The Influence of Brand Image, Brand Awareness and Consumer Attitude on the Purchase Decision of Non-Alcoholic Beers With Purchase Interest as a Mediator Variable
DOI:
https://doi.org/10.31933/dijdbm.v4i5.2019Keywords:
Purchase Decision, Purchase Intention, Brand Image, Brand Awareness, Consumer Attitude.Abstract
Beer is always associated with something negatively because it causes drunkenness and is closely related to night entertainment. Moreover, the majority of Indonesian people are Muslim and prohibit alcoholic beverages. Even though Bintang Bir has issued a zero-alcohol product with free alcohol content, Indonesian people still perceive that the brand is closely related to Khamr. However, Indonesia lawful institution has rules not to process halal certification for tasyabbuh products or similar products forbidden in Islam. This study aimed to examine and analyze the effect of brand image, brand awareness and consumer attitude on purchasing decisions for Bintang Zero Alcohol beer with purchase intention as a mediating variable. The sample in the study required a minimum of 280 samples using purposive sampling, taking into account specific criteria, and the final sample obtained was 282 consumers of Bintang Zero Alcohol drink. The results of this study state that brand image, brand awareness, and consumer attitudes encourage the achievement of buying interest. Brand image, awareness, consumer attitude, and buying interest drive the purchase decision. Purchase intention is a mediating variable in the relationship between brand image, brand awareness, and consumer attitudes towards purchasing decisions.
References
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Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). In Sage.
Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2018). An Overview of Recent and Emerging Developments in PLS-SEM. Advanced Issues in Partial Least Squares SEM, June.
Hanifah, N., & Wulandari, R. (2021). the Influence of Online Customer Reviews, Ratings, and Brand Image of Millennial E-Commerce Consumers in Indonesia on Purchase Decisions With Trust As a Mediator. The International Journal of Business and Management Research, 5(07), 2021.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1). https://doi.org/10.1007/s11747-014-0403-8
Henseler, J., & Sarstedt, M. (2013). Goodness-of-fit indices for partial least squares path modeling. Computational Statistics, 28(2). https://doi.org/10.1007/s00180-012-0317-1
Kotler, P., & Keller, K. L. (2005). Marketing Management -12/E. Pearson Education.
Mubarok, M. M. (2018). The Effect of Brand Image and Consumer Attitudes on The Decision to Purchase Batik Jetis Sidoarjo Mediated by Interest to buy. Journal of Economics, Business & Accountancy Ventura, 21(1), 105–116. https://doi.org/10.14414/jebav.v21i1.1134
Purnamawati, I. A. Pt. S., Wianto Putra, I. M., & Wahyuni, N. M. (2022). The Effect of Brand Image on Online Purchase Decision with Mediation Word of Mouth on Fashion Products in Denpasar-Bali Province. Jurnal Ekonomi & Bisnis JAGADITHA, 9(1), 90–98. https://doi.org/10.22225/jj.9.1.2022.90-98
Purwana, A. S., & Sutartib, Muh. (2022). ANALISIS LAYERING TARIF CUKAI PRODUK ALKOHOL DI INDONESIA. Jurnal Perspektif Bea Dan Cukai, 6(1), 98–113.
Putra, W. B. T. S. (2022). Problems, Common Beliefs and Procedures on the Use of Partial Least Squares Structural Equation Modeling in Business Research. South Asian Journal of Social Studies and Economics, 14(1), 1–20. https://doi.org/10.9734/sajsse/2022/v14i130367
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Qardhawi, Y. (2005). Mausu’atu Ahdatsi al Qarni al ’Isyrini: 1981-1990 (al Mujallad al Sadis). Maktabah wa Nasyr al ’Abikan.
Rahman, D. F. (2022). Penerimaan Cukai Minuman Beralkohol Capai Rp2,71 Triliun pada Januari–Mei 2022. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2022/06/28/penerimaan-cukai-minuman-beralkohol-capai-rp271-triliun-pada-januarimei-2022
Ramayah, T., Hwa, C., Chuah, F., Ting, H., & Memon, M. (2018). Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 3.0: An Updated and Practical Guide to Statistical Analysis.
