The Moderating Role of Brand Image in the Impact of Product

Quality and Product Variety on Purchase Interest

Virgo Simamora, Endy Pravitasari and Umy Robiyah Kasabiyah

Faculty of Economics, Business and Social Science, Universitas 17 Agustus 1945 Jakarta, Indonesia

Keywords: Product Quality, Product Variation, Buying Interest and Brand Image.

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.

1 INTRODUCTION

Instant noodles, also known as instant ramen, are a

kind of meal that consists of noodles that have been

precooked and dried before being packaged for sale

in blocks with powdered seasonings and/or oil.

Instant noodles have become a popular cuisine in

Indonesia due to their delicious taste, affordability,

and ease of preparation. Indonesia is the second-

largest manufacturer of instant noodles over the world

after China, according to the World Instant Noodle

Association (2020). It produces delicious and high-

quality instant noodles. According to Top Brand

Index Tracking (2020), the four largest instant noodle

firms in Indonesia are Indomie (which produces 70%

of the country's instant noodles), Mie Sedap, Sarimi,

and Supermie. This phenomenon explains a strong

intention of Indonesian to purchase instant noodles.

Purchase intentions are defined by (Kotler et al.,

2018) as the response of consumers who have a

favorable attitude toward a product (Roozy et al.,

2014). According to earlier research in Indonesia,

several variables influence customers' intentions to

purchase a product. The research of Yoo et al., (2000)

conducted the study that found that the quality of the

goods influences the consumers' intention to make a

purchase. The research of (Djatmiko & Pradana,

2016) discovered that brand image has an impact on

consumers' intents to purchase Samsung Smartphone.

Moreover, the research conducted by (Darmawan &

Arifin, 2021) has shown the influence of product

variety of bar soap on consumers' intentions to buy

the bar soap. According to those Indonesian studies

on consumer behavior, the quality of the goods, the

variety of the product, and the brand image all

positively influence purchasing interest. The key

issue in this current study was the role of brand image

as a moderator between product quality and product

variety in customers' desire to purchase instant

noodles. The purpose of this study is to evaluate how

the role of brand influences the impact of product

quality and variety on customers' intentions to

purchase instant noodles. Ranked as the world's

second-largest producer of instant noodles, this study

aids entrepreneurs in comprehending consumer

behavior, a key factor influencing consumer

purchasing intent.

344

Simamora, V., Pravitasari, E. and Kasabiyah, U.

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

DOI: 10.5220/0012582000003821

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 4th International Seminar and Call for Paper (ISCP UTA ’45 JAKARTA 2023), pages 344-349

ISBN: 978-989-758-691-0; ISSN: 2828-853X

2 LITERATURE REVIEW

2.1 The Impact of Quality Product on

Purchasing Intentions

While several aspects are known to affect consumers'

propensity to make a purchase, research has

consistently shown that product quality is the single

most influential (Lee et al., 2019). Also, Product

quality is among the factors that has the greatest

impact on consumers' interest in purchasing items,

according to the research done by Iskandar et al.,

(2015). Furthermore, (Yoo et al., 2000) explained that

when selecting a product, buyers choose a brand

whose product quality has been shown. Interestingly,

(Alam, 2020) observed that when customers buy

imported cosmetics, they act differently than when

they buy local cosmetics. Product quality is one of the

influencing variables that influence customer

purchasing interest when purchasing imported

cosmetic goods; conversely, while purchasing local

cosmetic products, product quality is one of the

influencing factors that make customers not

interested in purchasing. The prior research has

encouraged the present study to propose a hypothesis,

as follows:

H1: Produk quality impact on consumers’

intentions to purchase instant noodles.

