The Influence of Service Quality on Purchase Intention Mediated by Brand Awareness in Healthy Food Culinary
Keywords:
Brand Awareness, Healthy Food, Purchase Intention, Service Quality
Abstract
The objective of this research is to examine the impact of service quality, product quality, promotion, and price on purchase intention with customer satisfaction and brand awareness as mediating variables in the context of healthy food culinary in Batam, Indonesia. Quantitative methods with a Structural Equation Modeling (SEM) approach are used to collect data from consumers who have purchased healthy foods. The results showed that brand awareness has a significant mediating role in linking service quality with purchase intention, while customer satisfaction also has an important influence on purchase intention. In addition, product quality has a significant impact on brand awareness and purchase intention. However, promotion and price do not have a significant effect on purchase intention. This research provides valuable insights for the healthy food culinary industry in Batam to develop marketing strategies that are more effective in attracting and retaining customers interested in healthy food. In conclusion, brand awareness, customer satisfaction, product quality, and service quality play a key role in shaping consumer purchase intentions on healthy foods, and implementing better strategies in these aspects can increase customer attraction and satisfaction.
References
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Dash, G., & Chakraborty, D. (2021). Digital transformation of marketing strategies during a pandemic: Evidence from an emerging economy during COVID-19. Sustainability, 13(12), 6735. https://doi.org/10.3390/su13126735
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Erlinda, U. E., Purnama, S., & Tamzil, F. (2022). The Effect of Service Quality, Product Quality, and Chatime Product Promotion on Customer Satisfaction (Case Study of Chatime Customers in the Central Jakarta Region). APTISI Transactions on Management (ATM), 6(1), 42-51. https://doi.org/10.33050/atm.v6i1.1680
Febrian, A., & Fadly, M. (2021). The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture. Binus Business Review, 12(1), 41-51. https://doi.org/10.21512/bbr.v12i1.6419
Gani, A., & Oroh, A. N. H. (2021). The effect of product quality, service quality and price on customer satisfaction at Loki Store. KnE Social Sciences, 116-128. https://doi.org/10.18502/kss.v5i5.8803
Gultom, J. S., Chairunnisa, T. L. T., & Tamba, M. (2021). Pengaruh Brand Awareness Dan Perceived Quality Terhadap Repurchase Intention Melalui Customer Satisfaction Pada Produk Dbd Powder Medan. Value, 2(2), 26-42.
Handoko, H., Sudiro, A., & Susilowati, C. (2020). The Influence of Perceived Value, Brand Image, and Customer Satisfaction on Purchase Intention of the Non-Subsidized 5.5 Kg Bright Gas LPG Cylinder User in Yogyakarta. Journal of Xi’an University of Architecture & Technology, 12(5).
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Khumalo-Ncube, S. & Motala, T. (2021). Hotel Booking Website Quality, Travel Agent Satisfaction and Purchase Intention. African Journal of Hospitality, Tourism and Leisure, 10(6), 1932–1943. https://doi.org/10.46222/AJHTL.19770720.201
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Luthfi, Suharto, & Hoesin, W. (2022). The influence of product quality and price on customer satisfaction through of purchase intention the internet package 4G LTE net1 PT sampoerna Telekomunikasi Indonesia. International Journal of Multidisciplinary Research and Growth Evaluation, 3(2). https://doi.org/10.54660/anfo.2022.3.2.2
Maysani, R., & Pujiastuti, H. (2020). Analisis kesulitan mahasiswa dalam mata kuliah statistika deskriptif. Al Khawarizmi: Jurnal Pendidikan Dan Pembelajaran Matematika, 4(1), 32-49.
Nursadiah, S. & Maharani, N. (2018). Prosiding Manajemen Pengaruh Promosi Penjualan terhadap Minat Beli Konsumen Indomaret Jl. Tamansari No.16 Kota Bandung The Influence Of Sales Promotion On The Purchase Intentions At Indomaret Jl. Tamansari No. 16 Bandung City. Prosiding Manajemen, 4(2).
Prasilowati, S. L., Suyanto, S., Safitri, J., & Wardani, M. K. (2021). The Impact of Service Quality on Customer Satisfaction: The Role of Price. Journal of Asian Finance, Economics and Business, 8(1), 451–455. https://doi.org/10.13106/jafeb.2021.vol8.no1.451
Prianggoro, N. F., & Sitio, A. (2020). Effect of service quality and promotion on purchase decisions and their implications on customer satisfaction. International Journal of Engineering Technologies and Management Research, 6(6), 51-62. https://doi.org/10.29121/ijetmr.v6.i6.2019.393
Rahman, A. F., Widarko, A., & Khoirul, M. (2019). Analisis Pengaruh Product Quality, Price, dan Promotion Terhadap Purchase Intention Mobil. e-Jurnal Riset Manajemen, 9(19).
