The effects of customer’s reciprocity perception on purchase intention through corporate image and brand image as mediators : the case of the executive Tunjungan Plaza Mall Surabaya
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Institusion
Universitas Katolik Widya Mandala Surabaya
Author
Julieta Natania Sukamto (STUDENT ID : 3303016022)
Lena Ellitan (LECTURER ID : 0720057101)
Andi Anugerah Amrullah (LECTURER ID : 0730129101)
Lena Ellitan (LECTURER ID : 0720057101)
Andi Anugerah Amrullah (LECTURER ID : 0730129101)
Subject
International Business Management
Datestamp
2020-08-06 01:39:27
Abstract :
In this era, fashion is an important part for us. Fashion that has many styles, makes people who use can provide comfort and make better at a certain time through fashion. The Executive is a clothing retail brand and is the leader of formal fashion smartphones in Indonesia. With a good brand name will make customers make a purchase intention. This research was conducted to understand the knowledge between reciprocal customer perceptions of purchase intentions through the company's image and brand image in The Executive. This research uses quantitative research methods, with a total of 161 respondents consisting of 69 men and 91 women. Respondents from this research must be users of The Executive products and domiciled in Surabaya. Respondents must fill out a questionnaire contained in Google form that has been distributed through social media. Data analysis is Structural Equation Modeling (SEM) using the PLS program. This study found that (1) Brand image has a positive effect on Purchase Intention. (2) Corporate image has a positive effect on Brand image. (3) Reciprocity perception has a positive effect on brand image. (4) Corporate image does not affect Purchase Intention (5) Reciprocity perception has a positive effect on Corporate Image. (6) Reciprocity perception has a positive effect on Purchase intention.
In this era, fashion is an important part for us. Fashion that has many styles, makes people who use can provide comfort and make better at a certain time through fashion. The Executive is a clothing retail brand and is the leader of formal fashion smartphones in Indonesia. With a good brand name will make customers make a purchase intention. This research was conducted to understand the knowledge between reciprocal customer perceptions of purchase intentions through the company's image and brand image in The Executive. This research uses quantitative research methods, with a total of 161 respondents consisting of 69 men and 91 women. Respondents from this research must be users of The Executive products and domiciled in Surabaya. Respondents must fill out a questionnaire contained in Google form that has been distributed through social media. Data analysis is Structural Equation Modeling (SEM) using the PLS program. This study found that (1) Brand image has a positive effect on Purchase Intention. (2) Corporate image has a positive effect on Brand image. (3) Reciprocity perception has a positive effect on brand image. (4) Corporate image does not affect Purchase Intention (5) Reciprocity perception has a positive effect on Corporate Image. (6) Reciprocity perception has a positive effect on Purchase intention.
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