The Moderating Role of Brand Image in the Impact of Product Quality and Product Variety on Purchase Interest

Virgo Simamora, Endy Pravitasari, Umy Robiyah Kasabiyah

2023

Abstract

Instant noodles, often known as instant ramen, are a popular type of meal in Indonesia as they are delicious, affordable, and easy to prepare. The goal of this research is to determine the effect of product quality and variety on purchasing intent, with brand image as a moderating variable. This study's population consists of frequent instant noodle consumers in Jakarta, with an unknown population size. The sampling method used was non-probability sampling, and the sample size was 120 participants. Data was collected using questionnaires sent to eligible respondents. The data was then analyzed using a structural equation model (SEM) analytical technique with PLS (Partial Least Square) utilizing SmartPLS 3.0 software. According to the data, both product quality and variety of products influenced consumers’ willingness to buy instant noodles. Lastly, this study found the moderating effect of brand image does not exist on the impact of product quality and product variety on purchasing intention.

Paper Citation

in Harvard Style

Simamora V., Pravitasari E. and Kasabiyah U. (2023). The Moderating Role of Brand Image in the Impact of Product Quality and Product Variety on Purchase Interest. In Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA; ISBN 978-989-758-691-0, SciTePress, pages 344-349. DOI: 10.5220/0012582000003821

in Bibtex Style

@conference{iscp uta '45 jakarta23,
author={Virgo Simamora and Endy Pravitasari and Umy Robiyah Kasabiyah},
title={The Moderating Role of Brand Image in the Impact of Product Quality and Product Variety on Purchase Interest},
booktitle={Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA},
year={2023},
pages={344-349},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012582000003821},
isbn={978-989-758-691-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA
TI - The Moderating Role of Brand Image in the Impact of Product Quality and Product Variety on Purchase Interest
SN - 978-989-758-691-0
AU - Simamora V.
AU - Pravitasari E.
AU - Kasabiyah U.
PY - 2023
SP - 344
EP - 349
DO - 10.5220/0012582000003821
PB - SciTePress