2.2 The Impact of Variety Product on

Purchasing Intentions

Kotler et al., (2018) define product variation as a

product unit that is part of a brand or product line and

may be differentiated from other product units in

terms of size, price, appearance, or some other

attribute. The significance of product variety

regarding purchasing decisions has been shown by a

few earlier research. Haitao (2022) and (Darmawan

& Arifin, 2021) agree on how variety of product

affect consumers' buying intentions. Furthermore, the

research conducted (Lestari & Novitaningtyas, 2021).

discovered the correlation between the quantity of

product variants, the facilities, and the quality of

product provided by I-cos Café, Semarang on

customers’ intentions. Taking into consideration the

findings of earlier studies, the following is the

formulation of the research hypothesis that will be

investigated:

H2: Variety product impact on consumers’

intentions to purchase instant noodles.

2.3 The Impact of Brand Image on

Purchasing Intentions

Companies build brands via associating certain

names, phrases, symbols, and designs with their

products to set them apart from rivals' offerings

((Kotler et al., 2018). (Djatmiko & Pradana, 2016)

discovered a substantial influence of brand image on

consumer’s willingness to buy Samsung Smartphone.

The findings of (Djatmiko & Pradana, 2016) are

consistent with (Kittikowit et al., 2018) study, which

indicates that brands, along with other variables such

as quality, price, and social media, have been shown

to have a beneficial influence on customer purchasing

interest. Moreover, prior research of (Haitao, 2022)

has found the impact of brand image and price on

consumers' willingness to buy a product. Earlier

research shown the importance of brand image in

raising customers' propensity to purchase a product.

As a result, the following hypothesis is suggested in

this research.

H3: Brand image impact on consumers’ intentions

to purchase instant noodles.

2.4 The Impact of Quality Product on

Purchasing Intentions Moderated

by Brand Image

Prior study has revealed that the quality of a product

influences purchasing intentions. (Iskandar et al.,

2015); (Lee et al., 2019); (Yoo et al., 2000); (Alam,

2020). Furthermore, numerous prior research have

shown the influence of brand image on customer

willingness in buying products ((Djatmiko &

Pradana, 2016); (Kittikowit et al., 2018); (Haitao,

2022). In previous study, brand image was commonly

utilized as a moderating variable to explain its role in

affecting the impact of many variables on consumers'

purchasing intentions.

The research of (Ats-Tsauri et al., 2022) have

found that brand image increased consumer interest

in purchasing automobile items. Similarly, the study

of (El-Said, 2020) have showed the role of brand

image in strengthening the impact of e-customers’

reviews on customers' willingness to buy products.

The following hypothesis was developed based on the

earlier studies that brand image strongly influences

the association between product quality and purchase

intention:

H4: Quality of product impact on purchasing

intentions moderated by brand image for instant

noodles.

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

345

2.5 The Impact of Product Variety on

Purchasing Intentions Moderated

by Brand Image

Numerous studies have been conducted in the past

(Darmawan & Arifin, 2021); (Lestari &

Novitaningtyas, 2021); (Haitao, 2022) have shown

the effect of products variety \on customers’ intention

to make a purchase. Furthermore, numerous prior

research have shown the impact of brand image on

customer willingness to purchase products

((Djatmiko & Pradana, 2016); (Kittikowit et al.,

2018); (Haitao, 2022). In past studies, brand image

was frequently used as a moderator variable to

explain the influence of the independent variable on

the dependent variable. The research of (Ats-Tsauri et

al., 2022) have found that the role of brand image

exist in increasing the in purchasing automobile

items. Similarly, the study of (El-Said, 2020) have

showed that brand image increased the influence of

online reviews on customers' intention to buy. The

variety of products is associated with higher purchase

intent, and this study tested the idea that consumers'

perceptions of brands moderate this relationship. The

following hypothesis was formulated as follows:

H5: Variety of product impact on purchasing

intentions moderated by brand image for instant

noodles.

3 METHODS

The goal of this study is to see how product quality

and variety affect purchasing intent, with brand image

acting as a moderating variable. The population of

this study is a frequent consumer of instant noodles in

Jakarta, with an unknown population size. The

sample size was 120, and the sampling method was

non-probability sampling.

