https://dinastipub.org/DIJMS Vol. 4, No.

1, September 2022

e-ISSN: 2686-522X, p-ISSN: 2686-5211

Received: 27 Agust 2022, Revised: 18 September 2022, Publish: 29 October 2022
DOI: https://doi.org/10.31933/dijms.v4i1
https://creativecommons.org/licenses/by/4.0/

The Role of Brand Image and Product Quality on Purchase

Intention (Study Literature Review)
Niu Haitao
Lecturer of Fujian Normal University, Fuzhou, China, email: [email protected]

Corresponding Author: Niu Haitao

Abstract: The literature review article on the Role of Brand Image and Product Quality on
Purchase Intention (Study Literature Review) is a scientific article that aims to build a
research hypothesis on the influence of variables that will be used in further research, within
the scope of Marketing Management. The method of writing this Literature Review article is
the library research method, which is sourced from online media such as Google Scholar,
Mendeley and other academic online media. The results of this Literature Review article are
that: 1) Brand Image has an effect on Purchase Intention; and 2) Product Quality has an effect
on Purchase Intention. Apart from these 3 exogenous variables that affect the endogenous
variable of Purchase Intention, there are still many other factors including Price, Place and
Service Quality variables.

Keywords: Brand Image, Product Quality, Purchase Intention

INTRODUCTION
Companies or sellers need a consumer or buyer so that the products they sell or offer are
bought by consumers, the goal is to make a profit. However, in reaching consumers who want
to buy the products offered or decide to purchase, consumers have the intention to buy. This is
what drives them to make purchases. The intention is based on the need for the product being
sold or based on the desire to buy the product.
Based on this, the researchers determined the formulation of the problem as follows::

Formulation of problem
1. Does Brand Image play a role in Purchase Intention ?
2. Does Product Quality play a role in Purchase Intention ?

LITERATURE REVIEW
Purchase Intention
Purchase intention is a tendency and desire that strongly encourages individuals to buy
a product (Bosnjak et al, 2006). Purchase intention is a consumer behavior that occurs when
consumers are stimulated by external factors and come to buy based on their personal decision
characteristics and decision-making processes (Kotler, 2000). The indicators of Purchase

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Intention are: Interest in finding information about the product, considering buying, interested in
trying, wanting to know the product and wanting to own the product (Schiffman & Kanuk,
2008).
Purchase Intention has been studied by many previous researchers, including: (Ali,
Sastrodiharjo, et al., 2022), (Saputra & Mahaputra, 2022b), (Saputra & Mahaputra, 2022c),
(Sudiantini & Saputra, 2022).

Brand Image
Brand Image is a picture that represents the feelings of consumers and businesses about
the whole company or organization and its products or of the individual product lines (Kenneth &
Donald, 2018). Brand Image is the way people actually value a brand (Kotler & Keller, 2012).
Brand Image is a collection of memories contained in the minds of consumers of a brand (Sangadji
& Sopiah, 2013). Brand image indicators include: 1) Recognition; 2) Reputation; 3) Affinity; and
4) Domain (Aaker, 2010).
Brand Image has been widely studied by previous researchers, among others: (Assagaf &
Ali, 2017), (Mansur & Ali, 2017), (Darwisyah et al., 2021), (Ali, Sastrodiharjo, et al., 2022),
(Mulyani et al., 2020), (Sivaram et al., 2020), (Agussalim et al., 2016), (SiVARAM et al., 2019).

Product Quality
Product quality is the product's ability to perform its functions, including durability,
reliability, and accuracy obtained by the product as a whole (Kotler & Keller, 2016). Product
quality is the physical condition, function and nature of a product that is related and can meet
consumer tastes and needs satisfactorily according to the value of money spent
(Prawirosentono, 2002). Product Quality indicators, namely: Performance, reliability,
aesthetics, durability, serviceability, perceived quality, additional features, and conformance to
specifications (Gaspersz, 2008).
Product quality has been widely studied by previous researchers including: (Mahaputra
& Saputra, 2021a), (Ilhamalimy & Ali, 2021), (Suharyono & Ali, 2015), (Saputra &
Mahaputra, 2022b).

Table 1. Relevant Previous Research Results

No Author (year) Previous Research Results Similarity with Difference with this
this article article
1 (Fatmawati M Determination Attitude Toward Discussing about There are difference in
& Ali, 2021) Using and Purchase Intentions: Purchase variable Perceived
Analysis of Perceived Ease of Use Intention Usefulness
and Perceived Usefulness (Case
Study of Instagram Shop’S Features
on Social Media Instagram)
2 (Mahaputra & Determination of Public Purchasing Discussing about There are difference in
Saputra, 2022) Power and Brand Image of Cooking Brand Image variables Public
Oil Scarcity and Price Increases of Purchasing Power and
Essential Commodities Price Increases
3 (Ilhamalimy & The Effect of Service Quality and Discussing There are difference in
Mahaputra, Product Quality on Purchase Product Quality variable Service Quality
2021) Decisions and Customer Satisfaction and Customer
(Marketing Management Literature Satisfaction
Review)
4 (Putra, 2021) Determination of Customer Discussing There are difference in
Satisfaction and Customer Loyalty Product Quality variable customer
to Product Quality, Brand Image and satisfaction, customer
Price Perception (Marketing loyalty, brand image and
Management Literature Review) price

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5 (M & Ali, Customer Satisfaction Model: Discussing There are difference

