Volume 3, Number 13, November�2022 e-ISSN: 2797-6068 and p-ISSN: 2777-0915
THE EFFECT OF BRAND AWARENESS, BRAND IMAGE AND TRUST ON
CONSUMER BUYING INTEREST
Andyan Pradipta Utama,
Aprilia Ningrum Ambarwati
Fakultas Ekonomi dan Bisnis Universitas Mercu Buana, Indonesia
Email: [email protected],
[email protected]
|
KEYWORDS Brand Awareness, Brand Image, Trust,
Repurchase Interest |
ABSTRACT This study is to analyze the effect of brand awareness
, brand image and trust on consumer repurchase intention of PT Astra
International Isuzu Warung Buncit
Branch. The object of this research is Isuzu truck customers who have bought
at least 2 times. Determination of sample size using the formula Hair et al.,
so that the sample used is 150 people. The research method used is
quantitative research and the data analysis method used is PLS ( Partial Least Square) technique through SmartPLS 3.2.9 software, using survey method, with
research instrument is a questionnaire. This study proves that brand
awareness has a negative effect with a value of -0.147 and is not significant
on consumer repurchase interest with a T-statistic value of 1.283. Brand
image has a positive and significant effect on consumer repurchase interest
and trust has a positive and significant effect on consumer repurchase interest.. |
INTRODUCTION
Currently, Indonesian automotive is one of the important pillars in
the country's manufacturing sector because of the large number of well- known
car companies opening their businesses in this country (Mandala, 2017). Marketers try to meet consumer
needs by upgrading them so that
consumers are satisfied with the products they buy. Their goal is to upgrade so that the resulting product
has a name in the hearts and minds of consumers.
By
increasing brand awareness in the minds of consumers, a marketer can increase
brand awareness by creating something different in their products, the goal is
that consumers can recognize and know a brand just by looking at the logo, image , and so on.
The creation of brand awareness on a product indicates that the product has
good quality because with brand awareness in a product, consumers already know
about the product. In addition, brand awareness is considered as a one of the factors that
influence interest in purchasing (Sustainable, 2021).
Creating
brand awareness to consumers is important in marketing because consumers are
formed in advance with information about the product, thus consumers become
interested and want to try the product . High brand
awareness will increase brand memory in consumers'
minds when consumers think about a product (Kumalasari &
Sugiarto, 2013).
Table 1
Data by Brand Year 2019-2022
Source: gaikindo.or.id
It can be seen in the table, that the Toyota,
Daihatsu and Honda brands are competitors of the Astra Isuzu Brand , we can see from the
table above that Toyota in 2019 totaled sales of 331,797, in 2020 it was
161,256, in 2021 it was 295,768 and in 2022 the data obtained up to April
amounted to 108,874. Total sales at Daihatsu in 2019 were 177.284, in 2020 it
was 90,724, in 2021 it was 164,908 and in 2022 sales until April were 66,473.
Furthermore, sales at Honda in 2019 amounted to
137,339, in 2020 amounted to 73,315, in 2021 amounted to 91.122 and in 2022
sales until April amounted to 45,414. And for the Isuzu Brand, total sales in 2019 were 25,270, in 2020 it was 16,422, in
2021 it was 26,636, and in 2022 sales up to April amounted to 11,897.
Isuzu, is
one of the mainstay products of PT Astra International, Tbk
where Isuzu is one of the companies
engaged in the automotive sector, especially four-wheeled vehicles or more that
use Diesel Direct Injection engines and
one of the largest company in Indonesia (Timoty, Mandey, &
Ogi, 2018).
In its business
activities, Astra Isuzu is in contact with PT Isuzu Astra Motor Indonesia
(IAMI) as the sole agent for Isuzu's Brand Holders (ATPM). Astra Isuzu currently has 52 outlets
(consisting of VSP outlets � serving buying and selling and servicing vehicles as well as 1 V
outlet) spread across almost all of Indonesia. In addition, to ensure customers
get genuine Isuzu spare parts, Astra Isuzu also cooperates with 2,297 part ner shops spread throughout Indonesia. (www.astraisuzu.co.id).
Table 2
Isuzu Sales Data for 2018-2020
Source: gaikindo.or.id
It can be seen that Isuzu managed to increase sales
from 2018-2020, namely 2018 by 2.3%, 2019 by 2.5% and 2020 by 3.2%. Seen from
the data above proves that the data does not experience problems because every
year it has increased. It's different in the showroom located at PT Astra Isuzu, the distended stall branch,
which has ups and downs in sales.
�of Sales Data for Astra Isuzu Warung Buncit
Source: PT Astra
International Isuzu Warung Buncit
branch, 2021
From the data in the table, it can be seen that sales
data at Astra Isuzu Warung Buncit
decreased in 2018 and increased again in 2019 and decreased again in 2020. Thus it can be concluded that at Astra Isuzu Warung Buncit there is sales
instability which increases and decreases every year. year.
