Journal of Critical Reviews

ISSN- 2394-5125 Vol 7, Issue 2, 2020

Review Article

HOW DOES BRAND AWARENESS AFFECT PURCHASE INTENTION IN MEDIATION

BY PERCEIVED QUALITY AND BRAND LOYALTY?
1Gusti Noorlitaria A, 2Fadillah Ridho Pangestu, 3Fitriansyah, 4Untung Surapati, 5Syahriful Mahsyar

Faculty of Economics and Business Mulawarman University, Samarinda, Indonesia

Email : gustinoorlitaria@feb.unmul.ac.id , fadillahridho08@gmail.com , syarifumashsyar@gmail.com ,
untung.kbs@gmail.com ,

Received: 10.11.2019 Revised: 25.12.2019 Accepted: 30.01.2020

Abstract
The study is to investigate the impact of brand awareness on purchase intention which mediated by the perceived quality and brand
loyalty. The study was conducted in Samarinda City fast-food restaurant. This research collected and processed 80 respondents by
using a questionnaire method. The questionnaires itself were using a Likert scale which was used to measure 16 indicators based on
the PLS analysis method. The result found that brand awareness affects and has a significant effect on purchase intention and brand
loyalty. Brand loyalty has a positive and significant effect on purchase intention. Brand awareness has a positive and significant
effect on perceived quality. Perceived quality has a positive and significant effect on brand loyalty and purchase intention. Brand
loyalty can mediate the perceived quality of purchase intention while perceived quality can mediate brand awareness of purchase
intention.

Keywords: brand awareness, brand loyalty, perceived quality, purchase intention.

© 2019 by Advance Scientific Research. This is an open-access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/)
DOI: http://dx.doi.org/10.31838/jcr.07.02.20

INTRODUCTION and reinforcement. In fact, brands with a high level of

To increase consumer awareness to buy a brand that they recall are old brands.
know and give them benefits are demand for every
organization that runs a business. One of the sign the The development of the trade sector business so far has
product has high brand awareness is customers are able to been developed, it is influenced by the level of spending or
recall or recognise a brand. The consumer's ability to individual consumption. Meanwhile, the current economic
recognise or recall a brand is central to purchasing situation is slowing down and the price of basic needs is
decision-making. According to Hsieh (2016) and Monareh getting higher. This will cause consumers to be more
(2012), the producers must create and promote brand selective in determining and buying a product for
awaraness through sales promotion, advertising, and other consumption. Even though the economic slowdown is
marketing activities. When brand awareness of the happening in Indonesia, it does not affect the current trend
product is higher, brand loyalty will increase. Therefore, of people who prefer to buy fast food. This is evidenced
brand loyalty, brand preference and purchase intention according to the latest MasterCard survey entitled
will increase as well. Consumer Purchasing Priorities, as many as 80 percent of
Indonesians prefer to dine at fast food outlets, followed by
The existence of brand awareness means the ability of food courts which rank second with 61 percent, and
consumers to recognize and recall brands in different middle-class restaurants or cafes as much as 22 percent.
situation. Brand Recall is the extent to which a brand name The results of the study are judged to be in line with the
is recalled as a member of a brand, product or service culinary industry trends in Indonesia that present a variety
class, as distinct from brand recognition based on the of unique food menus and provide a variety of attractive
research conducted by Hsieh (2016), Monareh & Wirawan offers that increasingly add to the interest of consumers to
(2012). It means consumers can recognize the brand eat more often outside the home.
correctly if they have seen or heard it. In addition, brand
awareness can be distinguished from depth and breadth. At fast food restaurants, brands have an important role to
Depth of brand awareness refers to how easily customers survive in a company. Marketing competition in the future
can recall or recognize the brand. Breadth of brand will become more competitive among brands to attract
awareness refers to the range of purchase and consumers. (Kartajaya, 1993).
consumption situations in which the brand comes to mind. Brand loyalty is the tendency of consumers to
That means, the product has higher brand awareness. In continuously purchase one brand’s products over another.
addition, brand name is the most important element in Consumer behavior patterns demonstrate that consumers
brand awareness, Davis et al (2008) and Aji, (2014). The will continue to buy products from a company that has
result, brand awareness will affect purchase decisions fostered a trusting relationship. (Wisnu & Hermawan,
through brand associations, and when the product has 2011). Brand loyalty includes behavioral and attitudinal
positive branding, it will contribute in marketing activities. loyalty. Behavioral loyalty is the behavioral dimensions of
the procurement procedure which includes repetitive
The role of brand awareness can be understood by buying behavior and continuation of this behavior.
examining how brand awareness creates value. The higher Attitudinal loyalty refers to a specific commitment to the
the level of brand awareness it means the product is in brand and the intention to re-purchase. It is the tendency
consumer’s mind, Durianto, et al (2004) and Andrology to be loyal to a focal brand, which is proved by the
(2014). Furthermore, brand awareness is not just a intention to purchase the brand as the main choice (Wisnu
memory, but is a learning process for consumers of a & Hermawan, 2011). Thus, the purchasing frequency is not
brand. Building brand awareness is usually done for a long the same as loyalty. For example, consumers re-purchase a
time because memorization can succeed with repetition product it does not mean they like it but it could also be
due to a convenient factor or various behaviors to buy

