Abstract

This research aims toto test the influence of brand, attitude, and brand knowledge on purchase intention and its impact on purchasing decisions of organic food products in Banda Aceh.In this study the population isall Consumers of Organic Food Products in Banda Aceh.The research sample was 200 people. The analysis method used was Partial Least Square (PLS).The results of the study showed thata brand has a positive effect on Purchase Intention, attitude has a positive effect on Purchase Intention, brand knowledge has a positive effect on Purchase Intention, brand has a positive effect on purchase decision, attitude has a positive effect on purchase decision, brand knowledge has a positive effect on purchase decision, and Purchase Intention has a positive effect on purchase decision. Furthermore, for mediation testing, Purchase Intention partially mediates the influence of brand, attitude, and brand knowledge on purchasing decision of Organic Food Products in Banda Aceh

Keywords

  • Purchase Decision
  • Purchase Intention
  • Brand
  • Brand Knowledge Attitude

References

  1. Albayrak, T., Karasakal, S., Kocabulut, Γ–., & Dursun, A. (2020). Customer Loyalty Towards Travel Agency Websites: The Role of Trust and Hedonic Value. Journal of Quality Assurance in Hospitality & Tourism, 21(1), 50–77. https://doi.org/https://doi.org/10.1080/1528008X.2019.1619497
  2. Alhally, A. (2020). Pengaruh Kepedulian, Pengetahuan, Sikap, Inisiatif Pemerintah, Tekanan Teman Sebaya Dan Spiritualitas Terhadap Niat Beli Produk Ramah Lingkungan Di Banjarmasin. At-Tadbir: Jurnal Ilmiah Manajemen, 4(2), 130–142. https://doi.org/10.31602/atd.v4i2.3032
  3. Chen, C.-F., & Chang, Y.-Y. (2008). Airline brand equity, brand preference, and purchase intentionsβ€”The moderating effects of switching costs. Journal of Air Transport Management, 14(1), 40–42. https://doi.org/https://doi.org/10.1016/j.jairtraman.2007.11.003
  4. Chen, Y.-S., Chang, T.-W., Li, H.-X., & Chen, Y.-R. (2020). The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude. International Journal of Environmental Research and Public Health, 17(11), 1–17. https://doi.org/https://doi.org/10.3390/ijerph17114089
  5. Davari, A., & Strutton, D. (2014). Marketing mix strategies for closing the gap between green consumers’ pro-environmental beliefs and behaviors. Journal of Strategic Marketing, 22(7), 563–586. https://doi.org/https://doi.org/10.1080/0965254X.2014.914059
  6. Gao, W., Ji, L., Liu, Y., & Sun, Q. (2020). Branding cultural products in international markets: A study of Hollywood movies in China. Journal of Marketing, 84(3), 86–105. https://doi.org/https://doi.org/10.1177/0022242920912704
  7. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/https://doi.org/10.1108/EBR-11-2018-0203
  8. Huang, Y.-C., Yang, M., & Wang, Y.-C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence & Planning, 32(3), 250–268. https://doi.org/10.1108/MIP-10-2012-0105
  9. Intayos, H., Netpradit, N., & Samutachak, B. (2021). A Causal Effect of Customer Relationship Management, Attitude, Subjective Norm, Perceived Behavioral Control of Customer Affecting Purchase Intention to Using Anti-Aging Business in Thailand. ABAC Journal, 41(1), 121–145.
  10. Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). Pearson Education.
  11. Lee, S. D., Kuncel, N. R., & Gau, J. (2020). Personality, attitude, and demographic correlates of academic dishonesty: A meta-analysis. Psychological Bulletin, 146(11), 1042–1058. https://doi.org/https://doi.org/10.1037/bul0000300
  12. Liu, X., Shin, H., & Burns, A. (2021). Examining the impact of luxury brand’s social media marketing on customer engagement : Using big data analytics and natural language processing. Journal of Business Research, 125(3), 815–826. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.04.042
  13. Neilsen. (2020). The Sustainability Imperative: New Insights on Consumer Preferences. Https://Nielseniq.Com/.
  14. Oktaviani, R. P. (2022). Pengaruh Promosi, Kepercayaan, Kesadaran Merek Terhadap Keputusan Nasabah Menggunakan Tabungan Haji Mabrur (Studi Pada Bank BRI Syariah Cabang Samarinda Seberang). Jurnal Ekonomi Syariah Mulawarman, 1(1), 105–114. https://doi.org/https://doi.org/10.29264/jesm.v1i1.9106
  15. Park, W.-Y., & Kim, S. (2021). The Structural Relationship among Brand Dependence, Brand Attitude, Brand Satisfaction and Repurchase Intention of Online Golf Product Consumers. International Journal of Advanced Smart Convergence, 10(4). https://doi.org/https://doi.org/10.7236/IJASC.2021.10.4.38
  16. Pillai, S. S., & Sahoo, D. (2017). Role of mobile banking servicescape on customer attitude and engagement. International Journal of Bank Marketing, 35(7), 1115–1132. https://doi.org/10.1108/IJBM-09-2015-0144
  17. Sianipar, E. M. (2021). Pengaruh Green Brand Terhadap Green Purchase Intention pada Konsumen Usaha Merge.project”. Universitas Brawijaya.
  18. Trott, S., & Sople, V. V. (2015). BrΠ°nd Equity. PHI Lerning privΠ°te Limited.
  19. Wang, Y., Ramachandran, V., & Sheng, O. R. L. (2021). Do Fit Opinions Matter? The Impact of Fit Context on Online Product Returns. Information Systems Research, 32(1), 268–289. https://doi.org/https://doi.org/10.1287/isre.2020.0965