When marketers have a new product in it, of course,
the main priority in marketing and introducing their products is to create
brand awareness for the product. If the brand and the basic product concept
have not been understood or not yet known by consumers, then brand awareness
must be formed first before consumers can have a positive attitude towards the
brand (Sudaryono, 2016). Attention to
advertising develops brand awareness, which can be assessed through brand
recall and recognition (Grigaliunaite & Pileliene, 2016).
Therefore, brand awareness is very influential in
attracting consumer interest. Apart from brand awareness, brand image is also
an influence in marketing a product, products that already have a good brand
image are of course more in demand by consumers than products that do not yet
have a good brand image. Because if the brand image of the product is good, it
means that the quality is also good. If the product already has a good brand image then in marketing the product it becomes very easy to
remember. Trust is built because of
the expectation that the other party will act in accordance with the needs and
desires of consumers (Putra & Heriyanto, 2017).
Apart from creating brand awareness which is a top
priority in introducing new products, brand image is also a problem for
consumers when they buy a product because, brand image is a strong variable in
companies and is very important in purchasing decisions for consumers (Nigam & Kaushik, 2011). in (Savitri & Wardana, 2018).
Therefore, the seller will think
about how to make the product have a good brand image, and vice versa, if the
brand image is negative, consumers tend to consider further when buying the
product (Sangadji & Sopiah, 2013) in (Dennisa & Santoso, 2016).
As in Isuzu why sales can
increase because of a good brand image of Isuzu products. The brand image is
obtained because the product is well known and has a lot of fans. A good
combination of supporting factors will be able to produce a strong brand image
for consumers (Aryadhe & Rastini, 2016).
In addition to the above
factors, the company
also needs to pay attention to other factors that can influence consumers to do
business repurchase such as trust (Hamdan, Kurniawan, Imaningsih, &
Samudro, 2021)
; (Wijayajaya & Astuti, 2018), personal selling (Prihatini & Gumilang, 2021), perceived quality (Izzudin & Novandari, 2018), security (Samudro & Hamdan, 2021), product knowledge (Della Fitriana, Hamdan, & Imaningsih,
2021);
utilitarian
values (Hamdan & Raharja, 2020),
brand awareness and brand association (Chinomona & Maziriri, 2017), risk perception (Hamdan
& Yuliantini, 2021).
This is one way for companies
to know what they need and want and provide satisfaction to consumers. Repurchase interest is
created because consumers feel that the quality of the product and the quality
of service provided is in accordance with what they expect so that consumers
will intend to buy our products at the next time (Faradiba, 2015).
To find out and test further
on the variables that are thought to influence repurchase intention, the
researchers used the variables of brand awareness, brand image, and trust as independent variables to be tested
further.
According
to (Luarn & Lin, 2003), trust
exists when consumers have confidence in the integrity, benevolence, competency, and predictability of the
seller. Consumer trust is built because
of the trust in the product. Consumers believe that the products they buy are
of good quality.
According to research conducted by (Utama et al., 2021), a good brand image will make consumers feel satisfied with the products used and this satisfaction will have implications for consumer loyalty to repurchase the product. While the research conducted by (Chae, Choi, Kim, Sung, & Cho, 2020) explains that brand trust achieved through shared experiences and activities is a necessary concept for a successful relationship between a company and its customers.
a.
Definition
of Brand Awareness
According
to (Bilgin, 2018), brand awareness is a reflection of concrete indicators of
a brand such as names, signs, symbols, and slogans, while brand image is the
position of the brand in the minds of consumers outside of these signs. Brand Awareness is a situation where consumers associate brands with
obtaining or seeking information about brands and brands that have a higher
level of awareness that can be considered to be used to meet their needs (Agnes, 2020). Consumers usually get brand awareness through
various kinds of existing marketing, for example communication channels, namely
smartphones, television, and an online advertisement that can make consumers
feel they have a guarantee for product quality and can reduce risk in
evaluating and selecting products when consumers want to buy a product. (Sasmita & Suki, 2015).
According to (Kotler & Keller,
2016) Brand Awareness relates to the
strength of the brand node or imprint in memory, which can be measured as the
ability of consumers to identify the brand under different conditions .
According
to (Yuliati & Maulidi, 2017)
said that brand awareness is one of the most important elements for companies , consumers tend to use brands that are known because
consumers assume that the brand is safe for consumption.
So from some of the opinions above,
it can be concluded that brand awareness is an ability where prospective buyers
have the ability to recognize or remember a brand because they have the
assumption that the brand is safe for consumption.
