Peran Penjual Perantara terhadap Minat Beli Pembalut Wanita Merek Bagus Nina

Authors

  • Cynthia Leona Bina Nusantara University
  • Retno Dewanti Bina Nusantara University
  • Andreas Chang Bina Nusantara University

DOI:

https://doi.org/10.21512/bbr.v5i2.1050

Keywords:

brand awareness, brand image, channel, purchase intention

Abstract

Conditions of intense competition and the number of competitors in the napkins industry are quite a lot, so that sanitary napkins manufacturers should be more serious in response to the amount of their market share. Similarly, with Bagus Nina which has a fairly low market share among competitors, this is because the presence of Bagus Nina are fairly new in the toiletries industry. To increase market share and sales, Bagus Nina must find out the purchase intention of their consumer, it is inseparable from the role of intermediaries or channel in distributing products to consumers. Based on that, it was urgently conducted a research about the influence of channel performance towards purchase intention with mediation by brand awareness and brand image with Bagus Nina user in Jabodetabek as the respondents. The purpose of the study is to determine the best path in the form of consumer purchase intention. This research is a descriptive study based on user survey. The method used in this study is path analysis approach with SPSS statistical software. The results of this research indicate that the channel has the effect, directly and indirectly to consumer purchase intention.

Dimensions

Plum Analytics

Author Biographies

Cynthia Leona, Bina Nusantara University

School of Business Management

Retno Dewanti, Bina Nusantara University

School of Business Management

Andreas Chang, Bina Nusantara University

School of Business Management

References

Jalilvand, M. & Samiei, N. (2012). The effect of electronic word of mouth on brand image and

purchase intention: An empirical study in the automobile industry in Iran. Marketing

Intelligence and Planning, 30(4), 460–476.

Jara, M. & Cliquet, G. (2012). Retail brand equity: Conceptualization and measurement. Journal of

Retailing and Consumer Services, 19(1), 140–149.

Kim, J. H. & Hyun, Y. J. (2011). A Model to investigate the influence of marketing-mix efforts and

corporate image on brand equity in the IT software sector. Industrial Marketing

Management, 40(3), 424–438.

Riduwan & Kuncoro, E. A. (2008). Cara Menggunakan dan Memaknai Analisis Jalur (Path

Analysis). Bandung: Alfabeta.

Severi, E. & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand

image, and perceived quality of brand equity. Canadian Center of Science and Education,

(3), 125–137.

Tong, D. Y. K., et al. (2011). Ladies’ purchase intention during retail shoes sales promotions.

International Journal of Retail & Distribution Management, 40(2), 90–108.

(2013). Top Brand Award. Diakses 20 September 2013 dari http://www.topbrand-award.com/topbrand-

survey/survey-result/top-brand-index-2013

Downloads

Published

2014-11-28
Abstract 381  .
PDF downloaded 309  .