The effect of brand image on customer's purchase intention: mediating role of brand preference and moderating effect of product innovation : A study in semen Indonesia group in Jakarta area

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Muhammad, Sri Ginanjar (2021) The effect of brand image on customer's purchase intention: mediating role of brand preference and moderating effect of product innovation : A study in semen Indonesia group in Jakarta area. Undergraduate thesis, IPMI Business School.

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Abstract

Despite the great prospect of the ready-mix industry, the SIG ready-mix market share is showing decreasing trend. the competition in the Indonesian ready-mix industry is tight, more than 180 producers are competing in the industry. to survive in such a condition, a ready-mix company needs to have a deep understanding of the factors that influence customer purchase intention. the objective of this research is to investigate the relationship between brand image, brand preference, product innovation, and purchase intention in the Indonesian ready-mix industry. although many kids of research have been conducted to studied purchase intention, few of them employ brand preference to mediates the relationship between brand image and purchase intention. This research contribution to the body of knowledge is to fill the gap by introducing brand preference as a mediator and product innovation as a moderator. The dimensions of brand image are consisting of functional, symbolic, and experiential, while the dimensions of product innovation are measured based on the new product, service innovation, technology innovation, and market innovation. Purposive sampling technique is applied to acquire 65 samples of SIG's ready-mix customers based in the Jakarta area by using an online questionnaire. Data is analyzed using SEM. This research concludes that brand image has a positive significant impact of purchase intention. This research also reveals that brand preference partially mediates the relationship[ between bran image and purchase intention, while product innovation does not moderate the relationship between bran image and purchase intention.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HJ Public Finance
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 16 Dec 2021 08:26
Last Modified: 16 Dec 2021 08:26
URI: http://repository.ipmi.ac.id/id/eprint/1337

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