Following is the level of brand
awareness according to (Aaker, 1997)
Levels of Brand Awareness
Source: Aaker
(2018)
1. Top Of Mind
At this stage, consumers remember the
brand as the first thing that comes to mind when talking or being asked about a
particular product category. For example, when consumers are asked to name 5
brands of cellphones, or 5 brands of cars. The first name that appears and is
mentioned by consumers is the brand that occupies the top of
mind for consumers . In fact, because a brand is so strong with a certain product category,
consumers can mistake the product category by referring to me the account. For example, when we hear
people say "I bought Aqua" which actually means " I bought mineral water".
2. Brand Recall
Are the brands that are called later after
top of mind . A condition in which consumers can associate a brand
with a particular product category. For example , when consumers hear the word "Suz
u ki " then what is being discussed is "Motorcycle".
3. Brand Recognition
At this stage, consumers can only remember
a brand when someone else mentions the brand. For example, when consumers are asked to name
various brands of cellphones and consumers have mentioned all known brands until no more brands appear in the minds of consumers .
4. Unaware of Brand
At this stage, consumers really do not know or
have never heard of the brand.
In
increasing brand awareness, companies usually have their own ways to make
consumers aware of the company's brand. And usually in creating brand
awareness, one of the ways used to make consumers aware of the company's brand
is by using advertising. With advertising, consumers can see whether the
products offered through the advertisement are attractive or not, besides that,
using advertisements aims to make consumers aware of their needs. The most important goal of a company is to build a strong
brand that not only affects short-term revenue but is also beneficial in the
long-term (Shahid, Hussain,
& Zafar, 2017).
There is also an opinion from (Heryanto, 2018) that
consumers will be more likely to buy goods
or use services from a name that they trust and is easily recognizable, for
example from the company's logo and business tagline , the company's brand is the first thing that will appear
in consumers' minds when they buy. something.
Meanwhile,
according to (Roziq, 2020) brand awareness is usually used by companies as a tool to measure (monitoring) how effective and large the
performance of the brands they launch in the market is, so that if there is a
decrease in
brand awareness in consumers, companies
will carry out new strategies (usually through advertising agencies) as an
effort to increase brand awareness in
the minds of the public.
So the purpose of brand awareness
after looking at some of the research above it can be concluded that brand
awareness has a goal so that consumers are aware of their needs and one way is
by doing advertising.
c.
Brand
Awareness Dimensions and Indicators
According to (Kertamukti, 2015) dimensions and indicators
of brand
awareness is as follows:
1) Unware of brand (not aware of the brand),
namely a situation where
consumers are not yet aware of the existence of a brand.
2) Brand
recognition (brand recognition), is the ability of consumers to recognize a
product when they see the product.
3) Brand recall (recall of the
brand), occurs if
consumers have remembered the name of a brand only based on the product type
category or only at a glance, this means that the brand has been in the brand
recall level .
4) Top of mind , is the degree to
which the brand is the first to be remembered when consumers think of a product
category that can be recalled spontaneously without assistance.
(Brand Image)
Brand image is one of the
dimensions of consumer-based brand knowledge, which represents certain
associations when thinking about a particular brand (Shimp,
2014). In recent years due to technological developments, buyers
are much more aware and as a result they only buy brands that are well known
and suit their needs (Shabbir, 2017) . Brand image is taken
into consideration for consumers in determining their choice of various
products on the market today (Utama, Kosasih and Trisnawati, 2021).
According to Kotler and Keller
(2016) brand image is a name, term, sign, symbol, design, or a combination of
these, to identify and differentiate it from competitors' goods/services .
According
to Permana et al. , (2018), stated that brand image is
related to attitudes, beliefs and preferences for a brand. Consumers who have a
positive image of a brand will be more likely to make a purchase
.
Based on the understanding of
brand image presented by the experts above, it can be concluded that brand
image is a
perception held by consumers in assessing and believing in a product that is in
the consumer's memory.
b.
Dimensions and Indicators of Brand Image
Dimensions and indicators of brand image according to (Keller 1993) in Utama et al., (2021), namely :
1) Functional
benefits ; where the brand has a relationship
with profits in the consumption of goods/services,
2) Symbolic
benefits ; related to the need for social
recognition and self-esteem,
3) Experiential
benefits ; Discuss how customers feel after
using goods/services.
4) Social
benefits ; emphasize social needs when using
the product,
5) Appearance
enhances ; discusses improving the appearance
of consumers when using the product.
a. Definition of Consumer Trust
Consumer
trust is a consumer's belief that other people have integrity and can be
trusted, and the person he trusts will fulfill all his obligations in
conducting transactions as expected (Nurrahmanto, 2017).
According to Chinomona (2016), brand trust is defined as
consumer trust in a particular brand that can satisfy their desires, so that
when consumers have trust in the brand, a close relationship between the brand
and the customer can be built.
According to Mowen (2002) in Yusuf Fitra Mulyana (2016) he state that trust consumer is all Thing
or information which is
known by consumer and all conclusions made by consumers
about their attributes, objects and uses.
