Peran Brand awareness dalam Memediasi Pengaruh Kualitas Produk dan Brand image terhadap Minat Beli

Fajar Panji Santoso; Ratna Ekasari

doi:10.61132/rimba.v4i3.2796

Authors

Fajar Panji Santoso Universitas Ma’arif Hasyim Latif
Ratna Ekasari Universitas Ma’arif Hasyim Latif

DOI:

https://doi.org/10.61132/rimba.v4i3.2796

Keywords:

Brand Awareness, Brand Image, Kualitas Produk, Minat Beli, Purchase Intention

Abstract

The increasing competition in Indonesia’s outdoor retail industry encourages companies to strengthen product quality and brand-related factors to increase consumers’ purchase intention. This study aims to analyze the effects of product quality and brand image on purchase intention and examine the mediating role of brand awareness among consumers of Eiger Store Ruko Gateway Waru, Sidoarjo. A quantitative explanatory approach was employed by distributing questionnaires to 96 respondents who had purchased Eiger products. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that product quality and brand image have positive and significant effects on brand awareness and purchase intention. However, brand awareness does not significantly mediate the effects of product quality and brand image on purchase intention. These findings indicate that product quality and brand image contribute directly to consumers’ purchase intention, while brand awareness does not strengthen the indirect relationship between these variables. Therefore, Eiger Store should maintain product quality and strengthen its brand image as strategic factors for increasing purchase intention among consumers in the competitive outdoor retail market and sustaining customer engagement.

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