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certain products irregularly (Tseng, et al. 2004; Hsieh, stated that high brand awareness can promote brand
2016; Monareh, 2012). loyalty to consumers. The higher the brand awareness, the
higher the brand trust and purchase intention. Based on
Purchase intention as a situation where consumer tends to research conducted by (Petahiang et al, 2015). It can be
buy a certain product in certain condition. Shah et al. explained that the effect on consumer brand awareness in
(2012) show that purchase intention is a kind of decision- the OLX online store at FEB Unsrat Manado has a
making that studies the reason to buy a particular brand significant coefficient. The results of this study support
by consumer. Purchase intention usually is related to the previous research from the study of Chi et al (2009) where
behavior, perceptions and attitudes of consumers. this study found that brand awareness variables affects
Purchase behavior is a key point for consumers to access purchase intention. Research conducted by William &
and evaluate the specific product. Japarianto (2014) brand awareness variables on purchase
It can be found in this research that the consumers who intention showed a positive and significant effect. Based
have brand awareness are able to provide a perceived on previous research studies, the following hypotheses can
quality of brand they use, so they are loyal to the brand. be formulated:
The question of this research is whether consumers who H1: Brand awareness has a positive and significant effect on
have brand loyalty will still have the intention to buy other purchase intention
products in the same brand. One of the intended brands is
the Kaori brand, where the Kaori brand is one of the Brand awareness requires continuity from customers in
brands that has many products variety. choosing a product because it can represent the belief that
there is only one brand that represents in a product
Based on several studies have been conducted by category. The results of previous studies conducted by
researchers, this study will aim the effect of Brand Ilmiyati (2011) in the study of the Effect of Brand Trust
Awareness on Purchase Intention Mediated by Perceived and Brand Awareness on Brand Loyalty in Pond's
Quality and Brand Loyalty (studies at Samarinda City fast- Products, indicate that brand awareness has a positive and
food restaurantin Samarinda). Based on the research significant effect on brand loyalty. Kurniati et al (2013) in
objectives, this research is expected to provide benefits the research of the Influence of Brand Awareness and
which include: Theoretically, this research can be used as Quality Perceptions on Brand Loyalty Through Brand
additional knowledge, insight, and information about the Trust as Intervening Variables in Nokia Mobile Phones
effect of brand awareness on purchase intention: mediated (Studies in Students of the Faculty of Social and Political
by the influence of perceived quality and brand loyalty Sciences at Diponegoro University) show that brand
According to Kotler, (2009) a brand is a label that contains awareness has a positive and significant effect on brand
meaning and association. Great brands can function more loyalty.
like giving 10 colors and vibrations to the product or Research by Lu, et al (2015) showed that there is a
service produced. In Saputro (2015), brand is essential for positive and significant effect between brand awareness
both producers and consumers. Based on consumer’s side, and brand loyalty. The test was conducted on the effect of
the brand makes purchase easier. If there is no brand, brand awareness on brand loyalty which examined by
consumers need to evaluate all products that do not have a Aulia (2015) showed positive and significant results. With