Whereas according to Cakmak (2016) states that brand trust has the
ability, capability, capacity needed to obtain consumer wants, and needs which
are described as consumer intentions towards brands and solutions to problems.
So from some of the opinions above,
it can be concluded that consumer trust is a consumer's belief in others, and
that trust is formed in 2 ways, namely, by direct and indirect formation.
b. Dimensions and indicators of
Consumer Confidence
Dimensions and indicators of consumer confidence according to Adji and Samuel (2014) , namely :
1) Trust
is a skill possessed by both
individuals and groups who use the emotional side, because what one party does
can have an influence on the other party based on the agreement of both
parties.
2) Intention
to trust, is a deliberate thing where
a person is ready to depend on others in a situation, this happens personally
and leads directly to others.
a.
Definition
of Repurchase Interest
The definition
of purchase intention is a greater willingness to
buy a product means a higher probability of buying it, but not necessarily
actually buying it .
Conversely, lower willingness
does not mean absolute impossibility to buy (Wang, 2014) . While
the definition of repurchase interest according to Nurhayati and Wahyu (2012) is the desire or action of
consumers to repurchase a product, because of the satisfaction received as
desired from a product. The repurchase intention
involves an individual's judgment about repurchasing a designated service from
the same company, taking into account his current situation and possible
circumstances (Chinomona, 2017)
According
to Corin, et al (2004) in Hendarsono and Sugiharto (2013) the notion of repurchase interest
is customer behavior where customers respond positively to what has been given
by a company and are interested in making return visits or re-consuming the
company's products.
Makens (2014), buying interest arises after an alternative evaluation
process. Meanwhile, according to Kotler and Kevin (2012), states after consumers buy the product, consumers are usually satisfied
or dissatisfied and engage in buying behavior
So from some of the opinions above,
it can be concluded that repurchase interest is a desire from consumers to
repurchase a product that arises after an alternative evaluation process that
makes consumers have a satisfied or dissatisfied perception of the purchase.
b.
Dimensions
and Indicators of Repurchase Interest
According to Ferdinand
(2014),
repurchase interest has the following dimensions:
1)
interest, namely the tendency of consumers to buy a product.
2)
Referential
interest, as a person's tendency to be able to provide product references to
others.
3)
Preferential
interest is an interest that reflects the behavior of someone who has a primary
preference for the product. This preference can only be replaced if something
happens with the product preference.
�HYPOTHESIS
DEVELOPMENT
1.
Influence Brand
Awareness
to Interest Buy Repeat
Saputro (2015), states that Brand Awareness has a positive effect on Purchase Intention in making elections. This also means that if
brand awareness of a product brand will have a role in helping consumers decide
how to obtain the highest benefits or uses expected from the product. In his
research Khan et al ., (2014) said that some
researchers revealed that brand awareness has a significant influence on buying
interest. Meanwhile, according to Saleem, et al (2015) brand awareness also allows consumers to recognize product
categories in helping consumers to make the buying decision. According to research conducted by Anggraini (2017) which states that brand awareness has a positive and significant
effect on repurchase intention . In other words, creating brand
awareness in consumers makes consumers aware of the brand on the product so
that when consumers recognize the products of the company.
It can be concluded from the above
statement regarding brand awareness has
a positive effect on repurchase intention. Then based on the statement, the following hypothesis can be
formulated:
H1. Brand Awareness has a positive effect on Consumer
Repurchase Interest.
2.
The
Influence of Brand Image on Repurchase Interest
Fakaubun (2019), suggests that if the brand image is getting better followed by higher customer
satisfaction, the repurchase interest will increase. Hamdan et al. (2021) Brand image is closely related to packaging
which can lead to the purchase of money for certain products and will increase sales .
Randika (2019), stated
that brand image has a positive and significant effect on repurchase intention. These results
indicate that if the consumer's perception of the brand image increases, the
repurchase intention will also increase, and conversely if the consumer's
perception of the brand image decreases, the purchase intention will also
decrease.
The results of this study are also the same as research
conducted by Arifin (2016) where brand image also has a significant positive effect on
repurchase interest .
It
can be concluded from the above statement that brand image has a positive
influence on repurchase interest. Then based
on the statement, the following hypothesis can be formulated:
H2. Brand
Image has a positive effect on Consumer Repurchase Interest
3.
The Influence of Trust
on Interest Buy Repeat
Arifi (2016) put
forward that build element trust consumer to brand make
it easy process taking decision
in choosing a brand. Apart from that, trust
brand give consumer
flavor safe and next consumer
will believe that brand will could reach needs or desire �them (Goh et al ., 2016).
Idirs (2018) and Fandiyanto and Ratih
(2017) suggest that trust is wrong one the variable take effect significant to interest
buy repeat consumers, the higher the
consumer's trust in the brand, the higher the intention to repurchase.
