The Influence of Brand Image and Product Quality Perception on Consumer Purchase Intention for Axioo Laptops
A Study Among Students at Universitas Sembilanbelas November Kolaka
DOI:
https://doi.org/10.55606/jumbiku.v5i1.5469Keywords:
Brand Image, Perceived Product Quality, Purchase Intention, Smartpls, Student Consumers.Abstract
This study examines the influence of brand image and perceived product quality on consumer purchase intention for Axioo laptops, focusing on students at Universitas Sembilanbelas November Kolaka. As a local laptop brand in Indonesia, Axioo faces intense competition and low brand awareness among younger consumers. The study uses a quantitative explanatory approach with a sample of 376 students selected via purposive sampling. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling with the SmartPLS 4.0 application. The results indicate that both brand image and perceived product quality have a significant and positive effect on purchase intention. The R-square value shows that 64.7% of the variance in purchase intention is explained by the two independent variables. These findings suggest that strengthening brand image and improving product quality are critical strategies to increase consumer acceptance and market competitiveness for local technology products like Axioo laptops.
Downloads
References
Alamsyah, R., & Syahril, M. (2021). The effect of product quality and price on purchase decision. Journal of Business and Management, 23(4), 112–120. https://doi.org/10.9790/487X-2304051120
Ananda, A. S., Herni, M., & Fadhil, H. (2022). The influence of brand image on millennials’ purchase intention. Jurnal Ilmiah Manajemen Bisnis dan Inovasi, 9(2), 87–95. https://doi.org/10.23960/jimbi.v9i2.87
Ayu, P. S., & Sari, D. P. (2020). Pengaruh persepsi kualitas terhadap minat beli konsumen produk smartphone lokal. Jurnal Riset Ekonomi dan Bisnis, 7(1), 55–63.
Chaniago, D. R., & Sulastri, R. (2020). Pengaruh citra merek terhadap loyalitas konsumen. Jurnal Ekonomi dan Bisnis, 15(2), 101–110.
Geraldine, S. M., & Susanti, R. (2021). The relationship between brand image and purchase intention in the Indonesian smartphone market. Journal of Consumer Behavior Studies, 8(3), 145–154. https://doi.org/10.21009/jcbs.083.145
Hidayat, R. R., & Faramitha, R. (2022). Purchase intention on local products: Role of trust and product knowledge. Journal of Marketing and Consumer Research, 15(1), 72–80.
Indah, M., & Saputra, H. (2019). Pengaruh kualitas produk terhadap kepuasan dan minat beli ulang. Jurnal Administrasi Bisnis, 17(1), 33–42.
Kristanto, R., & Pudjoprastyono, D. (2021). Competitive advantage analysis of local laptop brands in Indonesia. Indonesian Journal of Business and Technology, 10(1), 50–60. https://doi.org/10.14710/ijbt.10.1.50-60
Laksono, A., & Suryadi, B. (2020). Brand image as a mediator of the influence of advertising and promotion on purchase intention. Jurnal Manajemen dan Kewirausahaan, 18(2), 123–133.
Mardiana, T., & Rahmawati, Y. (2022). Perceived quality and brand trust toward consumer loyalty. Jurnal Bisnis dan Akuntansi, 24(2), 100–110.
Nugroho, A. (2021). Consumer perception on product quality: A case study on Indonesian electronics market. Jurnal Ilmu Manajemen, 19(3), 244–256. https://doi.org/10.24843/jim.2021.v19.i03.p03
Pradika, H., & Farida, N. (2022). The effect of brand image and product quality on purchase intention of smartphone users. Jurnal Manajemen Pemasaran, 17(1), 58–67.
Putri, N. D., & Wulandari, M. (2020). Citra merek, harga, dan kualitas produk terhadap minat pembelian. Jurnal Ekonomi Modernisasi, 16(1), 14–23.
Rahayu, T. (2022). Building brand image in local product marketing strategy. Journal of Strategic Marketing and Innovation, 6(2), 77–85.
Ramadhani, S., & Fauzan, R. (2021). Analysis of purchase intention based on product quality and brand trust. International Journal of Economics and Business Research, 13(4), 232–240.
Satrio, R. D., & Adiarsi, D. (2019). Effect of brand image and perceived quality on purchase intention among university students. Jurnal Ilmiah Manajemen Bisnis, 6(3), 88–97.
Savitri, E., Rahmadhani, A., & Sari, M. (2024). Dimensions of consumer purchase intention in the digital era. Journal of Marketing Innovation, 8(1), 25–34.
Wibisono, H. (2019). The role of perceived product quality in predicting purchase intention for laptop products. Jurnal Riset Pemasaran, 5(2), 45–53.
Yunita, D. M., & Ardi, A. (2022). Evaluating local brand competitiveness in the Indonesian market. Jurnal Ekonomi dan Bisnis Indonesia, 37(2), 103–115.
Zahra, N., & Prasetyo, D. (2023). Influence of brand credibility and product quality on consumer decision making. Jurnal Penelitian Ekonomi dan Bisnis, 18(1), 39–48.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Manajemen, Bisnis dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
