The Effect of Brand Awareness, Perceived Quality, and Brand Attitude Toward Purchase Intention of Biscuit Oreo in Surabaya

Journal of Business & Banking Pub Date : 2019-04-19 DOI:10.14414/JBB.V8I2.1548

Claudia Bimantari

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引用次数: 2

Abstract

This study aims to determine the effect of Brand Awareness, Perceived Quality, and Brand Attitude toward Purchase Intention of Biscuit Oreo in Surabaya. This research is a survey one with causal relationship constructs, so questionnaire is the main data source. Questionnaire measured with Likert scale and then data analysis done using structural equation model using Amos 22.0 program. The results showed that Brand Awareness significantly influence Perceived Quality because the standardized regression weight is 0.354 with value of C.R of 2.974 and p value of 0.003. Brand Awareness Significantly influence Purchase Intention because standardized regression weight is 0.486 with value of C.R of 3.756 and p value of 0.000. Perceived Quality significant influence Brand Attitude because standardized regression weight is 0.311 with value of C.R of 2.618 and p value of 0.009. Perceived Quality does not significantly influence Purchase Intention because standardized regression weight is 0.236 with value of C.R of 1.905 and p value of 0.057. Brand Attitude significantly influence Purchase Intention because standardized regression weight is 0.226 with a value of C.R of 2.015 and p value of 0.044

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品牌意识、感知质量、品牌态度对泗水地区奥利奥饼干购买意愿的影响

本研究旨在确定品牌意识、感知品质和品牌态度对泗水地区奥利奥饼干购买意愿的影响。本研究是一项具有因果关系结构的调查研究，因此问卷是主要的数据来源。问卷采用李克特量表测量，数据分析采用结构方程模型，采用Amos 22.0程序。结果表明，Brand Awareness显著影响Perceived Quality，标准化回归权值为0.354,C.R值为2.974,p值为0.003。品牌意识显著影响购买意愿，标准化回归权值为0.486,C.R值为3.756,p值为0.000。感知质量显著影响品牌态度，标准化回归权值为0.311,C.R值为2.618,p值为0.009。感知质量对购买意愿的影响不显著，标准化回归权值为0.236,C.R值为1.905,p值为0.057。品牌态度显著影响购买意愿，标准化回归权值为0.226,C.R值为2.015,p值为0.044

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Journal of Business & Banking

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