It can be concluded from the
statement above that consumer confidence has a positive influence on repurchase
interest. Then based on the statement,
the following hypothesis can be formulated:
H3. Consumer Confidence has a
positive effect on Consumer Repurchase Interest
Consumer Trust (X3)
Information :
H1 :
There is an Influence of
Brand Awareness (X1) on Consumer Repurchase Interest (Y)
H2 :
There
is an influence of Brand
Image (X2) on Consumer Repurchase Interest (Y)
H3 :
� There
is an effect of Trust
(X3) on Consumer Repurchase Interest (Y)
RESEARCH METHODS
The target of this research is consumers
who have made purchases at least 2 times and consumers who have used products
from Isuzu for at least 1 year at PT Astra International Isuzu, Warung Buncit Branch.
This research was conducted at
PT Astra International Isuzu Warung Buncit Branch which is located on Jl. Warung
Buncit Raya No. 9, Kalibata,
South Jakarta. This study covers the influence of brand awareness, brand image, consumer trust on
consumer repurchase intention at Astra Isuzu Warung Buncit.
Research design
The research conducted is causal
research. Causal research is a study to determine the effect of one or more
independent variables ( independent variable ) on the dependent variable (dependent variable). This study aims to
determine the effect
of brand awareness, brand image, and trust on consumers repurchase intention (study
at PT Astra International Isuzu, Warung Buncit Branch, South Jakarta).
In this study the researchers used the following variables:
Table 4
Operational Brand Awareness Variable
|
Variable |
Dimension |
Indicator |
Measurement Scale |
|
|
Unaware of brand (not
aware of the brand) |
1.
Creating a broad level of
awareness to be known by consumers 2.
Promote products to be
known by consumers |
ordinal |
|
Brand
Awareness (X1) |
Brand recognition (brand
recognition) |
1.
Mention traits to help
consumers identify the brand in question 2.
Knowing how many consumers
are reminded of the brand |
|
|
|
Brand recall (recall of the brand) |
1.
The second brand that
consumers remember 2.
Mention the second brand
after mentioning the first brand unaided |
|
|
|
Top of mind |
1.
The first brand mentioned
by consumers 2.
Consumers only give the
best one answer |
|
Source: Kertamukti (2015)
Table 5
Operational Variable Brand Image
|
Variable |
Dimension |
Indicator |
Measurement
Scale |
|
Brand Image (X2) |
Functional Benefits |
1.
Isuzu is very tough and easy to
drive . 2.
Isuzu is a safe and comfortable car. 3.
Isuzu is a durable product |
ordinal |
|
|
Symbolic Benefits |
1.
Using the Isuzu brand
, the car looks elegant. 2.
brand enhances the perception that I have the lifestyle I want. |
|
|
|
Social Benefits |
1.
brand helps me feel accepted in all groups of people. 2.
Isuzu brand can improve who I
am in the eyes of society |
|
|
|
Experiential Benefits |
1.
Isuzu brand makes me feel safe
and comfortable 2. Isuzu brand can increase the frequency of use |
|
|
|
Appearance Enhances |
1. Using the Isuzu brand is said to be more effective for my
needs than other brands 2.
brand makes a good impression on me |
|
Source:
Keller (1993) in Utama et.al (2021)
Table 6
Operational Variable Consumer Confidence
|
Variable |
Dimension |
Indicator |
Measurement Scale |
|
Trust (X3) |
Trust |
1.
Ability (Abilities) 2.
Confidence (Benevolence) 3.
Integrity (Integrity) |
ordinal |
|
|
Intention to believe ( trusting intention) |
1.
Willingness to depend |
|
Source: Adji and Samuel (2014)
Table
7
Variable Operational Repurchase Interest
|
Variable |
Dimension |
Indicator |
Measurement Scale |
|
Repurchase
Interest (Y) |
Explorative Interests |
1.
Information
Updates 2.
Responding
to route innovation |
ordinal |
|
Preferential
Interest |
1.
Excellent Service 2.
Openness |
|
|
|
Referral Minar |
1.
Recommend 2.
Social
media |
|
Source: Ferdinand (2014)
The
Likert scale is a method used to measure attitudes, opinions, and perceptions of a person or group of people about a
phenomenon social (Sugiyono, 2017). Various measurement scales can be in the form of: nominal scale,
ordinal scale, interval scale, and ratio scale, from the measurement scale
nominal, ordinal, interval, and ratio data will be obtained. The
scale used for this study is the Likert Scale. The Likert scale according to Sanusi (2014) is based on the sum of attitudes,
opinions and perceptions of a person or group of people in responding to
questions related to the indicators or variables being measured.
