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The Influence of Brand Image, Brand Trust, Perceived Quality and Perceived Value on Consumer Purchase Intention at Different Categories of Product

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Purchase intention is an important aspect frequently discussed in consumer behavior. This study, therefore, empirically addresses four factors, such as brand image, brand trust, perceived quality, and perceived value, which affect customer purchase intention at different categories of product, for both global and local brands. From the results of the synthesis with the same instrument, it is found that many previous researchers have investigated the top brands only. However, this study tries to investigate local brands and top brands simultaneously on convenience and shopping products. This study presents in-depth study and indicates the direction for the development of the study of consumer behavior in the future. The population of this study is in Surabaya and Sidoarjo, East Java province, Indonesia. The sampling technique is conducted using convenience sampling. The analysis techniques used are multiple regression analysis, multiple correlation coefficient analysis, multiple determination coefficient analysis, correlation coefficient analysis and partial determination. The results of this study prove that brand image has significant influence on purchase intention on sport shoes products and XX brand bread, but has no significant influence on purchase intention on XX brand camera and XX brand motorcycle. Brand trust has significant influence on purchase intention on XX brand bread and XX brand motorcycle, but has no significant influence on purchase intention on XX brand camera and XX brand motorcycle. Perceived quality has significant influence on purchase intention on sport shoes products, XX brand bread and XX brand camera, but has no significant influence on purchase intention on XX brand motorcycle. Perceived value has significant influence on purchase intention on XX brand bread and XX brand camera, but has no significant influence on purchase intention on sport shoes products and XX brand motorcycle. This study provides an understanding to the practitioners/marketers of sports shoes, XX brand bread, XX brand camera, and XX brand motorcycle related to consumer attitudes toward the purchase intention and how the implementation of brand image, brand trust, perceived quality and perceived value. The understanding is expected to be useful for making various policies that enable to increase purchase intention.
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Keywords: Brand Image; Brand Trust; Perceived Quality; Perceived Value; Purchase Intention

Document Type: Research Article

Affiliations: Department of Management, STIE Perbanas, Surabaya, Indonesia

Publication date: May 1, 2018

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