik, 7(2), pp. 597-604. doi: 10.35335/mantik.v7i2.3881.
References
Ahsan, A., Ahmad, K., Ahamed, J., Omar, M., Amali, K., Ahmad, B. Ahmad, B. (2023). PAPQ?: Predictive Analytics of Product Quality in Industry 4 . 0. Sustainable Operations and Computers. https://doi.org/10.1016/j.susoc.2023.02.001
Alzate, M., Arce-Urriza, M., & Cebollada, J. (2022). Mining the text of online consumer reviews to analyze the brand image and positioning. Journal of Retailing and Consumer Services, 67(January), 102989. https://doi.org/10.1016/j.jretconser.2022.102989
Anderson, K. C., & Laverie, D. A. (2022). In the consumers’ eye: A mixed-method approach to understanding how VR-Content influences unbranded product quality perceptions. Journal of Retailing and Consumer Services, 67(December 2021), 102977. https://doi.org/10.1016/j.jretconser.2022.102977
Balmer, J. M. T., Lin, Z., Chen, W., & He, X. (2020). The role of corporate brand image for B2B relationships of logistics service providers in China. Journal of Business Research, 117(January 2018), 850–861. https://doi.org/10.1016/j.jbusres.2020.03.043
Bayunitri, B. I., & Putri, S. (2016). The Effectiveness of Visualization of the Logo towards Brand Awareness (Customer Surveys on Product “Peter Says Denim”). Procedia - Social and Behavioral Sciences, 219, 134–139. https://doi.org/10.1016/j.sbspro.2016.04.054
Chen, Y., & Liu, B. (2023). Advertising and pricing decisions for signaling crowdfunding products’ quality. Computers and Industrial Engineering, 176(December 2022), 108947. https://doi.org/10.1016/j.cie.2022.108947
Dabbous, A., & Barakat, K. A. (2020). Bridging the online-offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53(October 2019), 101966. https://doi.org/10.1016/j.jretconser.2019.101966
Ghozali. I & Latan. H. (2015). Partial Least Square, Konsep, Teknik dan Aplikasi Menggunakan Program Smart PLS 3.0 (2nd ed.). Semrang: Universitas Diponegoro Semarang.
Godsey, J. A., Houghton, D. M., & Hayes, T. (2020). Registered nurse perceptions of factors contributing to the inconsistent brand image of the nursing profession. Nursing Outlook, 68(6), 808–821. https://doi.org/10.1016/j.outlook.2020.06.005
Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, the perceived value from mini and supermarket retail stores. Journal of Retailing and Consumer Services, 55(July 2019), 102117. https://doi.org/10.1016/j.jretconser.2020.102117
Haryadi, D., Haerofiatna, & Alfarizi, A. W. (2022). The Role of After Sales Service on Customer Loyalty Mediated by Customer Satisfaction. ECo-Buss, 5(2), 583–592.
Huang, Y. C. (2022). How marketing strategy, perceived value, and brand image influence WOM outcomes—The sharing economy perspective. Journal of Retailing and Consumer Services, 68(July), 103071. https://doi.org/10.1016/j.jretconser.2022.103071
Kim, K., Kwon, H. Ah, Park, J., Lee, H., & Choi, Y. (2023). Thermal treatment of petroleum-contaminated marine sediment according to oxygen availability and temperature: Product quality as a potential plant-growth medium. Chemosphere, 324, 138347. https://doi.org/10.1016/j.chemosphere.2023.138347
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). United States: Pearson Education Limited.
Kurniasih, D., Haryadi, D., & Wahyudi, W. (2023). An empirical study in building brand loyalty in wardah cosmetics. Enrichment: Journal of Management, 12(6), 4678–4684.
Li, G., Egger, P. H., Li, J., & Wu, H. (2022). Exporting firms’ factor and product-quality adjustments in response to employment protection legislation: Evidence from China. China Economic Review, 73(February), 101801. https://doi.org/10.1016/j.chieco.2022.101801
Lin, Y. H., Lin, F. J., & Wang, K. H. (2021). The effect of social mission on service quality and brand image. Journal of Business Research, 132(June 2020), 744–752. https://doi.org/10.1016/j.jbusres.2020.10.054
Nurwendi, W., & Haryadi, D. (2022). Peran Ambidexterity Organisasi Sebagai Variabel Intervening Dalam Meningkatkan Kinerja Pemasaran UMKM Di Masa Covid-19. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 47–64. https://doi.org/10.46367/iqtishaduna.v11i1.513
Pierce, G., & Connolly, R. (2023). Disparities in the “who” and “where” of the vehicle purchase decision-making process for lower-income households. Travel Behaviour and Society, 31(December 2021), 363–373. https://doi.org/10.1016/j.tbs.2023.02.003
Qomariyah, L., & Haryadi, D. (2022). Meningkatkan Loyalitas Merek Dengan Pengalaman Merek Melalui Cinta Merek dan Kepercayaan Merek. Jurnal Ilmiah Manajemen Dan Bisnis, 23(1), 38–57. Retrieved from http://dx.doi.org/10.30596/jimb.v23i1.9421
Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Rifai, H. A., Kumadji, S., & Yulianto, E. (2016). PENGARUH PERLUASAN MEREK TERHADAP CITRA MEREK DAN DAMPAKNYA TERHADAP MINAT BELI (Survei pada Pengguna Produk Induk Merek Lifebuoy pada Mahasiswa S1 dan D3 Universitas Brawijaya. Jurnal Administrasi Bisnis (JAB), 35(1), 120–126.
