ANALISA PENGARUH BRAND CREDIBILITY DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION DENGAN CUSTOMER BEHAVIOUR TOWARDS CO-BRANDING STRATEGY SEBAGAI VARIABEL MEDIASI PRODUK KARTU DEBET CO-BRANDING BNI-CHELSEA FC

Roy Saputra Setiawan(1*),


(1) 
(*) Corresponding Author

Abstract


This research aims to analyze the influence of Brand Credibility and Perceived Quality Towards Purchase Intention in co-branded product BNI-Chelsea debit card through consideration of Customer Behaviour Toward Co-branding Strategy. The sample in this study amounted to 100 respondents are people who are fans of Chelsea and BNI debit card users. The sampling technique in this study using purposive sampling technique. Type of collecting data in this study using questionnaires to sample of research. The research proves Customer Behaviour Toward Co-Branding Strategy and Perceived Quality has a direct influence on Purchase Intention, but only Brand Credibility that do not directly affect on Purchase Intention      


Keywords


Brand Credibility, Perceived Quality, Purchase Intention, Customer Behaviour Towards Co-branding Strategy.

Full Text:

Untitled

References


Aaker, A. David, (1997). Manajemen Ekuitas Merek, Alih Bahasa: Aris Ananda, Spektrum Mitra Utama, Jakarta.

Aaker, D. A. and Keller, K. K. (1990). Consumer evaluations of brand extensions. Journal of Marketing, Vol. 54, No. 1, pp. 27–31.

Abraham-Murali, L., & Littrell, M. A. (1995). Consumers’ conceptualization of apparel attributes. Clothing and Textiles Research Journal, 13, 65–74.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, Vol. 50 (2), pp. 179-211.

Baek, T.H., and King, K.W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, Vol. 25, No. 4, pp. 260–272.

Behling, D. U., & Witch, J. (1988). Perceptions of branded clothing by male consumers. Clothing and Textiles Research Journal, 6, 43–47.

Berkowitz, E. Marketing. Chicago, Irwin, (1994).

Brinol, P., Petty, R. E., & Tormala, Z. L. (2004). Self validation of cognitive responses to advertisements. Journal of Consumer Research, 30(4), 559–573.

Brotoharjoso, H, (2001). Faktor-Faktor Yang Mempengaruhi Intensi Wanita Membeli Kosmetik. Pengembangan Kualitas SDM dari Persperktif PIO. Depok: Fakultas Psikologi Universitas Indonesia.

Dodds, W. B., Monroe, K. B., & Grewal D. (1991). Effects of price, brand and store information on buyers´ product evaluations. Journal of Marketing Research, 28 (August), 307-319.

Erdem, T., and Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, Vol. 31, No. 1, pp. 191-8.

Keller, Kevin L. and Sanjay Sood (2003). Brand equity dilution. MIT Sloan Management Review, 45 (1), 12-1.

Kotler, P. (2003). Marketing Management (11th ed.). New Jersey: Prentice Hall.

Kotler, P. and Armstrong, G. (1999). Principles of Marketing. New York, Prentice Hall.

Malhotra, N.K. (2012). Basic Marketing Research : Integration of Social Media. Jakarta : PT Index Kelompok Gramedia.

Pappu, R., Quester, P.G, and Cooksey, R.W. (2005). Consumer-based brand equity: Improving the measurement- empirical evidence. Journal of Product and Brand Management, Vol. 14, No. 3, pp. 143-154.

Park, C. W., and Shocker, A.D. (1996). Composite branding alliances; an investigation of extension and feedback effects. Journal of Marketing Research 33(4): 453-466.

Park, J. H., & Stoel, L. (2005). Effect of brand familiarity, experience and information on online apparel purchase. International Journal of Retail Distribution Management, 33, 148–160.

Richardson, P.S., A.S. Dick and A.K. Jain. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), pp. 28-36.

Simonin, B. L., and Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, Vol. 35, February, pp. 30–42

Solimun, (2015). Generalized Structured Component Analysis (GSCA).

Swait, J., & Erdem, T. (2007). Brand effects on choice and choice set formation under uncertainty. Marketing Science, 26(5), 679–697.

Swastha, B., dan Hani, H.T. 1988. Manajemen Pemasaran: Analisa Perilaku Konsumen. (1st ed). Cetakan Kedua, Yogyakarta.

Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 99, 1–15.

Wang, X., Yang, Z. (2010). The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image. Journal of Global Marketing, 23:177–188.

Wernerfelt, B. (1988). Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond. Rand Journal of Economics, Vol. 19, Autumn, pp. 458–66.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.

www.indo.chelseafc.com/sponsor/bni

www.jpnn.com

www.bni.co.id


Refbacks

  • There are currently no refbacks.