brand every time they will make a purchase. The brand a high level of brand awareness, customers will pay more
also helps convince consumers that they will get consistent attention to the Malang Town Square brand so that it can
quality every time they buy the product. Based on the affect visits and create brand loyalty. Based on previous
manufacturer's side, the brand can be promoted. Brands research studies, the following hypotheses can be
can easily be known when displayed on the stall. formulated as follow:
According to Durianto et al., (2004) Brand awareness is
the ability for a buyer to recall or recognize that a brand is H2: Brand awareness has a positive and significant effect
a member of a certain product category. Brand awareness on brand loyaltyAaker & Keller, (1993); William and
requires a continuous range of uncertainties that certain Japarianto (2016), mentioned that a brand with high brand
brands have been known before, so consumers believe awareness and a good image can promote brand loyalty to
that the product is the only brand in a group. consumers, and the higher the brand awareness is, the
higher brand trust and the purchase of intentions to
Purchase intentions can be defined as an individual’s consumers. William & Japarianto (2014) stated that brand
conscious plan to make an effort to purchase a brand. In loyalty variables on purchase intention showed a positive
addition the higher the purchase intention is the higher a and significant effect. The results of the brand loyalty
consumer’s willingness is to buy a product. (Dodds et al., analysis showed that the brand loyalty of de Boliva ice
1991; Schiffman and Kanuk, 2007; Kristyatmoko, 2015). cream consumers in Surabaya is relatively high.
Researchers can also use purchase intentions as an
important indicator for estimating consumer behavior. Loyalty of Boliva ice cream consumer brand in Surabaya is
When consumers have purchase intentions, this is a classified as high, because consumers feel satisfied and
positive commitment that encourages consumers to make believe in the quality of de Boliva ice cream products in
actual purchases (Fishbein and Ajzen, 1975; Schiffman dan Surabaya. Brand loyalty is very important because it
Kanuk, 2007; Kristyatmoko, 2015). provides motivation for consumers to buy the brand in the
future Ahmed & Moosavi (2013). Based on previous
Aaker (1993); Kristyatmoko (2013) defined perceived research studies, the following hypotheses can be
quality refers to the judgment about a product’s overall formulated as follow:
excellence or superiority. It is also defined as the overall
judgment with respect to the dimensions of brand values. H3: Brand loyalty has a positive and significant effect on
In addition, perceived quality is an attitude that results purchase intention
from the comparison of consumer expectations with the
actual performance. The perception of brand quality is not Overall brand awareness can be seen as the extent to
a real quality of a brand. However, it is a subjective which consumers ponder of a brand when a provided
evaluation of consumers on the brand consumed (Zeithaml product category is stated and knowing a general
et al, 2012). description of a brand, and being able to recognize the
characteristics of a brand spontaneously. According to the
To achieve a satisfying level of quality becomes results of Sanjaya's research (2013) on the effect of brand
increasingly difficult for the product due to years of awareness and brand association on brand loyalty through
continuous improvement that has increased consumer perceived quality, indicating that the more positive brand
expectations. (Aaker dan Keller, 1990; Saputro 2015) awareness is, the greater the effect on perceived quality,

