The Relationship Between Product Quality and Brand Image with Willingness to Buy: A Study on Batik Lasem Consumer

HARYANTI, KRISTIANA and HASTUTI, THERESIA DWI and LAKO, ANDREAS and KRISPRANTONO, KRISPRANTONO The Relationship Between Product Quality and Brand Image with Willingness to Buy: A Study on Batik Lasem Consumer. International Journal of Applied Research in Management and Economics, 2 (1). ISSN 2538-8053

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Abstract

This research is important because there are still many batik craftsmen unconsciousness of the importance of product quality and brand image in influencing the possibility of consumers buying products (batik Lasem cloth). Batik Lasem is a traditional Indonesian cloth originating from the City of Lasem in Central Java, Indonesia. The purpose of this research is to empirically examine product quality concepts consisting of eight (8) dimensions (performance, reliability, features, suitability, durability, service capability, aesthetics, and quality of customer perception) and brand image with a willingness to buy. The data collection was done involving 181 Lasem batik buyers in Central Java, Indonesia. Data were analyzed using SPSS version 20. Three (3) hypotheses in this study were accepted. The result of the analysis shows that 1). There is a positive significant relationship between product quality and willingness to buy; 2) There is a positive significant relationship between brand image and willingness to buy, and 3). There is a significant relationship between product quality and brand image with willingness to buy.

Item Type: Article
Subjects: 600 Technology (Applied sciences) > 650 Management > 658 Management > Consumer Behavior
600 Technology (Applied sciences) > 650 Management > 658 Management > Marketing Management
Divisions: Faculty of Economics and Business > Department of Accounting
Depositing User: Mrs Rikarda Ratih
Date Deposited: 13 Sep 2020 05:35
Last Modified: 13 Sep 2020 05:35
URI: http://repository.unika.ac.id/id/eprint/21945

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