MEASURING THE EFFECTS OF BRAND AWARENESS AND PERCEIVED QUALITY ON CONSUMERS’ PURCHASE INTENTION TOWARDS ORGANIC BODY CARE PRODUCTS. A CASE STUDY IN JAKARTA

1Dedi Mulyadi, Sihabudin, Obsatar Sinaga, Muhammad Asyraf Hasim

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Abstract:

This is paper is about a research related to customer purchase intention towards organic body care in Indonesia. The consumption of organic products based increased every year. Customer starts to think of the benefits of organic products compared to the previous generation. This paper is measuring the role of brand awareness and perceived quality towards the purchase intention. As this is a quantitative study so the data collection was done using survey form. 300 students were approached from the selected top five universities in Indonesia. Young generation was chosen because they are the one who will be the target market in the next one to two years. The result of data collection exercise revealed that the response rate is only 249. The results indicate that beta values for brand awareness is 0.396, while for the perceived quality is 0.875. The outcomes of this study can be used by manufacturer, marketing managers to incorporate the result in their marketing strategies especially focusing on the young consumers in Indonesia.

Keywords:

Brand awareness, purchase intentions, organic based products

Paper Details
Month3
Year2020
Volume24
IssueIssue 7
Pages2419-2428