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this supports the results of research by Liao, et al. (2006) also postulated the role of perceived quality in building
and Sanjaya (2013) which stated that brand awareness has and maintaining brand equity. Based on previous studies,
a direct positive effect on perceived quality. So it can be the following hypotheses can be formulated as follow
said by increasing brand awareness it will also increase
the perceived quality. Based on previous studies, the H6: Perceived quality has a positive and significant effect
following hypotheses can be formulated as follow: on purchase intention

H4: Brand awareness has a positive and significant effect Kusuma (2014) stated that loyal customers will provide
on perceived quality benefits such as reduced marketing costs, can attract new
consumers, and provide the advantage of time to respond
The theory mentioned by Liao, et al. 2006 in Sanjaya, 2013 against competitors. When customers are satisfied with
states that perceived quality has a direct positive effect on the performance of a brand, it means that the brand has a
brand loyalty. It can be said by increasing perceived strong brand equity Durianto et al. (2001: 3) and Saputro,
quality it will increase brand loyalty as well. The results of (2015). Thus, the intensity of the purchase of the brand
research conducted by Aulia (2015) regarding the effect of increases, because loyal customers will continue to choose
brand awareness on brand loyalty with brand association the brand even though there are other brands with the
and perceived quality as a mediating variable indicate the same quality and tend to recommend the brand to new
effect of perceived quality on brand loyalty is positive and customers. As a result, according to the above discussions,
significant. Visitors assumed that the quality of Malang the hypothesis is as the following:
Town Square is good and only a few people disagree.
H7: The role of brand loyalty in mediating perceived
This result has a positive effect on brand loyalty. This quality on purchase intention
study is in line with research by (Fajariah et al., 2016)
which found that perceived quality has a positive and Brand awareness can also provide to the consumer's
significant effect on brand image and brand loyalty. In the perception of the attributes of resilience and their
research conducted by Sanjaya (2013), it was also found expensive goods items. According to research conducted
that the perceived quality directly affected brand loyalty. by Monareh and Wirawan (2012) the level of consumer
Based on previous studies, the following hypotheses can awareness of the Teh Botol Sosro can directly influence
be formulated as follow: consumers' purchase intentions for the beverage. The
significant influence of brand awareness on purchase
H5 : Perceived quality has a positive and significant effect intention through perceived quality as a mediating or
on brand loyalty intervening variable. However, besides being directly
affected, the influence of the level of awareness of the Teh
The results of research conducted by Kristyatmoko (2013) Botol Sosro brand is also estimated to be mediated by the
and Yanthi (2015) that perceived quality has a positive perceived quality and brand loyalty. As a result, according
and significant effect on purchase intentions. Yaseen, et al. to the above discussions, the hypothesis is as the
(2011) where the perceived quality has the greatest following:
influence of all variables studied. This is in line with the
research of Setiawan (2010) which stated that the H8: The role of perceived quality in mediating brand
perception of good quality in consumers will increase awareness of purchase intention
purchase intention because it provides a strong reason for
consumers to choose the brand. This is also supported by Based on the relationship between these variables, a
Setiawan (2010) about the relationship between perceived conceptual framework can be arranged as shown in Figure
quality and purchase intention. 1.

In his research, it was revealed that the perceived quality

has a positive effect on purchase intention. Aaker (1996)

Figure 1. Conceptual Framework Model

Source : Data Processed, 2018

RESEARCH METHODS statements. Open questions in the form of respondents'

Definition of population according to Sugiyono (2007) is: '' profiles, and closed questions in the form of statements
Population is a generalization area consisting of; objects / that have been provided related to the variables studied.
subjects that have certain quantities and characteristics Data collection methods are distributed directly to
determined by researchers to be studied and then respondents to fill in themselves.
conclusions are determined ''. In this study the population
is infinite, it means the population cannot be determined The variables used in this study are brand awareness as an
or measured. The population is Samarinda residents. In independent variable, purchase intention as the dependent
this study the population is the number of customers who variable, perceived quality and brand loyalty as an
shop at Samarinda City fast-food restaurantSamarinda. intervening variable. Measurement of variables using
several indicators including: brand awareness indicators
The main data collection tool in this study is questionnaire. are the ability to remember brands at the top of mine level,
The questionnaire consisted of open questions and closed the ability to recognize brands, the ability of consumers to

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recall brands. The indicators of purchase intention are to predict the effect of variable X on variable Y and explain
have a sense to purchase particular brand, stick to the the theoretical relationship between the two variables
brand even though there are other brands with equal (Jogiyanto, 2011). In Jaya and Sumertajaya (2008) stated
quality, always repurchase and using the brand. that the steps for PLS structural modeling are (1) The first
step: designing a structural model (inner model), (2) The
The indicators of perceived quality are the quality of second step: designing a measurement model (outer
products expected by consumers, the quality of products model), (3) The third step: constructing a path diagram,
required by consumers, the superiority of products (4) Step four: conversion of the path diagram to the system
compared to other products, and suitable for consumption. of equations, (5) Step five: goodness of fit, (6) Step six:
Indicators of brand loyalty are the habit of choosing a hypothesis testing.
brand, satisfaction with the brand, bigotry towards the
brand, and recommending others to a brand. DATA ANALYSIS AND RESULTS
This research was used partial least square (PLS) analysis In this study, there were 80 respondents according to the
technique. PLS is an analysis of variance-based structural size of the sample used. In more detail about the
equations, which can simultaneously test measurement demographic characteristics of respondents can be seen in
models and test structural models. The purpose of PLS is Table 1 below..