All the samples are Indonesians who live in

Jakarta and routinely consume instant noodles, which

are used as sample criteria in this study. Data is

collected by using questionnaires that have been

validated and verified for their reliability and validity.

Then, a structural equation model (SEM) analysis

technique with PLS (partial least squares) using

SmartPLS 3.0 software was used to analyze the data.

Previous study has identified eight product quality

indicators: the performance of product features,

product reliability, product consistency, product

durability, service ability, the aesthetics of product,

the quality of product; 4 indicators of the variety

product (brand variations, product completeness, size

variations, quality product variations); 3 indicators of

brand image (product attributes, benefits obtained by

consumers, brand personality); and three indicators of

buying intentions (transactional purchasing interest,

referral purchasing interest, preferred purchasing

interest, and exploratory purchasing interest.

4 RESULTS AND DISCUSSIONS

4.1 Characteristics of Respondents

Table 1: Respondent’s Profile.

Gender

Total of

number

Pеrcеntagе

(%)

Male 44 36,7%

Female 76 63,3%

120 100%

Age

Total of

number

Percеntagе

(%)

11 – 15

ears

6 4,9%

16 – 21

ears

64 53,4%

22 – 26

ears

50 41,7%

120 100%

Source: proccessed questionnaire

There were 120 respondents who satisfied the sample

requirements and completed the questionnaire given

via the Instagram account platform. As seen in Table

1, many respondents are male and most of them are

16 – 23 years old.

4.2 Evaluating the Measurement Model

The SmartPLS 3.0 software was utilized to describe

the correlations between the latent variables and their

indicators. Because all the indicators utilized are

reflective, validity testing refers to loading factors

with the results larger than 0.7 and the values of AVE

greater than 0.5 (Ghozali, 2015).

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Table 2: Factor Loading.

Indicators Outer Loadings

QP.1 0,738

QP.2 0,792

QP.3 0,741

QP.4 0,789

QP.5 0,877

QP.6 0,828

QP.7 0,876

QP.8 0,815

VP.1 0,759

VP.2 0,963

VP.3 0,962

VP.4 0,726

PI.1 0,879

PI.2 0,933

PI.3 0,793

PI.4 0,932

BI.1 0,734

BI.2 0,866

BI.3 0,904

Source: processed questionnaire (2022)

Table 3: AVE.

Variables Average Variance

Extracted (AVE)

Purchasing intentions

(PI)

0.734

Quality of product

(QP)

0.654

Variant of product

(VP)

0.810

Brand Image (BI) 0.702

Source: processed questionnaire (2022)

As shown in Table 2, all the loading factors for the

indicators of quality product, product variation,

purchase intents, and brand image are greater than

0.7. Furthermore, as seen in Table 3, the AVE for

each variable of purchasing intents, product quality,

product variation, and brand image is greater than 0.5.

As a result, the need for the measurement model's

validity test is accepted.

Table 4: Composite reliability, Cronbach’s Alpha, and

AVE.

Variables Composite

reliability

Cronbach’s

Alpha

Purchasing

intentions (PI)

0.932 0.907

Quality of

product (QP)

0.938 0.925

Variant of

product (VP)

0.927 0.877

Brand Image

(BI)

0.875 0.793

Sources: processed questionnaire (2022)

As the value of composite reliability and

Cronbach’s alpha for each variable of purchasing

intents, product quality, product variation, and brand

image is greater than 0.7, reliability requirement is

fulfilled. Given that the measurement model has met

the criteria for validity and reliability, the model that

was developed for this study can be utilized to test the

hypothesis.

4.3 Evaluating the Structural Model

The structural model test seeks to predict causal

linkages (cause-effect links) between latent variables

or variables that cannot be directly quantified.

(Ghozali, 2015). The structural model is tested by

referring to the value of R

and the amount of

coefficient, as shown below.

Table 5: Coefficient of determination.

Variable R Square R Square

Adjusted

Purchasing

Intentions

0.967 0.966

Sources: processed questionnaire.

