Online ISSN: 2515-8260

Keywords : Purchase Intention


The Role of Sales Promotion Girl on Purchase Intention

Ana Rusmardiana; Fenni Supriadi; Rita Irviani; Hamid Mukhlis; Rahul Chauhan

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 2, Pages 1311-1325

Some companies have various strategies to build the strong value of the companies’ brand
image so that the consumers intend to buy the products through strengthening sales promotion,
product quality, and empowering the use of celebrity endorsers. Therefore, the purpose of this
study is to analyze the effect of sales promotion, product quality, and celebrity endorser in
building Brand Image to trigger purchase intention so that the main objective of this research is to
examine the role of the mediating effect of Brand Image. By implementing Multiple regression
analysis, the results of this study show that sales promotion, product quality, and celebrity
endorsers affect brand image, and brand image has a mediating role in boosting consumer
purchase intention. Celebrity endorser has the highest influence on brand image. The higher
brand image has, the higher purchase intention will be created due to the more attractive celebrity
endorser role, then followed by intensive sales promotions and high product quality.

PURCHASEINTENTION OF ELDERLY IN A PANDEMIC COVID-19 SITUATION BASED ON ANALYSIS OFCUSTOMER-BASED BRAND EQUITY

Hadi Masyhurrosyidi; Sri Hartini; AryoDwipo Kusumo; Windhu Purnomo

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 5, Pages 709-721

Background: During an unpredictable situation (uncertain environment), high purchase intentions for better and quality services results providers need an extraordinary level of expertise in the healthcare market. Purpose: To determine the effect of customer-based brand equity on purchase intention. Method: observational study with cross-sectional design. The population was all elderly in the East Lombok Regency, samples that fulfilled the criteria; not experience chronic diseases such as stroke, cataracts, chronic kidney disease (CKD), severe diabetes mellitus, and coronary heart disease. Measurement of independence used the ADL Bartle Index instrument. The cognitive level used the MMSE instrument and respondents were willing to fill in the questionnaire. Results: the characteristics of respondents and customer-based brand equity on purchase intention used the chi-square test and fisher's exact test. Risk estimates and 95% confidence intervals of customer-based brand equity, namely brand awareness 1,243 (1,000 to 1,546), brand association 1,245 (1,014 to 1,527), perceived quality 1,229 (1,014 to 1,488), and brand loyalty 1,240 (1,039 to 1,479), the test results showed a significant relationship and had a prevalence ratio (PR)> 1 to the purchase intentionof outpatient health centers. Conclusion: the majority of respondents who have an elderly purchase intention for outpatient services at the public health center

HALAL MEDICINE PURCHASE INTENTION AMONG SOUTH EAST ASIAN CONSUMERS

Nico Alexander Vizano; Anis Fittria; Mohamad Nuryansah; Muhammad Rikza Muqtada; Gufron .; Moh Farhan; Agus Purwanto

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 7, Pages 58-77

This paper is an explanatory sequential mixed methods research aimed to explore and investigate the influence of halal medicine perception, halal medicine quality, halal medicine safety and halal medicine knowledge on purchase intention of consumers in South East Asia. The first stage is a quantitative analysis, the questionnaires were distributed randomly in by online electronic questionnaires and use snowball sampling technique, total of 340 respondents were filled online electronic questionnaires. The data processing and hypotheses which were tested using Structural Equation Model (SEM) Linear and Structural Model (LISREL), The next stage is a qualitative analysis exploring factors influence of non muslim consumers to buy halal medicine. Primary data collection using in-depth interviews with 5 (five) of consumers who were selected and determined using purposive sampling method Our analysis results indicated that halal medicine perception has a significant effect on purchase repetition , halal medicine quality has a significant effect on purchase repetition, halal medicine safety has significant positive influences on the purchase repetition and also halal medicine knowledge has a significant effect on purchase repetition. The result of this study may provide an insight to halal medicine producers to look into the South East Asian consumers as one of their target market in halal medicine industry and will help to know the level of South East Asian Consumers knowledge and perception toward halal medicine. Novelty of this research is a new model of halal medicine perception, halal medicine quality, halal medicine safety and halal medicine knowledge on purchase intentions of South East Asian consumers in Indonesia with the Explanatory Sequential Mixed Methods method with the scope of the territory of a country. This research can be a reference for similar research, and subsequent research can be conducted in other countries and could be adapted and adopted by other countries or in other regions.