Table 1. Characteristics of Respondents

Number
No Criteria Classification Percentage
(people)
1 17-23 th 23 28,75
24-30 th 28 35
Age 31-37 th 11 13,75
38-44 th 11 13,75
>44 th 7 8,75
Amount 80 100
2 Sex Male 46 57,5
Female 34 42,5
Amount 80 100
Source : Data Processed, 2018

The next test is a validity test. Validity test is used to According to Sugiyono (2013) that validity can be done by
measure the accuracy of the statements used in the correlating between factor scores with total scores if the
questionnaire to measure the accuracy of the statements correlation of each factor is positive (r ≥ 0.3) then the
used in the questionnaire to measure each variable to be research instrument can be said to be valid. The validity
examined. High and low validity indicate the extent to test results of the research instruments are presented in
which the data collected does not deviate from the Table 2 which shows that all statement indicators in
description of the intended variable. variables are greater than 0.30 so that all of these
indicators have met the data validity requirements.

Table2. Validity Test Results

Pearson
Variable Instrument Description
Correlation

Brand Awareness X1.1 0,474 Valid

X1.2 0,685 Valid
X1.3 0,576 Valid
X1.4 0,499 Valid
Perceived Quality X2.1 0,485 Valid
X2.2 0,169 Valid
X2.3 0,493 Valid
X2.4 0,196 Valid
Brand Loyalty X3.1 0,220 Valid
X3.2 0,334 Valid
X3.3 0,385 Valid
X3.4 0,752 Valid
Purchase Intention Y1.1 0,704 Valid
Y1.2 0,520 Valid
Y1.3 0,527 Valid
Y1.4 0,290 Valid
Source : Data Processed, 2017

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Data analysis techniques with Smart PLS is to assess the presented in Table 3, the results of the PLS analysis as well
outer model uses three criteria, namely convergent as the Cronbach's Alpha value which all values are more
validity, discriminant validity, and average variance than 0.60 which means that the instruments in this study
extracted (AVE) and composite reliability. Meanwhile, to are reliable.
assess the inner model, it is assessed by looking at R2 (R- .
Square) on each dependent variable. The following is
Table 3.Partial Least Square Analysis Results
Cronbach’s Composite
Variable AVE R Square
Alpha Reability
Brand awarenss 0,866 0.875 0.636 0.594
Perceived quality 0,862 0.903 0.7 0.478
Brand loyalty 0,848 0.897 0.686 -
Purchase intention 0,861 0.881 0.469 0.775
Source : Data Processed, 2017

The R-square value for the brand awareness has shown perceived quality is assessed by brand awareness while
0.594 in Table 2 and it can be interpreted that 59.40% of receiving 52.20% is requested by variables outside the
the construct awareness variability of brand awareness is model. Likewise, the R-Square Value of variable purchase
influenced by the brand loyalty variable and perceived intention of 0.775, which shows 77.50% of variability of
quality, while 40.60% the variable is outside of the model. purchase intention, is considered by brand awareness,
The R-Square value of construct quality perception purchase intention, and brand loyalty, while the rest
variable is 0.478, which shows 47.80% variability of 22.50% is requested by variables outside the model.

