Strategy to Attract Purchase Interest in New Brands: An Empirical Study of the Role of Brand Recognition andBrand Familiarity In Perceived Quality
Abstract
Abstract.The purpose of this study is to explore a conceptual model of how to attract purchase interest in new brands with brand recognition and familiarity, as well as the mediating role of perceived quality factors. Respondents in this study were 267 people who were determined using purposive sampling techniques with the criteria of someone who had consumed Mako Cake and Bakery products in Semarang City. This empirical research is an explanatory quantitative research using the Structural Equation Model (SEM) based on Partial Least Square (PLS) with the help of the SmartPLS 4 program as a data analysis tool. The results of the study revealed that the variables of brand recognition, brand familiarity and perceived quality have a positive and significant effect on purchase interest in new brands. As a new brand, brand recognition and familiarity are basic prerequisites needed to attract purchase interest. Consumers also tend to use perceived quality in forming purchase interest in new brands. Where the perception of quality can be formed from consumer recognition and familiarity with the brand. This is also related to consumer behavior on purchase interest in new brands. Consumers may buy old and well-known brands, but also have the urge or desire to explore new brands influenced by their perception that new brands come with better quality. The findings of this study can provide managerial implications for new brand entities, namely they can be used as an illustration in determining the right strategy to captivate consumers or attract buying interest by building brand recognition and familiarity, so that a good perception of the brand is formed.
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DOI: http://dx.doi.org/10.30659/jrbi.v14i2.43783
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