Proceedings of The 5th International Conference on Opportunities and Challenges in Management, Economics and Accounting
Year: 2019
DOI:
The relationship between product quality and brand image with willingness to buy
Kristiana Haryanti, Theresia Dwi Hastuti, Andreas Lako and Krisprantono
ABSTRACT:
The purpose of this study is to empirically examine the concepts of product quality consisting of eight dimensions (performance, reliability, features, conformance, durability, service ability, aesthetic, and customer perceive quality) and brand image with willingness to buy. The subjects in this study were buyers of Lasem batik in Central Java, Indonesia. Lasem Batik is Indonesian traditional fabric originating from Lasem city in Central Java, Indonesia. There are several hypotheses put forward: 1). There is a relationship between product quality and brand image with willingness to buy; 2). There is a relationship between product quality and willingness to buy by controlling brand image 3) There is a relationship between brand image and willingness to buy by controlling product quality. As predicted, the results of the analysis of the three hypotheses showed a positive and significant relationship. The findings and implications for further research are discussed.
Keywords: product quality, brand image, and willingness to buy.