Table 4 shows that of the variables that affected

consumers' interest in buying instant noodles, 96.7%

were related to product quality, variety, and brand

image, while 3.3% were unrelated. This research

yielded a coefficient of determination of 0.967.

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

347

4.4 Hypothesis Testing

4.4.1 The Impact of Product Quality on

Purchase Intention

Based on the results of this study, product quality

impact on consumers’ intention as the value t

statistics is 11.979, greater than the value of t table of

1.96, hence, the H1 is accepted. This provides support

for the first hypothesis, which states that consumers'

desire to buy instant noodles is positively and

significantly influenced by product quality. The

results of this research are in line with the results of

previous research, which explains that product quality

is the most important aspect influences consumer’

willingness to buy a product (Iskandar et al., 2015);

(Lee et al., 2019); (Yoo et al., 2000). According to

this study, the availability of information on

nutritional value, product composition, presentation

method, delicious taste, information about the

product's validity period, and clear consumer service

provided by the instant noodles’ producer explain the

quality of instant noodles and their impact on

consumer interest in purchasing instant noodles

products.

4.4.2 The Impact of Product Variety on

Purchase Intentions

The study found the impact of product variety on

consumer interest in buying instant noodles, with the

value of t-statistic 8.764 > t-table of 1.96. This

supports previous research that product variants have

a significant impact on purchase interest. The

availability of various flavors, sizes, and pricing

influences consumer interest in purchasing instant

noodles. Therefore, hypothesis H2 is accepted,

indicating that product variety has a major influence

on customer purchasing intentions.

The outcomes of this study back up previous

findings that product variety has a significant impact

on consumers’ willingness in purchasing a product

(Djatmiko & Pradana, 2016); (Kittikowit et al.,

2018); (Haitao, 2022). From the results of this

research, this study has learned how product variety

impact on consumers’ purchasing intentions.

4.4.3 The Impact of Brand Image on

Purchase Intentions

According to this research, brand image significantly

influences consumers' intentions to buy instant

noodles, with a t-statistic value of 5.342 > t-table of

1.96. The image of instant noodles, known as a

delicious, affordable, and easy-to-serve product,

positively affects consumer interest in purchasing

instant noodles. This supports the findings of

previous research showing that brand image has a

positive and significant influence on purchase

interest. (Djatmiko & Pradana, 2016); (Kittikowit et

al., 2018); (Haitao, 2022). Hence, H3 is accepted.

This study explains the significance of developing a

brand image for food products in order to raise

consumers' intention to purchase instant noodles.

4.4.4 The Impact of Product Variety on

Purchasing Intentions Moderated by

Brand Image

The findings of testing H4 generated the t statistics of

0.551 < t table of 1.96, indicating that H4 is not

accepted. This finding did not support the findings of

(Ats-Tsauri et al., 2022), who discovered there is an

influence of brand image on the quality of brand

image on consumer purchasing interest. Furthermore,

the results of this study contradict the study of (El-

Said, 2020), which found that brand image plays a

role in increasing consumer interest in booking hotel

services.

4.4.5 The Impact of Product Variety on

Purchasing Intentions Moderated by

Brand Image

The results of testing H5 obtained a t-statistic of 0.398

< t-table of 1.96, which explains that H5 is not

accepted, meaning brand image does not play a role

in the impact of product variety on consumers'

intention to buy instant noodles. Contrary to previous

research by (Ats-Tsauri et al., 2022), which found that

brand image affects the influence of quality on

consumer purchase interest, this study's results do not

support this idea. In addition, the study's findings go

counter to those of (El-Said, 2020), which indicated

that consumers' perceptions of a brand can influence

their propensity to book a hotel's services.

5 CONCLUSION

According to this study, product quality impacted on

consumers’ intentions to buy instant noodles.

Furthermore, the study found that product variety has

a substantial influence on customer interest in instant

noodles. Moreover, according to the findings of this

study, brand image has not been shown to moderate

the influence of product quality on purchase

intention. Finally, brand image has not been shown to

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moderate the influence of product variety on buy

intention.

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