2017) Analysis of Product Quality and Product Quality variable in Customer
Service Quality on Brand Image at Satisfaction, Service
Giant Citra Raya Jakarta Quality and Brand Image
6 (Irwanty L The Influence of Product Quality and Discuss about In this study there is a
Situmorang, Advertising on Brand Image and product quality research locus, namely in
2017) Purchase Decisions of Pond's Brand Pekanbaru City
Beauty Products on Teenagers in
Pekanbaru City

RESEARCH METHODS
The method of writing scientific articles is the qualitative method and literature review
(Library Research). Assessing theory and the relationship or influence between variables from
books and journals both offline in the library and online sourced from Mendeley, Google
Scholar and other online media. In qualitative research, literature review must be used
consistently with methodological assumptions. This means that it must be used inductively so
that it does not direct the questions posed by the researcher. One of the main reasons for
conducting qualitative research is that the research is exploratory, (Ali & Limakrisna, 2013).
In the next stage, it will be discussed in depth in the section entitled "Related literature" or
"library review" (Review literature), as the basis for formulating hypotheses and in the final
stage these two literatures become the basis for making comparisons with the results and
findings. -findings revealed in research (Ali, H., & Limakrisna, 2013).

RESULT AND DISCUSSION

Based on relevant theoretical studies and previous research, the discussion in this
literature review article is as follows:

1. The Role of Brand Image on Purchase Intention

If a product or service has a good brand image in accordance with the indicators,
namely: 1) Recognition; 2) Reputation; 3) Affinity; and 4) Domain, it will play a role in
influencing consumer buying intentions. Consumer purchase intention will affect the sales and
profits of a business. In addition, if consumers are satisfied with the services provided, it will
have an impact on customer loyalty. Purchase intentions can arise from the needs and desires
of consumers themselves. Needs, for example, they intend to buy the product or service because
they are in need, while the purchase intention is based on desire, namely those who buy based
on the desire to have not because of need.

2. The Role of Product Quality on Purchase Intention

If product quality can be implemented or implemented properly in accordance with the
indicators, namely: Performance, reliability, aesthetics, durability, serviceability, perceived
quality, additional features, and conformity with specifications, it will play a role in purchase
intention. Good product quality will lead to customer satisfaction which will later relate to
customer loyalty. There are consumers who prioritize quality over price, meaning that whatever
price is given, it doesn't matter to him, as long as the product is of good quality.

Conceptual Framework
Based on the formulation of the problem, theoretical studies and previous research as
well as discussions between variables, the conceptual framework is set as follows:

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Brand Image
Purchase Intention

Product Quality

Figure 1. Conceptual Framework

Based on the conceptual framework picture above, then: Brand Image and Product
Quality affect Purchase Intention. Apart from the variables of Brand Image and Product Quality
affect Purchase Intention. There are other factors that affect Purchase Intention, including:
1) Price: (Supriyadi et al., 2019), (Sitio & Ali, 2019), (Riyanto et al., 2017), (Agussalim et al.,
2020), (Saputra & Mahaputra, 2022a), (Mahaputra & Saputra, 2021a), (Ali, 2020),
(Pandiangan et al., 2021), (Saputra, 2022b), (Sulistyowati et al., 2022), (Nursal, Komariah,
et al., 2022), (Panday & Nursal, 2021), (Soehardi et al., 2021), (Nursal, Rianto, et al., 2022).
2) Place: (Saputra, 2022b), (Hermawan, 2022b), (Saputra & Mahaputra, 2022c), (Shobirin &
Ali, 2019), (Saputra & Saputra, 2021), (Fahmi & Ali, 2022), (Nofrialdi, 2021), (Rahmayani
& Nofrialdi, 2022), (Pratikno et al., 2022), (Sari et al., 2021), (Yulianingrum et al., 2021).
3) Service Quality: (Noviriska, 2019), (Mahaputra & Saputra, 2021b), (Widodo et al., 2017),
(Mukhtar et al., 2016), (M & Ali, 2017), (Wahono & Ali, 2021), (Havidz et al., 2020),
(Hasyim & Ali, 2022), (Fauzi & Ali, 2021), (Hermawan, 2022a), (Gunawan et al., 2022),
(Christian et al., 2022).
4) Promotion: (Mahaputra & Saputra, 2022), (Erviani et al., 2019), (Saputra & Ali, 2022),
(Syauket et al., 2022), (Sutiksno, S. D. U., Rufaidah, P., Ali, H., & Souisa, 2017),
(Mahaputra & Saputra, 2021b), (Maharani & Saputra, 2021), (Hermawan, 2021), (Meutia
et al., 2021), (Hernikasari et al., 2022) (Hadita et al., 2020),
5) Corporate Image: (Kainde et al., 2021), (Saputra & Ali, 2021), (Ikhsani & Ali, 2017),
(Prayetno & Ali, 2020), (Agussalim et al., 2016), (Hazimi Bimaruci Hazrati Havidz, 2020),
(Saputra, 2022a), (Ali, Zainal, et al., 2022), (Rony et al., 2020).

CONCLUSION AND RECOMMENDATION

Conclusion
Based on the problem formulation, theoretical study and discussion above, researchers
can conclude hypotheses for further research, namely:
1. Brand Image berperan terhadap Niat Beli.
2. Kualitas Produk berperan terhadap Niat Beli.

Recommendation
Based on the conclusions above, there are many other factors that influence Purchase
Intention that can be used for further research, namely: Price, Place, Service Quality, Promotion
and Corporate Image.

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