The Influence of Product Quality, Customer Experience, Price and Brand Image on Purchase Interest

Febi  Elinda Putri; Muslim Muslim

doi:10.47353/ijema.v2i1.159

Authors

Febi Elinda Putri Esa Unggul University, Indonesia
Muslim Esa Unggul University, Indonesia

DOI:

https://doi.org/10.47353/ijema.v2i1.159

Keywords:

product quality, customer experience, price, brand image, purchase interest

Abstract

Due to the increasingly rapid development of digital marketing or marketing via the internet and social media, it is possible for companies to communicate directly with customers without going through third parties. This research aims to observe the impact of digital marketing communications through word of mouth, which is usually seen by customers through product quality, customer experience, price, brand image through purchase interest which is the hypothesis in this research. Using quantitative methods and using Multiple Linear Regression data analysis with the help of SPSS software. The population in this study includes customers and consumers who have purchased and used products from Scarlett Whitening, using a purposive sampling technique of 88 respondents. Data collection was carried out online by distributing questionnaires in the form of google forms via social media. From the results of this research, it can be concluded that product quality does not have a positive influence on purchase interest, customer experience has a positive influence on purchase interest, price has a positive influence on purchase interest, brand image has a positive influence on purchase interest. This research suggests companies can organize marketing via social media better in order to get maximum results. The coefficient of determination value shows that the variables product quality, customer experience, price, brand image, are able to explain the purchase interest variable by 63.9%, while the remaining 36.1% is explained by other variables outside the model.

Downloads

Download data is not yet available.

References

Annarita, C., Fabio, C., & Marcello, S. (2023). Total Quality Management & Business Excellence Dual Quality And Limits To International Adaptation Of Product Quality : Development Of A Conceptual Framework And Research Agenda. Https://Doi.Org/10.1080/14783363.2022.2158804

Awal, R., Hossain, S., Arzin, T. A., Sheikh, I., & Haque, E. (2023). Application Of The Sobc Model To Study Customers ’ Online Purchase Intentions In An Emerging Economy During Covid-19 : Does Gender Matter ? Https://Doi.Org/10.1108/Prr-02- 2022-0014

Bagozzi, R. P., & Khoshnevis, M. (2023). How And When Brand Coolness Transforms Product Quality Judgments Into Positive Word Of Mouth And Intentions To Buy / Use Positive Word Of Mouth And Intentions To Buy / Use. Journal Of Marketing Theory And Practice, 31(4), 383–402. Https://Doi.Org/10.1080/10696679.2022.2081925

Bianchi, E., Bruno, J. M., & Sarabia-Sanchez, F. J. (2019). The Impact Of Perceived Csr On Corporate Reputation And Purchase Intention. 28(3), 206–221. Https://Doi.Org/10.1108/Ejmbe-12-2017-0068

Cakici, A. C., & Tekeli, S. (2022). The Mediating Effect Of Consumers ’ Price Level Perception And Emotions Towards Supermarkets. 31(1), 57–76. Https://Doi.Org/10.1108/Ejmbe-12-2020-0344

Dalziel, R. C., & De Klerk, N. (2020). Media And Group Influence On Generation Y Consumers’ Attitudes Towards Beauty Products. Spanish Journal Of Marketing - Esic, 25(1), 115–136. Https://Doi.Org/10.1108/Sjme-12-2019-0104

Ena, M. Y., Nyoko, A. E. L., & Ndoen, W. M. (2020). Pengaruh Persepsi Harga, Kualitas Pelayanan, Lokasi Dan Word Of Mouth Terhadap Keputusan Pembelian Di Chezz Cafenet. Journal Of Management : Small And Medium Enterprises (Smes), 10(3), 299–310. Https://Doi.Org/10.35508/Jom.V10i3.1998

Eriza, Z. N. (2017). Peran Mediasi Citra Merek Dan Persepsi Risiko Pada Hubungan Antara Electronic Word Of Mouth (E-Wom) Dan Minat Beli (Studi Pada Konsumen Kosmetik E-Commerce Di Solo Raya). Komuniti : Jurnal Komunikasi Dan Teknologi Informasi, 9(1), 14–24. Https://Doi.Org/10.23917/Komuniti.V9i1.3501

Erlinda. (2019). Pengaruh Citra Merek Dan Pengalaman Pelanggan Terhadap Penggemar Merek Kosmetik Wardah Di Kota Banda Aceh. Jurnal Ilmiah Manajemen Muhammadiyah Aceh, 9(1), 23–35. Https://Doi.Org/10.37598/Jimma.V9i1.971

Fernando, G. P., David, P. C., & Sergio, A. B. (2023). Effect Of Service Experience, Engagement And Satisfaction On The Future Intentions Of Customers Of A Sports Services. Heliyon, 9(7), E17850. Https://Doi.Org/10.1016/J.Heliyon.2023.E17850

Hartati, B. (2021). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Melalui Minat Beli Produk Cosmetics Jafra Pada Pt. Jafra Cosmetics Indonesia. Jurnal Manajemen Terapan Dan Keuangan, 10(01), 123–137. Https://Doi.Org/10.22437/Jmk.V10i01.12653