Staniewski, M., & Awruk, K. (2022). The influence of Instagram on mental well-being and purchasing decisions in a pandemic. Technological Forecasting and Social Change, 174, 121287. https://doi.org/10.1016/j.techfore.2021.121287
Syreyshchikova, N. V., Pimenov, D. Y., Yaroslavova, E. N., Gupta, M. K., Sharma, S., & Giasin, K. (2021). Product quality planning in laser metal processing based on open innovation using quality function deployment. Journal of Open Innovation: Technology, Market, and Complexity, 7(4), 240. https://doi.org/10.3390/joitmc7040240
Tan, Y., Geng, S., Katsumata, S., & Xiong, X. (2021). The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing. Journal of Retailing and Consumer Services, 63(July), 102696. https://doi.org/10.1016/j.jretconser.2021.102696
Xiao, Y. X., & Zhang, R. Q. (2023). Supply chain network equilibrium considering coordination between after-sale service and product quality. Computers and Industrial Engineering, 175(December 2019), 108848. https://doi.org/10.1016/j.cie.2022.108848
Yeo, S. F., Tan, C. L., Kumar, A., Tan, K. H., & Wong, J. K. (2022). Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in the digitalization era–A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177(January). https://doi.org/10.1016/j.techfore.2022.121551
Yufei, G., Arshad, M. U., Xinya, G., & Yuanfeng, Z. (2022). An empirical study of the key factors affecting herders’ purchasing decision on weather index insurance—A case study from inner Mongolia autonomous region, China. Heliyon, 8(11), e11881. https://doi.org/10.1016/j.heliyon.2022.e11881
Zhang, T., Su, Y., & Wang, N. (2023). Product quality improvement under retailer-direct financing: Effects of attitudes toward extreme weather. International Journal of Production Economics, 257(February 2022), 108755. https://doi.org/10.1016/j.ijpe.2022.108755
Alzate, M., Arce-Urriza, M., & Cebollada, J. (2022). Mining the text of online consumer reviews to analyze the brand image and positioning. Journal of Retailing and Consumer Services, 67(January), 102989. https://doi.org/10.1016/j.jretconser.2022.102989
Anderson, K. C., & Laverie, D. A. (2022). In the consumers’ eye: A mixed-method approach to understanding how VR-Content influences unbranded product quality perceptions. Journal of Retailing and Consumer Services, 67(December 2021), 102977. https://doi.org/10.1016/j.jretconser.2022.102977
Balmer, J. M. T., Lin, Z., Chen, W., & He, X. (2020). The role of corporate brand image for B2B relationships of logistics service providers in China. Journal of Business Research, 117(January 2018), 850–861. https://doi.org/10.1016/j.jbusres.2020.03.043
Bayunitri, B. I., & Putri, S. (2016). The Effectiveness of Visualization of the Logo towards Brand Awareness (Customer Surveys on Product “Peter Says Denim”). Procedia - Social and Behavioral Sciences, 219, 134–139. https://doi.org/10.1016/j.sbspro.2016.04.054
Chen, Y., & Liu, B. (2023). Advertising and pricing decisions for signaling crowdfunding products’ quality. Computers and Industrial Engineering, 176(December 2022), 108947. https://doi.org/10.1016/j.cie.2022.108947
Dabbous, A., & Barakat, K. A. (2020). Bridging the online-offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53(October 2019), 101966. https://doi.org/10.1016/j.jretconser.2019.101966
Ghozali. I & Latan. H. (2015). Partial Least Square, Konsep, Teknik dan Aplikasi Menggunakan Program Smart PLS 3.0 (2nd ed.). Semrang: Universitas Diponegoro Semarang.
Godsey, J. A., Houghton, D. M., & Hayes, T. (2020). Registered nurse perceptions of factors contributing to the inconsistent brand image of the nursing profession. Nursing Outlook, 68(6), 808–821. https://doi.org/10.1016/j.outlook.2020.06.005
Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, the perceived value from mini and supermarket retail stores. Journal of Retailing and Consumer Services, 55(July 2019), 102117. https://doi.org/10.1016/j.jretconser.2020.102117
Haryadi, D., Haerofiatna, & Alfarizi, A. W. (2022). The Role of After Sales Service on Customer Loyalty Mediated by Customer Satisfaction. ECo-Buss, 5(2), 583–592.