Rinaldi, F. R., & Putra, W. B. T. S. (2022). Why HR, corporate and marketing communication divisions should work together?: The mediating role of Indonesia Bank’s employer branding to attract job pursuit intention. International Journal of Research in Business and Social Science (2147- 4478), 11, 11–23. https://doi.org/10.20525/ijrbs.v11i8.2121
Rizaty, M. A. (2022). Konsumsi Alkohol di Indonesia Terus Menurun dalam 5 Tahun Terakhir. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2022/03/29/konsumsi-alkohol-di-indonesia-terus-menurun-dalam-5-tahun-terakhir
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Seni, N. N. A., & Ratnadi, N. M. D. (2017). Theory of Planned Behavior Untuk Memprediksi Niat Berinvestasi. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, VIII(1), 4043. https://doi.org/10.24843/eeb.2017.v06.i12.p01
Sutiyati, S., Welsa, H., & Lukitaningsih, A. (2020). Pengaruh Social Media dan Brand Image Terhadap Purchase Decision Melalui Buying Interest. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 4(2), 264–274. https://doi.org/10.31294/jeco.v4i2.8223
Swanson, R. A., & Holton III., E. F. (2005). Research in organizations: Foundations and methods of inquiry. CA: Berrett Koehler Publications.
Trismelia, E., & Sihite, J. (2021). The Effect of Brand Image and Promotion on Repurchase Intention Through Experiential Marketing as a Mediating Variable (Case Study of Jakarta Starbucks Coffee Consumers). International Journal of Innovative Science and Research Technology, 6(10), 557–562.
Tsabitah, N., & Anggraeni, R. (2021). The Effect of Brand Image, Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “This Is April.” Kinerja, 25(2), 234–250. https://doi.org/10.24002/kinerja.v25i2.4701
Wang, X. W., Cao, Y. M., & Park, C. (2019). The relationships among community experience, community commitment, brand attitude, and purchase intention in social media. International Journal of Information Management, 49(October 2018), 475–488. https://doi.org/10.1016/j.ijinfomgt.2019.07.018
Wibowo, Y. A., & Wulandari, R. (2022). Effect of Green Marketing and Word of Mouth on Starbucks Indonesia Consumer Buying Decisions with Brand Image as Intervening Variable. Jurnal Ilmu Ekonomi Dan Sosial, 11(1), 47–56.
Widjaja, Y. G. (2019). Effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchasing Decision: Case Study on ACE Hardware Indonesia Consumers. International Journal of Advanced Engineering, Management and Science, 5(9), 542–548. https://doi.org/10.22161/ijaems.59.1
Aldin, I. U. (2021). Terdampak Pandemi Covid-19, Penjualan Bir Bintang Anjlok 46,5% - Korporasi Katadata.co.id. Databoks.Katadata.Co.Id. https://katadata.co.id/safrezifitra/finansial/6045d95984fbc/terdampak-pandemi-covid-19-penjualan-bir-bintang-anjlok-46-5
Alkhwaldi, A. F., & Abdulmuhsin, A. A. (2022). Crisis-centric distance learning model in Jordanian higher education sector: factors influencing the continuous use of distance learning platforms during COVID-19 pandemic. Journal of International Education in Business, 15(2). https://doi.org/10.1108/JIEB-01-2021-0001
Alkhwaldi, A. F., Alharasis, E. E., Shehadeh, M., Abu-AlSondos, I. A., Oudat, M. S., & Bani Atta, A. A. (2022). Towards an Understanding of FinTech Users’ Adoption: Intention and e-Loyalty Post-COVID-19 from a Developing Country Perspective. Sustainability (Switzerland), 14(19). https://doi.org/10.3390/su141912616
Andriani, R., & Putra, W. B. T. S. (2019). The Intersection of Marketing and Human Resource Disciplines: Employer Brand Equity as a Mediator in Recruitment Process. In International Journal of Innovative Science and Research Technology (Vol. 4). www.ijisrt.com465
Animah, A. (2021). Pengaruh Sistem Informasi Akuntansi Manajemen Dan Ketidakpastian Lingkungan Terhadap Kinerja Manajerial. Akbis: Media Riset Akuntansi Dan Bisnis, 155–171.