Ramadhaniati, S., Susanti, E., Wiwaha, A., & Tyas, I. W. (2020). Effect of Service Quality and Price on Customer Satisfaction. International Journal of Digital Entrepreneurship and Business (IDEB), 1(1), 1–10. https://ejournal.jic.ac.id/ideb/
Rizqullah, M. Z. & Sulaiman. (2021). Pengaruh Brand Awareness Dan Perceived Quality Terhadap Customer Saticfaction Yang Di Mediasi Oleh Brand Equity Pada Pengguna Smartphone. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen TERAKREDITASI SINTA, 4(2), 357–367. https://jim.unsyiah.ac.id/ekm
Sugiyono. (2018). Perspektif Metode Penelitian Kualitatif dan Kuantitatif. In Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Susanto, T. W. P., Sudapet, I. N., Subagyo, H. D., & Suyono, J. (2021). The effect of service quality and price on customer satisfaction and repurchase intention (case study at crown prince hotel Surabaya). Quantitative Economics and Management Studies, 2(5), 288-297. https://doi.org/10.35877/454ri.qems325
Taufikqurrochman, A., Juliati, R., & Irawati, S. (2021). The Impact of E-Service Quality and Price on Customer Satisfaction of Tokopedia. Jurnal Manajemen Bisnis dan Kewirausahaan, 1(2). http://ejournal.umm.ac.id/index.php/jamanika
Tran, P. K. T., Nguyen, V. K., & Tran, V. T. (2021). Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam. Journal of Product & Brand Management, 30(1), 180-194. https://doi.org/10.1108/JPBM-08-2019-2540
Tugiman, T., Herman, H., & Yudhana, A. (2022). Uji Validitas Dan Reliabilitas Kuesioner Model Utaut Untuk Evaluasi Sistem Pendaftaran Online Rumah Sakit. JATISI (Jurnal Teknik Informatika dan Sistem Informasi), 9(2), 1621-1630. https://doi.org/10.35957/jatisi.v9i2.2227
Winarno, S. H., Nalendra, A. R. A., & Givan, B. (2020). The Effect of Service Quality, Corporate Image, and Price Perceived in Creating Customer Satisfaction and Loyalty on Education Business. Esensi: Jurnal Bisnis dan Manajemen, 10(1), 45–56. https://doi.org/10.15408/ess.v10i1.14468
Wisnama, I. M. B., Prayogi, P. A., & Sutapa, I. K. (2020). Brand Loyality Model in Balinese Village as an Art and Cultural Tourism Destination in National Rural Areas, Case Study on Wanagiri Kauh Village, Tabanan. Journal of Business on Hospitality and Tourism, 6(2).
Woen, N. G., & Santoso, S. (2021). Pengaruh Kualitas Layanan, Kualitas Produk, Promosi, dan Harga Normal terhadap Kepuasan dan Loyalitas Konsumen. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 10(2), 146-163. https://doi.org/10.30588/jmp.v10i2.712
Yamin, M., Jufri, A. W., Jamaluddin, J., & Khairuddin, K. (2021). Makanan Siap Saji dan Dampaknya terhadap Kesehatan Manusia. Jurnal Pengabdian Magister Pendidikan IPA, 4(3). https://doi.org/10.29303/jpmpi.v4i3.936
Amanda, T., Winoto Tj, H., Kusniawati, A., & Surjaatmadja, S. (2021). Effect of Electronic Word Of Mouth, Product Quality, and Price on Purchase Intention. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(3). https://doi.org/10.33258/birci.v4i3.2424
Cuong, D. T. (2020). The impact of brand credibility and perceived value on customer satisfaction and purchase intention at fashion market. Journal of Advanced Research in Dynamical and Control Systems, 12(3), 691–700. https://doi.org/10.5373/JARDCS/V12SP3/20201308
Dash, G., & Chakraborty, D. (2021). Digital transformation of marketing strategies during a pandemic: Evidence from an emerging economy during COVID-19. Sustainability, 13(12), 6735. https://doi.org/10.3390/su13126735
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608-620. https://doi.org/10.1016/j.jbusres.2020.10.016
Dhingra, S., Gupta, S., & Bhatt, R. (2020). A study of relationship among service quality of E-commerce websites, customer satisfaction, and purchase intention. International Journal of E-Business Research (IJEBR), 16(3), 42-59. https://doi.org/10.4018/IJEBR.2020070103
Erlinda, U. E., Purnama, S., & Tamzil, F. (2022). The Effect of Service Quality, Product Quality, and Chatime Product Promotion on Customer Satisfaction (Case Study of Chatime Customers in the Central Jakarta Region). APTISI Transactions on Management (ATM), 6(1), 42-51. https://doi.org/10.33050/atm.v6i1.1680
Febrian, A., & Fadly, M. (2021). The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture. Binus Business Review, 12(1), 41-51. https://doi.org/10.21512/bbr.v12i1.6419
Gani, A., & Oroh, A. N. H. (2021). The effect of product quality, service quality and price on customer satisfaction at Loki Store. KnE Social Sciences, 116-128. https://doi.org/10.18502/kss.v5i5.8803
Gultom, J. S., Chairunnisa, T. L. T., & Tamba, M. (2021). Pengaruh Brand Awareness Dan Perceived Quality Terhadap Repurchase Intention Melalui Customer Satisfaction Pada Produk Dbd Powder Medan. Value, 2(2), 26-42.