Table 8
Likert Scale Instruments
|
NO |
Items Instrument |
Score |
|
1 |
Very Agree |
5 |
|
2 |
Agree |
4 |
|
3 |
Doubt- R
doubt |
3 |
|
4 |
Not Agree |
2 |
|
5 |
Very Not Agree |
1 |
Source: Sugiyono (2017)
Population and Sample Study
In this study, the population selected by the researcher was from PT Astra International Isuzu, Warung Buncit branch.
In this
study, the researcher used a non- probability sampling with the Purpos ive Sampling method according to Sugiyono (2017)
Purposive Sampling
is a technique for determining the
sample by considering certain criteria. The criteria set by the author as a
respondent are as follows:
1). Respondents are consumers who
have purchased products from PT Astra International Isuzu.
2). Respondents
have used Isuzu products for at least 1 year.
Determination of the number of samples used in this study refers to the
statement by Hair et al ., (2017) that the number of samples as respondents must be adjusted to the
number of statement indicators used in the questionnaire, assuming nx
5 observed variables (indicators) up
to nx 10 observed
variables . (indicator). In this study, the number of items was 29 question
items used to measure 5 variables so that the number of respondents used was 29
x 5 = 145 and rounded up to 150 respondents.
The data collection technique used in this study was using a questionnaire.
Questionnaire can be given personally to the respondent. In this study, the researcher
used the convenience . technique sampling. According to Sekaran and Bougie (2017) convenience sampling is the collection of information
from members of the population who happy to be willing to give the answer and considered suitable with the specified sample
characteristics
The data that has been collected,
processed and analyzed in advance to make it easier to make decisions. The data
analysis used by this researcher aims to answer the questions listed in the
problem identification. The analysis analysis used is
as follows
According to Sugiyono (2017) descriptive analysis is analyzing data by describing or describing the data
that has been collected as it is without intending to make conclusions that
apply to the public or generalizations. Descriptive statistics are
used to analyze and present quantitative data with the aim of making a
systematic, factual and accurate description, picture, or painting of the
facts, characteristics and relationships between the investigated phenomena. In
other words Descriptive
analysis is a part of statistics that is used to describe or describe data
without the intention of generalizing or making conclusions but only explaining
that group of data.
In this study the researchers described the
respondents with the following categories: age, gender, occupation, and income.
Describe the answers to the questionnaire from
respondents by looking at the average answers and how many respondents answered
by choosing the weights provided, namely 5 (SS), 4 (S), 3 (RR), 2 (TS), and 1
(STS).
2.
Partial Least
Square Analysis (PLS)
PLS ( Partial Least Square ), is a Component analysis
method or Variance Based Structural
Equation Modeling where the data processing is a Partial Least Square (Smart-PLS ) version 3. 2.9 program . PLS ( Partial Least Square ) is an alternative model of covariance based SEM. PLS is intended
for causal-predictive analysis in
situations of high complexity and low theoretical support (Ghozali,
2014). The purpose of PLS is to find the optimal predictive linear relationship
in the data. Although PLS can also be used to confirm theory, it can also be
used to explain whether or not there is a relationship between latent
variables. As stated by Ghozali (2014) Partial Least Square (PLS) is a powerful analytical
method, therefore it is not based on many assumptions, so the data does not
have to be normally distributed multivariately , and the sample
does not have to be large.
PT Astra International Isuzu Warung Buncit Branch is located at Jl. Warung
Buncit Raya No.9 RT.7/RW.5, South Jakarta. PT Astra
International Tbk. � Isuzu Sales Operation or commonly referred to
as Astra Isuzu is a network of sales, maintenance, and repair services as well
as the supply of spare parts for Isuzu products, which was established in 1990 . Astra Isuzu currently has 52 outlets (consisting of VSP
outlets � serving buying and selling vehicles and servicing vehicles as well as
1 V outlet) spread across almost all of Indonesia. In addition, to ensure
customers get genuine Isuzu spare parts, Astra Isuzu also cooperates with 2,297
partshops spread throughout Indonesia. (www.astraisuzu.co.id).
Following this is table statistics descriptive results management characteristics respondent by Age:
Respondent Age Table
|
Age |
Frequency |
Percentage |
|
20-30 Years |
5 |
3.3% |
|
31-40 Years |
127 |
84.7% |
|
41-50 Years |
18 |
12% |
|
Total |
150 |
100% |
Source: Processing Output with SPSS 20, 2022
Based on the results of data processing in table 9 above shows that of the
150 respondents who have the highest to lowest number are as follows:
respondents aged 21-40 years as many as 127 respondents or 84.7%; respondents
aged between 41-50 years as many as 18 respondents or 12%; and respondents
20-30 years as many as 5 respondents or 3.3%
The following is a descriptive statistical table of
the results of processing respondents' characteristics by gender:
Respondent Gender Table
|
Gender |
Frequency |
Percentage |
|
Man |
127 |
84.7% |
|
Woman |
23 |
15.3% |
|
Total |
150 |
100% |
Source: Processing Output with
SPSS 20, 2022
Based on the results of data processing in table 10 above, it shows that
from 150 respondents there are 127 respondents or 84.7% of respondents are
male. And the rest, as many as 23 respondents or 15.3% of respondents are
female. So the majority of respondents in this study
were male respondents.
