Factors Influencing Brand Image and Purchase Intention in Indonesia’s Furniture Distribution Channels

• 영문명: Factors Influencing Brand Image and Purchase Intention in Indonesia’s Furniture Distribution Channels
• 발행기관: 한국유통과학회
• 저자명: Felicia HERMAN Ricardo INDRA Kurniawati Michael CHRISTIAWAN Muhammad ARAS
• 간행물 정보: 『유통과학연구(JDS)』제22권 제7호, 33~42쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.07.30

국문 초록

Purpose: The furniture 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 Indonesia’s furniture distribution channels. Research design, data, and methodology: 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 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. Results: 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. Conclusions: 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 furniture distributors.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Results and Discussion

5. Conclusions

6. Research Implications and Suggestions

References

키워드

Indonesian Furniture Distributors Service Quality Marketing Mix Brand Image Purchase Intention