Handoko, H., Sudiro, A., & Susilowati, C. (2020). The Influence of Perceived Value, Brand Image, and Customer Satisfaction on Purchase Intention of the Non-Subsidized 5.5 Kg Bright Gas LPG Cylinder User in Yogyakarta. Journal of Xi’an University of Architecture & Technology, 12(5).
Juliana, J., Noval, T., Hubner, I. B., & Bernarto, I. (2020). Ease of Use Dan Trust Terhadap Purchase Intention Melalui Customer Satisfaction Pada Situs Web Tokopedia. Jurnal Ecodemica, 4(2). http://ejournal.bsi.ac.id/ejurnal/index.php/ecodemica
Khatoon, S., Zhengliang, X., & Hussain, H. (2020). The Mediating Effect of customer satisfaction on the relationship between Electronic banking service quality and customer Purchase intention: Evidence from the Qatar banking sector. Sage Open, 10(2), 2158244020935887. https://doi.org/10.1177/2158244020935887
Khumalo-Ncube, S. & Motala, T. (2021). Hotel Booking Website Quality, Travel Agent Satisfaction and Purchase Intention. African Journal of Hospitality, Tourism and Leisure, 10(6), 1932–1943. https://doi.org/10.46222/AJHTL.19770720.201
Kusuma, S. S., Wijayanto, A., & Listyorini, S. (2022). Pengaruh Brand Image, Kualitas Produk dan Harga terhadap Keputusan Pembelian pada Merek Uniqlo (Studi pada Konsumen Uniqlo Dp Mall Semarang). Jurnal Ilmu Administrasi Bisnis, 11(4), 807-813. https://doi.org/10.14710/jiab.2022.35892
Lukitaningsih, A., Ningrum, N. K., & Listyaningrum, V. H. (2022). Pengaruh Citra Merek, Nilai Utilitarian, Electronic Word of Mouth dan Kualitas Pelayanan terhadap Niat Beli Konsumen Miniso Ambarukmo Plaza Yogyakarta. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(4), 1555-1566. https://doi.org/10.47467/alkharaj.v5i4.1755
Luthfi, Suharto, & Hoesin, W. (2022). The influence of product quality and price on customer satisfaction through of purchase intention the internet package 4G LTE net1 PT sampoerna Telekomunikasi Indonesia. International Journal of Multidisciplinary Research and Growth Evaluation, 3(2). https://doi.org/10.54660/anfo.2022.3.2.2
Maysani, R., & Pujiastuti, H. (2020). Analisis kesulitan mahasiswa dalam mata kuliah statistika deskriptif. Al Khawarizmi: Jurnal Pendidikan Dan Pembelajaran Matematika, 4(1), 32-49.
Nursadiah, S. & Maharani, N. (2018). Prosiding Manajemen Pengaruh Promosi Penjualan terhadap Minat Beli Konsumen Indomaret Jl. Tamansari No.16 Kota Bandung The Influence Of Sales Promotion On The Purchase Intentions At Indomaret Jl. Tamansari No. 16 Bandung City. Prosiding Manajemen, 4(2).