The following is a descriptive statistical table of the results of
processing respondents' characteristics by occupation.
Respondent Job Table
|
Work |
Frequency |
Percentage |
|
Private sector employee |
12 |
8.0% |
|
Businessman |
138 |
92.0% |
|
Total |
150 |
100% |
Source:
Processing Output with SPSS 20, 2022
Based on the results of data
processing in table 4.3, it shows that from 150 respondents there are 138
respondents or 92% with jobs as entrepreneurs; and there are 12 respondents or
8% with jobs as private employees. So the majority of
respondents in this study are respondents who work as entrepreneurs.
The following is a descriptive
statistical table of the results of processing the characteristics of
respondents based on education:
Respondent Education Table
|
Education |
Frequency |
Percentage |
|
S1 |
137 |
91.3% |
|
S2 |
12 |
8% |
|
S3 |
1 |
0.7 % |
|
Total |
150 |
100% |
Source: Processing Output with SPSS 20, 2022
Based on the results of data processing in
table 4.4, it shows that from 150 respondents there are 137 respondents or
91.3% with undergraduate education; there are 12 respondents or 12% with
master's education; and there is 1 respondent or 0.7% with doctoral education. So the majority of respondents in this study are respondents
whose education is S1.
The following is a descriptive statistical
table of the results of processing respondents' characteristics based on
income:
Respondent Income Table
|
Income |
Frequency |
Percentage |
|
10,000,000 |
2 |
1.3% |
|
>10,000,000 - 20,000,000 |
85 |
57% |
|
>20,000,000 |
63 |
42% |
|
Total |
150 |
100% |
Source: Processing Output with
SPSS 20, 2022
Based on the results of data processing in table 4.5 shows that from 150
respondents there are 85 respondents or 56.7 with a monthly income of Rp.
>10,000,000-20,000,000; there are 63 respondents or 42% with an income of
Rp. 20,000,000; and there are 2 respondents or 1.3% with an income of Rp. 10,000,000 . So the majority of
respondents in this study are respondents who have a monthly income of Rp.
>10,000,000-20,000,000.
Table
14
Description of Respondents' Answers Brand Awareness Variable (KM)
|
No |
Statement |
N |
mean |
Std Deviation |
|
1 |
Isuzu is an automotive company that uses Diesel
Direct Injection mesin |
150 |
4.16 |
0.844 |
|
2 |
Isuzu conducts promotions so that their products can
be known by consumers |
150 |
4.26 |
0.806 |
|
3 |
By looking at the logo consumers can immediately
recognize that the product is an Isuzu product |
150 |
3.98 |
0, 746 |
|
4 |
I remember the Isuzu brand when someone suggested a truck |
150 |
4.19 |
0, 822 |
|
5 |
I have knowledge of the products and prices offered
by Isuzu products |
150 |
4.19 |
0.8 00 |
|
6 |
I will think about repurchasing products from Isuzu
over other products |
150 |
4.17 |
0.893 |
|
7 |
When asked about the truck product category, the
brand that comes to your mind is the Isuzu brand |
150 |
4.02 |
0.871 |
|
8 |
The characteristics of Isuzu products have their own
characteristics |
150 |
3.9 0 |
0.873 |
Source: Processing Output with
SPSS 20, 2022
Based on the results of table 14 above, the instrument for the brand
awareness variable has the highest Mean
value in the statement " Isuzu does promotion so that its products can be known to consumers"
with a mean value of (4.26) with a
deviation value of 0.806. Meanwhile, the lowest mean value is found in the statement "The characteristics of
Isuzu products have their own characteristics" the mean value (3.90) with a deviation value of 0.873.
Table 15
Description of Respondents' Answers Brand Image (CM) Variable
|
No |
Statement |
N |
mean |
Std Deviation |
|
1 |
I think Isuzu is very tough and easy to drive |
150 |
4.13 |
0.583 |
|
2 |
Isuzu products are safe and comfortable cars |
150 |
3.81 |
0.849 |
|
3 |
I think Isuzu is a durable product |
150 |
3.87 |
0.971 |
|
4 |
I think by using the brand from Isuzu, the
car looks elegant |
150 |
4.17 |
0.746 |
|
5 |
brand enhances the perception that I have the lifestyle I want. |
150 |
4.12 |
0.969 |
|
6 |
I think the Isuzu Brand helps me feel
accepted in all groups of people |
150 |
3.99 |
0.790 |
|
7 |
By using the Isuzu Brand
I feel I can improve who I am in the eyes of society |
150 |
3.92 |
0.710 |
|
8 |
I feel safe and comfortable when using Brand Isuzu |
150 |
4.02 |
0.596 |
|
9 |
I feel that the Isuzu Brand can increase the
frequency of its use |
150 |
3.87 |
1.103 |
|
10 |
I feel more effective using the product Isuzu
for my needs than other products |
150 |
3.84 |
0.715 |
|
11 |
I think Isuzu products make me feel comfortable in
myself |
150 |
4.03 |
0.497 |
Source: Processing Output with
SPSS 20, 2022
Based on the results of table 7 above, the instrument for the brand
image variable has the highest Mean value
contained in the statement "I think by using the brand from Isuzu, the
car looks elegant" which is equal to (4.17) with a standard deviation
value of 0.746. Meanwhile, the lowest Mean
value is in the statement "Isuzu's product is a safe and comfortable
car" which is equal to (3.81) with a standard deviation of 0.849.