Huang, P. L., Lee, B. C. Y., & Chen, C. C. (2019). The Influence Of Service Quality On Customer Satisfaction And Loyalty In B2b Technology Service Industry. Total Quality Management And Business Excellence, 30(13–14), 1449–1465. Https://Doi.Org/10.1080/14783363.2017.1372184

H. (2023). Influence Of Thai Street Food Quality, Price, And Involvement On Traveler Behavioral Intention: Exploring Cultural Difference (Eastern Versus Western). Psychology Research And Behavior Management, 16, 223–240. Https://Doi.Org/10.2147/Prbm.S371806

Khalil, S. (2021). Marketing – Quality Interface : An Empirical Analysis Of Fmcg Customers Marketing – Quality Interface : An Empirical Analysis Of Fmcg Customers. Cogent Business & Management, 8(1). Https://Doi.Org/10.1080/23311975.2021.1885574

Li, X., Tse, Y. K., Zhang, M., & Phi, H. D. (2023). Impact Of Relocation Strategy On Brand Trustworthiness And Word-Of-Mouth: Experimental Vignette Research On The Us Fashion Industry. International Journal Of Production Economics, 257(October 2022), 108775. Https://Doi.Org/10.1016/J.Ijpe.2023.108775

Moliner-Tena, M. A., Monferrer-Tirado, D., Estrada-Guillen, M., & Vidal-Meliá, L. (2023). Memorable Customer Experiences And Autobiographical Memories: From Service Experience To Word Of Mouth. Journal Of Retailing And Consumer Services, 72(January). Https://Doi.Org/10.1016/J.Jretconser.2023.103290

Ngoma, M., & Ntale, P. D. (2019). Word Of Mouth Communication : A Mediator Of Relationship Marketing And Customer Loyalty Word Of Mouth Communication : A Mediator Of Relationship Marketing And Customer Loyalty. Cogent Business & Management, 6(1). Https://Doi.Org/10.1080/23311975.2019.1580123

Nurfitriana, S., & Iriani, F. (2018). Citra Merek, Kualitas Produk, Harga Dan Pengaruhnya Pada Minat Beli Ulang Produk Kecantikan Wardah. Sebatik, 22(2), 56–63. Https://Doi.Org/10.46984/Sebatik.V22i2.308

Retnawati, H. (2015). Perbandingan Akurasi Penggunaan Skala Likert Dan Pilihan Ganda Untuk Mengukur Self-Regulated Learning.

Sidharta, M. W., Syah, T. Y. R., & Saptaningsih, A. B. (2021). The Relationship Between Social Media Communication And Word Of Mouth Inside Brand Image And Purchase Intention. 05(01).

Sun, X., Foscht, T., & Eisingerich, A. B. (2021). Does Educating Customers Create Positive Word Of Mouth? Journal Of Retailing And Consumer Services, 62(October 2020), 102638. Https://Doi.Org/10.1016/J.Jretconser.2021.102638

Sundari, S., & Lestari, H. D. (2022). Pemasaran Digital Dalam Kewirausahaan. Wikuacitya: Jurnal Pengabdian Kepada Masyarakat, 1(1), 94–99. Https://Doi.Org/10.56681/Wikuacitya.V1i1.23

Taan, H. (2021). Kemudahan Penggunaan Dan Harga Terhadap Minat Beli Online Konsumen. E-Journal Ekonomi Bisnis Dan Akuntansi, 8(1), 89. Https://Doi.Org/10.19184/Ejeba.V8i1.19502

Tolstoy, D., Nordman, E. R., & Vu, U. (2022). The Indirect Effect Of Online Marketing Capabilities On The International Performance Of E-Commerce Smes. International Business Review, 31(3), 101946. Https://Doi.Org/10.1016/J.Ibusrev.2021.101946

Vakulenko, Y., Shams, P., Hellström, D., & Hjort, K. (2019). Online Retail Experience And Customer Satisfaction : The Mediating Role Of Last Mile Delivery. The International Review Of Retail, Distribution And Consumer Research, 29(3), 306– 320. Https://Doi.Org/10.1080/09593969.2019.1598466

Wei, Q., Lv, D., Fu, S., Zhu, D., Zheng, M., Chen, S., & Zhen, S. (2023). The Influence Of Tourist Attraction Type On Product Price Perception And Neural Mechanism In Tourism Consumption: An Erp Study. Psychology Research And Behavior Management, 16, 3787–3803. Https://Doi.Org/10.2147/Prbm.S416821

Yanuar, T., Syah, R., & Olivia, D. (2022). Enhancing Patronage Intention On Online Fashion Industry In Indonesia : The Role Of Value Co- Creation , Brand Image , And E-Service Quality Enhancing Patronage Intention On Online Fashion Industry In Indonesia : The Role Of Value. Cogent Business & Management, 9(1). Https://Doi.Org/10.1080/23311975.2022.2065790