Prasilowati, S. L., Suyanto, S., Safitri, J., & Wardani, M. K. (2021). The Impact of Service Quality on Customer Satisfaction: The Role of Price. Journal of Asian Finance, Economics and Business, 8(1), 451–455. https://doi.org/10.13106/jafeb.2021.vol8.no1.451
Prianggoro, N. F., & Sitio, A. (2020). Effect of service quality and promotion on purchase decisions and their implications on customer satisfaction. International Journal of Engineering Technologies and Management Research, 6(6), 51-62. https://doi.org/10.29121/ijetmr.v6.i6.2019.393
Rahman, A. F., Widarko, A., & Khoirul, M. (2019). Analisis Pengaruh Product Quality, Price, dan Promotion Terhadap Purchase Intention Mobil. e-Jurnal Riset Manajemen, 9(19).
Ramadhaniati, S., Susanti, E., Wiwaha, A., & Tyas, I. W. (2020). Effect of Service Quality and Price on Customer Satisfaction. International Journal of Digital Entrepreneurship and Business (IDEB), 1(1), 1–10. https://ejournal.jic.ac.id/ideb/
Rizqullah, M. Z. & Sulaiman. (2021). Pengaruh Brand Awareness Dan Perceived Quality Terhadap Customer Saticfaction Yang Di Mediasi Oleh Brand Equity Pada Pengguna Smartphone. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen TERAKREDITASI SINTA, 4(2), 357–367. https://jim.unsyiah.ac.id/ekm
Sugiyono. (2018). Perspektif Metode Penelitian Kualitatif dan Kuantitatif. In Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Susanto, T. W. P., Sudapet, I. N., Subagyo, H. D., & Suyono, J. (2021). The effect of service quality and price on customer satisfaction and repurchase intention (case study at crown prince hotel Surabaya). Quantitative Economics and Management Studies, 2(5), 288-297. https://doi.org/10.35877/454ri.qems325
Taufikqurrochman, A., Juliati, R., & Irawati, S. (2021). The Impact of E-Service Quality and Price on Customer Satisfaction of Tokopedia. Jurnal Manajemen Bisnis dan Kewirausahaan, 1(2). http://ejournal.umm.ac.id/index.php/jamanika
Tran, P. K. T., Nguyen, V. K., & Tran, V. T. (2021). Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam. Journal of Product & Brand Management, 30(1), 180-194. https://doi.org/10.1108/JPBM-08-2019-2540
Tugiman, T., Herman, H., & Yudhana, A. (2022). Uji Validitas Dan Reliabilitas Kuesioner Model Utaut Untuk Evaluasi Sistem Pendaftaran Online Rumah Sakit. JATISI (Jurnal Teknik Informatika dan Sistem Informasi), 9(2), 1621-1630. https://doi.org/10.35957/jatisi.v9i2.2227
Winarno, S. H., Nalendra, A. R. A., & Givan, B. (2020). The Effect of Service Quality, Corporate Image, and Price Perceived in Creating Customer Satisfaction and Loyalty on Education Business. Esensi: Jurnal Bisnis dan Manajemen, 10(1), 45–56. https://doi.org/10.15408/ess.v10i1.14468
Wisnama, I. M. B., Prayogi, P. A., & Sutapa, I. K. (2020). Brand Loyality Model in Balinese Village as an Art and Cultural Tourism Destination in National Rural Areas, Case Study on Wanagiri Kauh Village, Tabanan. Journal of Business on Hospitality and Tourism, 6(2).
Woen, N. G., & Santoso, S. (2021). Pengaruh Kualitas Layanan, Kualitas Produk, Promosi, dan Harga Normal terhadap Kepuasan dan Loyalitas Konsumen. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 10(2), 146-163. https://doi.org/10.30588/jmp.v10i2.712
Yamin, M., Jufri, A. W., Jamaluddin, J., & Khairuddin, K. (2021). Makanan Siap Saji dan Dampaknya terhadap Kesehatan Manusia. Jurnal Pengabdian Magister Pendidikan IPA, 4(3). https://doi.org/10.29303/jpmpi.v4i3.936
Published
2023-11-06
How to Cite
Hasan, G., & Huang, F. (2023). The Influence of Service Quality on Purchase Intention Mediated by Brand Awareness in Healthy Food Culinary. European Journal of Science, Innovation and Technology, 3(5), 36-51. Retrieved from https://ejsit-journal.com/index.php/ejsit/article/view/286
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Copyright (c) 2023 Golan Hasan, Febby Huang
This work is licensed under a Creative Commons Attribution 4.0 International License.
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