Analysis of the Influence of Brand Extension Fit, Perceived Quality, and Product Variety on Purchase Intention with Brand Image as a Mediating Variable
DOI:
https://doi.org/10.37385/pzb31072Keywords:
Brand Extension Fit, Perceived Quality, Product Variety, Brand Image, Purchase IntentionAbstract
This study aims to analyze the influence of Brand Extension Fit, Perceived Quality, and Product Variety on Purchase Intention, with Brand Image serving as a mediating variable, in the context of Häfele home kitchen appliances. The background of this study is based on the increasing competition within the home kitchen appliance industry, which requires companies to develop effective marketing strategies to enhance consumers' Purchase Intentions. This study employs a quantitative approach by distributing questionnaires to respondents who are familiar with the Häfele brand and those who are currently seeking kitchen appliance products. The sampling technique used in this study is purposive sampling. Data analysis is conducted using Structural Equation Modeling (SEM) to examine both the direct and indirect relationships among the variables. The findings of this study are expected to contribute theoretically to the development of marketing knowledge and provide practical implications for companies in designing strategies to increase consumers' Purchase Intentions through strengthening Brand Image.
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