- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
Factors Influencing Brand Image and Purchase Intention in Indonesia’s Furniture Retail Industry
Ricardo INDRA (Bina Nusantara University)
Kurniawati KURNIAWATI (Bina Nusantara University)
Michael CHRISTIAWAN (Bina Nusantara University)
Muhammad ARAS (Bina Nusantara University)
- Downloaded
- Viewed
Abstract
The furniture retail industry has a huge potential for growth in Indonesia. Due to Indonesia’s vast natural resources, furniture designers, makers, and retailers are given ease of access. The research analyzes the influence of service quality, promotion, product, and price on brand image and purchase intention in the Indonesian furniture retail industry. The variables used are service quality, promotion, product, price, brand image, and purchase intention. This research is cross-sectional research, which will be conducted among the furniture retail industry consumers in Indonesia, from the Instagram followers of a community as of 31 July 2023 with 837.5 thousand followers. The tools that will be used are surveys, conducted according to the sample size and processed using SMARTPLS 4 and the SEM-PLS model. The findings urge that some variables have a significant influence on purchase intention directly but become less significant when influenced by brand image. Some variables can influence purchase intentions significantly through brand image, even if the certain variable did not have a significant influence on purchase intention directly. By knowing the significance of the variables towards brand image and purchase intention, ones with major influence can be implemented as a strategy to improve marketing in Indonesian retailers.
- keywords
- Submission Date
- 2023-12-29
- Revised Date
- Accepted Date
- 2023-12-31
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations