ISSN 2394-5125
 

Review Article 


HOW DOES BRAND AWARENESS AFFECT PURCHASE INTENTION IN MEDIATION BY PERCEIVED QUALITY AND BRAND LOYALTY?

Gusti Noorlitaria A, Fadillah Ridho Pangestu, Fitriansyah, Untung Surapati, Syahriful Mahsyar.

Abstract
The study is to investigate the impact of brand awareness on purchase intention which mediated by the perceived quality and brand loyalty. The study was conducted in Samarinda City fast-food restaurant. This research collected and processed 80 respondents by using a questionnaire method. The questionnaires itself were using a Likert scale which was used to measure 16 indicators based on the PLS analysis method. The result found that brand awareness affects and has a significant effect on purchase intention and brand loyalty. Brand loyalty has a positive and significant effect on purchase intention. Brand awareness has a positive and significant effect on perceived quality. Perceived quality has a positive and significant effect on brand loyalty and purchase intention. Brand loyalty can mediate the perceived quality of purchase intention while perceived quality can mediate brand awareness of purchase intention.

Key words: brand awareness, brand loyalty, perceived quality, purchase intention.


 
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How to Cite this Article
Pubmed Style

Gusti Noorlitaria A, Fadillah Ridho Pangestu, Fitriansyah, Untung Surapati, Syahriful Mahsyar. HOW DOES BRAND AWARENESS AFFECT PURCHASE INTENTION IN MEDIATION BY PERCEIVED QUALITY AND BRAND LOYALTY? . JCR. 2020; 7(2): 103-109. doi:10.31838/jcr.07.02.20


Web Style

Gusti Noorlitaria A, Fadillah Ridho Pangestu, Fitriansyah, Untung Surapati, Syahriful Mahsyar. HOW DOES BRAND AWARENESS AFFECT PURCHASE INTENTION IN MEDIATION BY PERCEIVED QUALITY AND BRAND LOYALTY? . http://www.jcreview.com/?mno=85877 [Access: April 17, 2021]. doi:10.31838/jcr.07.02.20


AMA (American Medical Association) Style

Gusti Noorlitaria A, Fadillah Ridho Pangestu, Fitriansyah, Untung Surapati, Syahriful Mahsyar. HOW DOES BRAND AWARENESS AFFECT PURCHASE INTENTION IN MEDIATION BY PERCEIVED QUALITY AND BRAND LOYALTY? . JCR. 2020; 7(2): 103-109. doi:10.31838/jcr.07.02.20



Vancouver/ICMJE Style

Gusti Noorlitaria A, Fadillah Ridho Pangestu, Fitriansyah, Untung Surapati, Syahriful Mahsyar. HOW DOES BRAND AWARENESS AFFECT PURCHASE INTENTION IN MEDIATION BY PERCEIVED QUALITY AND BRAND LOYALTY? . JCR. (2020), [cited April 17, 2021]; 7(2): 103-109. doi:10.31838/jcr.07.02.20



Harvard Style

Gusti Noorlitaria A, Fadillah Ridho Pangestu, Fitriansyah, Untung Surapati, Syahriful Mahsyar (2020) HOW DOES BRAND AWARENESS AFFECT PURCHASE INTENTION IN MEDIATION BY PERCEIVED QUALITY AND BRAND LOYALTY? . JCR, 7 (2), 103-109. doi:10.31838/jcr.07.02.20



Turabian Style

Gusti Noorlitaria A, Fadillah Ridho Pangestu, Fitriansyah, Untung Surapati, Syahriful Mahsyar. 2020. HOW DOES BRAND AWARENESS AFFECT PURCHASE INTENTION IN MEDIATION BY PERCEIVED QUALITY AND BRAND LOYALTY? . Journal of Critical Reviews, 7 (2), 103-109. doi:10.31838/jcr.07.02.20



Chicago Style

Gusti Noorlitaria A, Fadillah Ridho Pangestu, Fitriansyah, Untung Surapati, Syahriful Mahsyar. "HOW DOES BRAND AWARENESS AFFECT PURCHASE INTENTION IN MEDIATION BY PERCEIVED QUALITY AND BRAND LOYALTY? ." Journal of Critical Reviews 7 (2020), 103-109. doi:10.31838/jcr.07.02.20



MLA (The Modern Language Association) Style

Gusti Noorlitaria A, Fadillah Ridho Pangestu, Fitriansyah, Untung Surapati, Syahriful Mahsyar. "HOW DOES BRAND AWARENESS AFFECT PURCHASE INTENTION IN MEDIATION BY PERCEIVED QUALITY AND BRAND LOYALTY? ." Journal of Critical Reviews 7.2 (2020), 103-109. Print. doi:10.31838/jcr.07.02.20



APA (American Psychological Association) Style

Gusti Noorlitaria A, Fadillah Ridho Pangestu, Fitriansyah, Untung Surapati, Syahriful Mahsyar (2020) HOW DOES BRAND AWARENESS AFFECT PURCHASE INTENTION IN MEDIATION BY PERCEIVED QUALITY AND BRAND LOYALTY? . Journal of Critical Reviews, 7 (2), 103-109. doi:10.31838/jcr.07.02.20