Purchase intention in Burger King fast food: the role of brand equity

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Published: May 30, 2022
DOI: https://doi.org/10.28932/jmm.v21i2.4677
Keywords:
ekuitas merek, kesadaran merek, kualitas yang dirasakan, loyalitas merek, niat beli brand awareness, brand equity, brand loyalty, perceived quality, purchase intention

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Angelina Goh
Universitas Internasional Batam
Candy Candy
Universitas Internasional Batam

Abstract

Research on the factors that influence purchase intention at Burger King in Batam City was carried out with the aim of testing the significance of brand awareness, brand loyalty, and perceived quality of purchase intention mediated by brand equity. This study was carried out using descriptive statistical and verificative methods which obtained 234 respondents. The research sample was obtained using purposive sampling and Likert scale measurements. Respondents were collected by filling out Google Forms by people who made purchases of Burger King fast food products in Batam City. The data from the study were then processed using Partial Least Square (PLS) and SmartPLS 3.0 software. The results of the study stated that there was a significant positive effect between brand awareness, brand loyalty, and perceived quality on brand equity. There is also a significant positive effect on the influence of the variables of brand awareness, brand loyalty, and brand equity on purchase intention. Then the brand equity variable has a significant influence in mediating the variables of brand awareness, brand loyalty, and perceived brand quality on purchase intention. However, there is no significant effect between perceived quality and purchase intention. This may indicate that perceived quality received by consumers is able to contribute to the assessment of brand equity but does not always lead to having a purchase intention.

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How to Cite
Goh, A., & Candy, C. (2022). Purchase intention in Burger King fast food: the role of brand equity. Jurnal Manajemen Maranatha, 21(2), 187–202. https://doi.org/10.28932/jmm.v21i2.4677
Issue
Vol. 21 No. 2 (2022): Jurnal Manajemen Maranatha
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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