Table 4.Path Coefficient Result

Orginal Sample Standar t p
Sample Mean Deviation Statistics Valuae
Brand awareness brand loyalty 0.285 0.289 0.095 2.997 0.003
Brand awareness perc. Quality 0.691 0.696 0.068 10.143 0.000
Brand awareness purchase int. 0.382 0.392 0.094 4.071 0.000
Brand loyalty purchase int. 0.310 0.310 0.093 3.349 0.001
Perc. Quality brand loyalty 0.546 0.544 0.090 6.080 0.000
Perc. Quality purchase int. 0.293 0.284 0.105 2.786 0.006
Source : Data Processed, 2018

Hypotheses in the PLS method was tested by using a Town Square brand so that it can affect returning
simulation of each hypothesized relationship, in this case a costumer and create brand loyalty.
bootstrap method is performed on the sample. The
bootstrap method also serves to minimize the problem of Based on the third hypothesis test, this study shows that
abnormal research data used. In this study, the t-table with brand loyalty has a positive effect on purchase intention. It
a significance value of 5% was 1.96. can be shown in the path coefficient value of 0.310 with a
t-statistic value of 3.349 where the value is greater than
Based on the first hypothesis in this study shows that the t-table value of 1.96 which can be interpreted that
brand awareness has a positive effect on purchase there is a significant relationship between the variable
intention. It can be shown in the path coefficient value of brand loyalty with purchase intention. These results
0.382 with a t-statistic value of 4.071 where the value is confirm the research of William and Japarianto (2016)
greater than the t-table value of 1.96 which can be which stated the brand loyalty variable on purchase
interpreted that there is a significant relationship between intention has a positive and significant effect.
brand awareness and purchase intention variables. These
results confirm the research conducted by Petahiang, et al., The results of the brand loyalty analysis show the brand
(2015) that it can be explained that the effect on consumer loyalty of de Boliva ice cream consumers in Surabaya is
brand awareness in the OLX online store at FEB Unsrat relatively high. The loyalty is high because consumers feel
Manado is significant. The results of this study supports satisfied and have a trust in quality of de Boliva ice cream
previous research from Oh, (2000) and Chi et al. (2009) products in Surabaya. It can affect consumers to re-visit
where this study found that brand awareness variables and create brand loyalty.
influence purchase intention. Based on the fourth hypothesis testin this study shows
Based on the second hypothesis test in this study shows that brand awareness has a positive effect on perceived
that brand awareness has a positive effect on brand quality. It can be shown in the path coefficient value of
loyalty. It can be shown in the path coefficient value of 0.691 with a t-statistic value of 10.143 where the value is
0.285 with a t-statistic value of 2.997 where the value is greater than the t-table value of 1.96 which can be
greater than the t-table value of 1.96 which can be interpreted that there is a significant relationship between
interpreted that there is a significant relationship between the variable brand awareness with brand purchase
the variable brand awareness with brand loyalty. These intention.
results confirm research on the effect of brand awareness These results confirm Sanjaya's research (2013) which
on brand loyalty conducted by Aulia (2015) showing conducted the effect of brand awareness and brand
positive and significant results. With a high level of brand association on brand loyalty through perceived quality,
awareness, customers will pay more attention to Malang indicating that the more positive brand awareness is, the