Table 16
Description
of Respondents' Answers Confidence Variable (K)
|
No |
Statement |
N |
mean |
Std Deviation |
|
1 |
I feel that the Isuzu brand has a good ability to maintain
the quality of its products |
150 |
3.85 |
0.564 |
|
2 |
I believe Isuzu products have the benefits according
to consumer expectations. |
150 |
4.06 |
0.726 |
|
3 |
I believe that Isuzu products are superior and
competent in meeting consumer needs |
150 |
3.91 |
0.659 |
|
4 |
I feel that I depend on Isuzu products |
150 |
4.25 |
0.707 |
Source: Processing Output with
SPSS 20, 2022
Based on the results of table 8 above that the instrument for the
confidence variable has the highest Mean
value contained in the statement " I feel that I depend on Isuzu
products " which is equal to (4.25) with
a standard deviation of 0.707. Meanwhile, the lowest Mean value is found in the statement " I feel the Isuzu brand has a
good ability to maintain the quality of its products " which is equal to (3.85) with a standard deviation value of
0.564.
Table
17
Description of Respondents' Answers for Repurchase Interest Variables (MBU)
|
No |
Statement |
N |
mean |
Std Deviation |
|
1 |
I will tell you about my recent experience after
buying a product from Isuzu |
150 |
4.26 |
0.806 |
|
2 |
I want to repurchase products from Isuzu because the
products are always doing the latest innovations |
150 |
3.98 |
0.746 |
|
3 |
I feel that Isuzu provides the best service for
customer satisfaction |
150 |
4.19 |
0.822 |
|
4 |
I chose the product from Isuzu because of the
openness to the machine used |
150 |
4.19 |
0.800 |
|
5 |
I don't hesitate to recommend Isuzu products to
friends and family |
150 |
4.17 |
0.893 |
|
6 |
Before I buy a product from Isuzu, I will first look
at it from social media |
150 |
4.02 |
0.871 |
Source: Processing Output with
SPSS 20, 2022
Based on the results of table 17 above, the instrument for the variable
of repurchase interest has the highest Mean
value contained in the statement " I will tell you my latest
experience after buying a product from Isuzu " which is (4.26) with a standard deviation of 0.806. Meanwhile,
the lowest mean value is found in the
statement " I want to buy back products from Isuzu because the products always carry
out the latest innovations " which is equal to (3.98) with
a standard deviation value of 0.746.
Partial Least Square is method analysis
Component / Variance Based
Structural Equation Modeling where the data processing uses Partial
Least Square (Smart-PLS) program version 3. 2.9 . PLS (Partial Least Square) is model alternative from variance
Based SEM. Pls meant for casual- predictive analysis
in situation complexity which tall and Support theory
which low (Ghozali, 2014). Pls have destination for look for linear relationship optimal predictive value in the data. Although PLS can also be used for confirm the theory, but can also be used
to explain the presence or absence of connection between
variable latent. Like declared by Wold in Ghozali (2014),
Partial Least Square (PLS) is method analysis
which powerful because no based
on many assumptions, the data do not have to be normally distributed multivariate , and sample no must big.
This study is intended to
determine the effect of brand awareness, brand image and trust on consumer
repurchase intention at PT Astra International Warung
Buncit Branch. Based on the data analysis and discussion
presented in the previous chapter, this research can be concluded as follows:
Brand Awareness has a
negative and insignificant effect on repurchase intention. This shows that the
level of brand awareness from consumers does not affect consumers in
repurchasing a product.
Brand Image has a
positive and significant effect on Repurchase Interest. This shows that the
higher the brand image of consumers towards products from Isuzu, the higher the
repurchase interest of consumers to repurchase products from Isuzu.
Trust has a positive and
significant effect on repurchase intention. This shows that the higher consumer
confidence in products from Isuzu, the higher the repurchase interest from
these consumers to repurchase products from Isuzu.
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Utama, Aprilia Ningrum Ambarwati
(2022)
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