Huang, Y. C. (2022). How marketing strategy, perceived value, and brand image influence WOM outcomes—The sharing economy perspective. Journal of Retailing and Consumer Services, 68(July), 103071. https://doi.org/10.1016/j.jretconser.2022.103071
Kim, K., Kwon, H. Ah, Park, J., Lee, H., & Choi, Y. (2023). Thermal treatment of petroleum-contaminated marine sediment according to oxygen availability and temperature: Product quality as a potential plant-growth medium. Chemosphere, 324, 138347. https://doi.org/10.1016/j.chemosphere.2023.138347
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). United States: Pearson Education Limited.
Kurniasih, D., Haryadi, D., & Wahyudi, W. (2023). An empirical study in building brand loyalty in wardah cosmetics. Enrichment: Journal of Management, 12(6), 4678–4684.
Li, G., Egger, P. H., Li, J., & Wu, H. (2022). Exporting firms’ factor and product-quality adjustments in response to employment protection legislation: Evidence from China. China Economic Review, 73(February), 101801. https://doi.org/10.1016/j.chieco.2022.101801
Lin, Y. H., Lin, F. J., & Wang, K. H. (2021). The effect of social mission on service quality and brand image. Journal of Business Research, 132(June 2020), 744–752. https://doi.org/10.1016/j.jbusres.2020.10.054
Nurwendi, W., & Haryadi, D. (2022). Peran Ambidexterity Organisasi Sebagai Variabel Intervening Dalam Meningkatkan Kinerja Pemasaran UMKM Di Masa Covid-19. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 47–64. https://doi.org/10.46367/iqtishaduna.v11i1.513
Pierce, G., & Connolly, R. (2023). Disparities in the “who” and “where” of the vehicle purchase decision-making process for lower-income households. Travel Behaviour and Society, 31(December 2021), 363–373. https://doi.org/10.1016/j.tbs.2023.02.003
Qomariyah, L., & Haryadi, D. (2022). Meningkatkan Loyalitas Merek Dengan Pengalaman Merek Melalui Cinta Merek dan Kepercayaan Merek. Jurnal Ilmiah Manajemen Dan Bisnis, 23(1), 38–57. Retrieved from http://dx.doi.org/10.30596/jimb.v23i1.9421
Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Rifai, H. A., Kumadji, S., & Yulianto, E. (2016). PENGARUH PERLUASAN MEREK TERHADAP CITRA MEREK DAN DAMPAKNYA TERHADAP MINAT BELI (Survei pada Pengguna Produk Induk Merek Lifebuoy pada Mahasiswa S1 dan D3 Universitas Brawijaya. Jurnal Administrasi Bisnis (JAB), 35(1), 120–126.
Staniewski, M., & Awruk, K. (2022). The influence of Instagram on mental well-being and purchasing decisions in a pandemic. Technological Forecasting and Social Change, 174, 121287. https://doi.org/10.1016/j.techfore.2021.121287
Syreyshchikova, N. V., Pimenov, D. Y., Yaroslavova, E. N., Gupta, M. K., Sharma, S., & Giasin, K. (2021). Product quality planning in laser metal processing based on open innovation using quality function deployment. Journal of Open Innovation: Technology, Market, and Complexity, 7(4), 240. https://doi.org/10.3390/joitmc7040240
Tan, Y., Geng, S., Katsumata, S., & Xiong, X. (2021). The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing. Journal of Retailing and Consumer Services, 63(July), 102696. https://doi.org/10.1016/j.jretconser.2021.102696
Xiao, Y. X., & Zhang, R. Q. (2023). Supply chain network equilibrium considering coordination between after-sale service and product quality. Computers and Industrial Engineering, 175(December 2019), 108848. https://doi.org/10.1016/j.cie.2022.108848
Yeo, S. F., Tan, C. L., Kumar, A., Tan, K. H., & Wong, J. K. (2022). Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in the digitalization era–A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177(January). https://doi.org/10.1016/j.techfore.2022.121551
Yufei, G., Arshad, M. U., Xinya, G., & Yuanfeng, Z. (2022). An empirical study of the key factors affecting herders’ purchasing decision on weather index insurance—A case study from inner Mongolia autonomous region, China. Heliyon, 8(11), e11881. https://doi.org/10.1016/j.heliyon.2022.e11881
Zhang, T., Su, Y., & Wang, N. (2023). Product quality improvement under retailer-direct financing: Effects of attitudes toward extreme weather. International Journal of Production Economics, 257(February 2022), 108755. https://doi.org/10.1016/j.ijpe.2022.108755
Copyright and Licensing
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.