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administration Insights, 2(2), 5–10. https://doi.org/10.31580/jpvai.v2i2.896
Arnani, M. (2020). Pro Kontra RUU Larangan Minuman Beralkohol hingga Apa Saja yang Diatur... Halaman all - Kompas.com?. Kompas.Com. https://www.kompas.com/tren/read/2020/11/14/190400965/pro-kontra-ruu-larangan-minuman-beralkohol-hingga-apa-saja-yang-diatur-?page=all
Award, T. B. (2020). BIR FASE 2 2020 | Top Brand Award. Www.Topbrand-Award.Com. https://www.topbrand-award.com/en/2020/06/bir-fase-2-2020/
Azzari, V., & Pelissari, A. (2020). Does brand awareness influences purchase intention? The mediation role of brand equity dimensions. Brazilian Business Review, 17(6), 669–685. https://doi.org/10.15728/BBR.2020.17.6.4
Bahalwan, F., & Indayani, L. (2020). The Effect of Product Innovation, Brand Image, and Utilization of E-Commerce on Consumer Purchase Decisions. Indonesian Journal of Law and Economics Review, 7, 1–15.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Published.
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53(March 2019), 101966. https://doi.org/10.1016/j.jretconser.2019.101966
Dijkstra, T. K., & Henseler, J. (2015). Consistent and asymptotically normal PLS estimators for linear structural equations. Computational Statistics and Data Analysis, 81. https://doi.org/10.1016/j.csda.2014.07.008
Fahmi, M., Kostini, N., & Putra, W. B. T. S. (2022). Exploring hybrid learning readiness and acceptance model using the extended TAM 3 and TPB approach: An empirical analysis. International Journal of Research in Business and Social Science (2147- 4478), 11, 321–334. https://doi.org/10.20525/ijrbs.v11i8.2144
Fahmi, M., Novel, N., & Putra, W. B. T. S. (2022). The impact of vocational perception on entrepreneurial intention: An empirical analysis of the logistics business study program at Padjadjaran University. International Journal of Research in Business and Social Science (2147-4478), 11, 276–289. https://doi.org/10.20525/ijrbs.v11i8.2193
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1787733
Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). In Sage.
Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2018). An Overview of Recent and Emerging Developments in PLS-SEM. Advanced Issues in Partial Least Squares SEM, June.
Hanifah, N., & Wulandari, R. (2021). the Influence of Online Customer Reviews, Ratings, and Brand Image of Millennial E-Commerce Consumers in Indonesia on Purchase Decisions With Trust As a Mediator. The International Journal of Business and Management Research, 5(07), 2021.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1). https://doi.org/10.1007/s11747-014-0403-8
Henseler, J., & Sarstedt, M. (2013). Goodness-of-fit indices for partial least squares path modeling. Computational Statistics, 28(2). https://doi.org/10.1007/s00180-012-0317-1
Kotler, P., & Keller, K. L. (2005). Marketing Management -12/E. Pearson Education.
Mubarok, M. M. (2018). The Effect of Brand Image and Consumer Attitudes on The Decision to Purchase Batik Jetis Sidoarjo Mediated by Interest to buy. Journal of Economics, Business & Accountancy Ventura, 21(1), 105–116. https://doi.org/10.14414/jebav.v21i1.1134
Purnamawati, I. A. Pt. S., Wianto Putra, I. M., & Wahyuni, N. M. (2022). The Effect of Brand Image on Online Purchase Decision with Mediation Word of Mouth on Fashion Products in Denpasar-Bali Province. Jurnal Ekonomi & Bisnis JAGADITHA, 9(1), 90–98. https://doi.org/10.22225/jj.9.1.2022.90-98
Purwana, A. S., & Sutartib, Muh. (2022). ANALISIS LAYERING TARIF CUKAI PRODUK ALKOHOL DI INDONESIA. Jurnal Perspektif Bea Dan Cukai, 6(1), 98–113.
