Purpose: This research aims to measure buying interest from air freshener. This product is new and wants to measure market willingness and the extent to which this product is in demand by consumers
Method: This research uses an online questionnaire to get the respondents. There are 5 variables that influence buying intention. The sampling technique using non-probability sampling with a sample size of 85. Data analysis techniques using multiple regression
Result: Brand name, packaging, product quality and advertising variables have no effect on buying interest while prices have a significant effect on buying interest
Limitation: This research is conducted in the second largest city (Surabaya) in Indonesia.
Originality / Value - This paper suggests contribution to the board of directors’ air freshener product
Adamu, U. G., & Bambale, A. J. (2016). The Effect of Brand Name on Consumer Purchase Intention in Kano Metropolis?: A Conceptual Model. International Journal of Management and Commerce Innovations, 4(1), 58–63. Retrieved from file:///C:/Users/dell/Downloads/The Effect of Brand Name-3084 (3).pdf
Arens, F. W. (1996), Contemporary Advertising, Irwin, United States of America: Mcgraw-hill Higher Education.
Burhanudin, R. (2017). PENGARUH IKLAN TRAVELOKA DI TELEVISI TERHADAP MINAT BELI KONSUMEN (Studi di Indonesia). E-Proceeding of Management, 4(2), 1453–1459.
Calvo-Porral, C., Martínez-Fernández, V. A., Juanatey-Boga, O., & Lévy-Mangín, J. P. (2015). Measuring the influence of customer-based store brand equity in the purchase intention. Cuadernos de Gestion, 15(1), 93–118. https://doi.org/10.5295/cdg.130408cc
Dean, D. H. (1999), “Brand endorsement, popularity, and event sponsorship as advertising cues affecting consumer pre-purchase attitudes”, Journal of Advertising, Vol. 28 No. 3, pp. 1-12.
Farooq, S., Habib, S., & Aslam, S. (2014). Influence of Product Packaging on Purchase Decisions. European Journal of Social and Human Sciences , 2014, Vol.(3 ), ? 3, III(2012), 144–150.
Jefkins, F. (1997). Periklanan Edisi III. Penerbit Erlangga.
Garvin, D.A. (1998), Managing Quality: The Strategic and Competitive Edge, The Free Press, New York)
Gontijo, P. F. D., Rayman, J., Zhang, S., & Zaidel, E. (2002). How brand names are special: Brands, words and hemispheres. Brain and Language, 82, 327–343
Ha, H. Y., & Janda, S. (2014). The effect of customized information on online purchase intentions. Internet Research, 24(4), 496–519. https://doi.org/10.1108/IntR-06-2013-0107
Hussain, S., Ibrahim, M., & Noreen, A. (2015). Impact of Product Packaging on Consumer Perception and Purchase Intention. Journal of Marketing and Consumer Research, 10(2011), 1–10.
Karampour, A., & Ahmadinejad, B. (2016). Purchase Intention for a Private Label Brand?: Direct Impact of Factors including Price Sensitivity , Understanding Brand , Image of Private Brands and Mental Image of Store?: Case Study?: Etka Chain Stores. Kuwait Chapter of Arabian Journal of Business and Management Review, 3(7), 417–426. https://doi.org/10.12816/0018300
Khan, M. M., Waheed, S., & Ahmad, N. (2018). Product Packaging and Consumer Purchase Intentions. Market Forces College of Management Sciences, volume 13(December), 97–114.
Kotler, P. and Armstrong, G. (2012). Principles of marketing. 14th ed. Boston: Pearson Prentice Hall.
Kotler, P. and Keller, K. (2014) Marketing Management. 15th Edition, Prentice Hall, Saddle River
Kronrod, Ann & Lowrey, Tina M., 2016. "Tastlé-Nestlé, Toogle-Google: The effects of similarity to familiar brand names in brand name innovation," Journal of Business Research, Elsevier, vol. 69(3), pages 1182-1189
Kurnia, M. R. (2016). Pengaruh Merek, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Peralatan Olahraga Tenis Meja Oke Sport Di Kecamatan Wonosari. Jurnal Bisnis Dan Ekonomi (JBE), 24(1), 33.
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005
Moriuchi, E., & Jackson, P. R. (2017). Role of brand names and product types on bicultural consumers’
purchase intentions. Journal of Consumer Marketing, 34(1), 53–65.
https://doi.org/10.1108/JCM-10-2014-1190
Olson, J. C. & Jacoby, J. (1972). Cue Utilization in the quality Perception Process, in Proceedings, ed. M. Venkatesan, Association for Consumer Research, pp. 167-179.
Park, M., & Lennon, S. J. (2009). Brand name and promotion in online shopping contexts. Journal of Fashion Marketing and Management: An International Journal, 13(2), 149–160. https://doi.org/10.1108/13612020910957680
Richardson, P. S., Dick, A., & Jain, A. K. (1994).Extrinsic and intrinsic cue effects on perception of store brand qu
In-Text Citation: (Nuraini et al., 2019)
To Cite this Article: Nuraini, M. W., Qur’anna, W. W., Nurjanah, D., Sekarkinasih, J., Firnanda, D. Y., & Fazlurrahman, H. (2019). Measuring Intention to buy Air freshener product based on Brand Name, Packaging, Product Quality, Price, and Advertising in Indonesia. International Journal of Academic Research in Business and Social Sciences, 9(7), 470–483.
Copyright: © 2019 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
