Pengaruh Persepsi Kualitas dan Kesadaran Merek terhadap Minat Beli Konsumen pada Merek Fashion Lokal Colorbox (Studi pada Mahasiswa di Kota Malang)
DOI:
https://doi.org/10.61722/jemba.v2i5.1324Keywords:
brand awareness, colorbox, fashion, perceived quality, purchase intentionAbstract
The fashion industry in Indonesia has been growing rapidly and significantly. It is because clothing fashion has become a part of lifestyle that cannot be separated form daily use. The perceived quality and brand awareness are the things that companies need to focus on to see the intensity of the consumer purchase intention. The perceived quality influences consumers perception about the quality of product or brand that they first see. Meanwhile, the brand awareness sees how far consumers know the brand. This research aims to analyze the influence of perceived quality and brand awareness on purchase intention in local fashion brand, Colorbox (study on college students in Malang City). The research approach was quantitative with an explanatory research design through a survey. The research showed a positive and significant effect on purchase intention. Then the hypothesis testing result that perceived quality and brand awareness had a positive and significant effect on purchase intention.
References
Abubakar, R. (2021). Pengantar Metodologi Penelitian. Yogyakarta: SUKA-Press UIN Sunan Kalijaga.
Arif, M., & Yani, S. A. (2023). Keputusan Pembelian Online: Peran Ecommerce dan Brand Awareness Dimediasi Dropshipping. Meda: UMSU Press.
Firmansyah, A. (2019). Pemasaran Produk dan Merek (Planning & STrategy). CV. PENERBIT QIARA MEDIA.
Folia, A. D., & yulianti, R. A. (2023). Analisis Sikap dan Minat Beli Konsumen terhadap Produk Fashion dengan menggunakan Brand Image Merek Lokal dan Impor. Business and Administration Journal, 2.
Ghazali, I. (t.thn.). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 edisi 9. Badan Penerbit Universitas Diponegoro.
Jorger, D. C., & Purwanto, S. (2024). Analisis Persepsi Kualitas dan Review Influencer terhadap Minat Beli pada Produk "BUTTONSCARVES" di Kota Surabaya. Jurnal Ilmiah Ilmu Pendidikan (JIIP). doi:10.54371/jiip.v7i10.5862
Juniad, M., Hou, F., Hussain, K., & Kirmani, A. A. (2019). Brand love: the emotional bridge between experience and engagement, generation-M perspective. Journal of Product & Brand Management. doi:https://doi.org/10.1108/JPBM-04-2018-1852
Khan, A., Mohammad, A. S., & Muhammad, S. (2020). An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in malaysia. Journal of Islamic Marketing. doi:10.1108/JIMA-11-2019-0236
Pandiangan, k., Masiyono, & Atmogo, Y. D. (2021). Faktor-Faktor yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty. Jurnal Ilmu Manajemen Terapan. doi:https://doi.org/10.31933/jimt.v2i4
Priansa, D. J. (2021). Perilaku Konsumen dalam persaingan Bisnis KOntemporer. Bandung: CV. Alfabeta.
Sahir, S. H. (2021). Metodologi penelitian. PENERBIT KBM INDONESIA.
Satriadi, Wanawir, hendrayani, E., & Nursaidah, L. S. (2021). Manajemen Pemasaran. Samudra Biru.
Sitorus, S. A., Wardana, A., & dkk. (2022). Brand Marketing: The Art of Branding. Bandung: CV. MEDIA SAINS INDONESIA.
Sunyoto, D. (2015). PERILAKU KONSUMEN DAN PEMASARAN. Yogyakarta: CAPS (Center of Academic Publishing Service).
Tsabitah, N., & Anggraeni, R. (2021). The Effect of Brand Image, brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand "This is April". doi:10.24002/kinerja.v25i2.4701
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