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greater its influence on perceived quality, this supports the intention. With the inclusion of the perceived quality
results of research by Liao, et al. (2006) and Sanjaya variable as mediation in the path coefficient of brand
(2013) which stated that brand awareness has a direct awareness towards purchase intention greater than 0, that
positive effect on perceived quality. Thus, it can be said by is 0.546, which indicates that brand loyalty mediates
increasing brand awareness it will also increase the partially.
perceived quality of a brand.
These results confirm research by Monareh and Wirawan
Based on the fifth hypothesis test, this study shows that (2012) that the level of consumer awareness of the Teh
brand awareness has a positive effect on perceived quality. Botol Sosro brand can directly influence consumers'
It can be shown in the path coefficient value of 0.546 with purchase intentions from these drinks. Significant
a t-statistic value of 6.080 where the value is greater than influence on brand awareness and purchase intention
the t-table value of 1.96 which can be interpreted that through perceived quality as mediating or intervening
there is a significant relationship between brand variables. However, besides being directly affected, the
awareness variables with purchase intention. These influence of the level of brand awareness of Teh Botol
results confirm research conducted by Maulana (2016) Sosro is also estimated to be mediated by perceived
regarding the effect of brand awareness on brand loyalty quality and brand loyalty.
with brand association and perceived quality as a
mediating variable indicating the effect of perceived CONCLUSION AND SUGGESTION
quality on brand loyalty is positive and significant. Visitors Based on the results of the discussion, there are several
assume that the quality of Malang Town Square is good conclusions. Brand awareness has a positive and
and only a few people would disagree. This result has a significant effect on purchase intentions, the higher
positive impact on brand loyalty. awareness of the Samarinda City fast-food restaurant, the
consumer's intention to buy Samarinda City fast-food
Based on the sixth hypothesis test, it shows that brand restaurantwill increase. Brand awareness has a positive
awareness has a positive effect on perceived quality. and significant effect on brand loyalty, the higher the
Therefore, it can be shown in the path coefficient value of consumer awareness of the Samarinda City fast-food
0.293 with a 2.786 t-value where the value is greater than restaurant brand, the consumer's attitude to loyalty to the
the t-table value of 1.96 which can be interpreted that Samarinda City fast-food restaurant brand will increase as
there is a significant relationship between the variable well.
brand awareness with purchase intention. These results
confirm Setiawan's research (2010) which says that the There is positive and significant brand loyalty to purchase
perception of good quality on the part of consumers will intentions, the higher consumer loyalty to the Samarinda
increase buying interest because it provides a strong City fast-food restaurant, the consumer's intention to buy
reason for consumers to choose a brand. This study the Samarinda City fast-food restaurant Brand will
supported by Setiawan's (2010) research as well on the increase. Brand awareness has a positive and significant
relationship between product quality perceptions and effect on the quality of perception, with the higher
buying interest. In his study, it was revealed that the consumer awareness of the Samarinda City fast-food
perception of product quality has a positive effect on restaurant, the perceived quality of consumers by
consumers’ interest. Aaker (1996) believed the perception Samarinda City fast-food restaurant services will increase.
of good quality on the part of consumers will increase the
intensity of the purchase because it gives a strong reason Perceived quality gives positive and significant quality of
in the minds of consumers to choose the brand. brand loyalty, the higher the consumer's perception about
the quality of Samarinda City fast-food restaurantproducts,
Based on the seventh hypothesis test, this study shows the loyalty of consumers in Samarinda City fast-food
that brand loyalty in mediating perceived quality has a restaurants will increase. Perceived quality also gives
positive effect on purchase intention. It can be shown in positive and significant quality of purchase intentions, the
the path coefficient of 0.169 with a t-statistic of 2.943 higher the consumer's perception of the quality of Kaori
where the value is greater than the t-table value of 1.96 products, the consumer's intention to buy Samarinda City
which can be interpreted that there is a partial fast-food restaurant food will increase.
relationship between the brand loyalty variables in
mediating the influence of perceived quality with brand Brand loyalty is able to mediate perceived quality of
purchase intention. With the inclusion of brand loyalty purchase intentions, thus perceived quality does not
variables as mediation in the path coefficient of perceived directly affect intention through brand loyalty. Perceived
quality to purchase intention greater than 0 and that is quality is able to mediate brand awareness on purchase
0.387, which shows that brand loyalty mediates partially. intention. Thus, brand awareness does not directly
influence purchase intentions through perceived quality.
These results confirm Kusuma's study (2014) stated that
loyal consumers will provide benefits in the form of Based on these analysis and conclusions, the advice that
reducing marketing costs, attracting new consumers, and can be given to the parties requested is that consumer
giving time to respond to competitors. If a lot of customers awareness in Samarinda City fast-food restaurantfast food
are satisfied with the brand, it means that the brand has restaurants is good enough. But Samarinda City fast-food
strong brand equity. Durianto et al. (2010) and Saputro restaurantSamarinda Central Plaza has to make other
(2015). Thus, the intensity of the purchase of the brand efforts to create and maintain consumer brand awareness
increases, because loyal customers will continue to choose at the top level, so consumer brand awareness can be used
the brand even though there are other brands with the as a benchmark to continue to improve the quality of
same quality and tend to recommend the brand to new Samarinda City fast-food restaurantand not only focusing
customers. on the Kaori brand but also making them in purchase a
product.
Based on the eighth hypothesis test, this study shows that
perceived quality in mediating brand awareness has a REFERENCE
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