Putra, W. B. T. S. (2022). Problems, Common Beliefs and Procedures on the Use of Partial Least Squares Structural Equation Modeling in Business Research. South Asian Journal of Social Studies and Economics, 14(1), 1–20. https://doi.org/10.9734/sajsse/2022/v14i130367
Putra, W. B. T. S., & Ardianto, B. (2022). Why Does Risk Communication Matter? Preventive and Excessive Health Behavior among Uninfected People. South Asian Journal of Social Studies and Economics, 13(2), 56–72. https://doi.org/10.9734/sajsse/2022/v13i230355
Qardhawi, Y. (2005). Mausu’atu Ahdatsi al Qarni al ’Isyrini: 1981-1990 (al Mujallad al Sadis). Maktabah wa Nasyr al ’Abikan.
Rahman, D. F. (2022). Penerimaan Cukai Minuman Beralkohol Capai Rp2,71 Triliun pada Januari–Mei 2022. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2022/06/28/penerimaan-cukai-minuman-beralkohol-capai-rp271-triliun-pada-januarimei-2022
Ramayah, T., Hwa, C., Chuah, F., Ting, H., & Memon, M. (2018). Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 3.0: An Updated and Practical Guide to Statistical Analysis.
Rinaldi, F. R., & Putra, W. B. T. S. (2022). Why HR, corporate and marketing communication divisions should work together?: The mediating role of Indonesia Bank’s employer branding to attract job pursuit intention. International Journal of Research in Business and Social Science (2147- 4478), 11, 11–23. https://doi.org/10.20525/ijrbs.v11i8.2121
Rizaty, M. A. (2022). Konsumsi Alkohol di Indonesia Terus Menurun dalam 5 Tahun Terakhir. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2022/03/29/konsumsi-alkohol-di-indonesia-terus-menurun-dalam-5-tahun-terakhir
Saunders, M. N. K., Thornhill, A., & Lewis, P. (2020). Research Methods for Business Students (8th Edition). Pearson International Content.
Seni, N. N. A., & Ratnadi, N. M. D. (2017). Theory of Planned Behavior Untuk Memprediksi Niat Berinvestasi. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, VIII(1), 4043. https://doi.org/10.24843/eeb.2017.v06.i12.p01
Sutiyati, S., Welsa, H., & Lukitaningsih, A. (2020). Pengaruh Social Media dan Brand Image Terhadap Purchase Decision Melalui Buying Interest. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 4(2), 264–274. https://doi.org/10.31294/jeco.v4i2.8223
Swanson, R. A., & Holton III., E. F. (2005). Research in organizations: Foundations and methods of inquiry. CA: Berrett Koehler Publications.
Trismelia, E., & Sihite, J. (2021). The Effect of Brand Image and Promotion on Repurchase Intention Through Experiential Marketing as a Mediating Variable (Case Study of Jakarta Starbucks Coffee Consumers). International Journal of Innovative Science and Research Technology, 6(10), 557–562.
Tsabitah, N., & Anggraeni, R. (2021). The Effect of Brand Image, Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “This Is April.” Kinerja, 25(2), 234–250. https://doi.org/10.24002/kinerja.v25i2.4701
Wang, X. W., Cao, Y. M., & Park, C. (2019). The relationships among community experience, community commitment, brand attitude, and purchase intention in social media. International Journal of Information Management, 49(October 2018), 475–488. https://doi.org/10.1016/j.ijinfomgt.2019.07.018
Wibowo, Y. A., & Wulandari, R. (2022). Effect of Green Marketing and Word of Mouth on Starbucks Indonesia Consumer Buying Decisions with Brand Image as Intervening Variable. Jurnal Ilmu Ekonomi Dan Sosial, 11(1), 47–56.
Widjaja, Y. G. (2019). Effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchasing Decision: Case Study on ACE Hardware Indonesia Consumers. International Journal of Advanced Engineering, Management and Science, 5(9), 542–548. https://doi.org/10.22161/ijaems.59.1
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