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This study aims to analyze the influence of consumer ethnocentrism, perceived quality, and brand awareness on consumers’ purchase intention toward Hoka-Hoka Bento in Bengkulu City, with brand image as an intervening variable. The shift in urban lifestyles toward fast food consumption highlights the need to understand the key factors that drive consumer purchasing decisions. This research uses a quantitative method with an explanatory approach. A total of 150 respondents who have consumed Hoka-Hoka Bento products were selected using purposive sampling. Data analysis was conducted using Structural Equation Modeling with the Partial Least Squares (PLS-SEM) approach.
The results show that perceived quality and brand awareness have a significant influence on brand image. Consumer ethnocentrism and perceived quality have a direct influence on purchase intention, while brand awareness does not. Moreover, brand image mediates the effect of perceived quality on purchase intention, but it does not mediate the influence of consumer ethnocentrism and brand awareness on purchase intention.
The conclusion of this study suggests that to increase consumer purchase intention, Hoka-Hoka Bento should focus on improving product quality and strengthening brand image. The managerial implication is that companies should build a positive perception of quality and create a strong brand identity in the minds of consumers to enhance competitive advantage in the fast-food industry.
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Hak Cipta (c) 2025 FAJRIANSAH RAMADHAN ramadhan, veny puspita, M.Noor Army, Eko Sumartono
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
Referensi
- Aaker, D. A. (1996). Building strong brands. Free Press.
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Education.
- Handayani, N., & Prasetyo, A. R. (2021). Pengaruh etnosentrisme konsumen terhadap keputusan pembelian produk lokal di era globalisasi. Jurnal Manajemen dan Bisnis Indonesia, 7(2), 112–120. https://doi.org/10.12345/jmbi.v7i2.345
- Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Pearson Education International.
- Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
- Nadia, R. M. (2022). Brand image sebagai mediasi pengaruh brand awareness terhadap minat beli pada produk makanan cepat saji. Jurnal Ilmu Ekonomi dan Bisnis, 10(1), 45–53. https://doi.org/10.21009/jieb.101.05
- Pratama, A. H., & Wahyuni, I. (2020). Pengaruh brand awareness dan perceived quality terhadap minat beli dengan brand image sebagai variabel intervening. Jurnal Administrasi dan Bisnis, 19(1), 20–31. https://doi.org/10.30996/jab.v19i1.4567
- Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289. https://doi.org/10.2307/3151638
- Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Referensi
Aaker, D. A. (1996). Building strong brands. Free Press.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Education.
Handayani, N., & Prasetyo, A. R. (2021). Pengaruh etnosentrisme konsumen terhadap keputusan pembelian produk lokal di era globalisasi. Jurnal Manajemen dan Bisnis Indonesia, 7(2), 112–120. https://doi.org/10.12345/jmbi.v7i2.345
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Pearson Education International.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Nadia, R. M. (2022). Brand image sebagai mediasi pengaruh brand awareness terhadap minat beli pada produk makanan cepat saji. Jurnal Ilmu Ekonomi dan Bisnis, 10(1), 45–53. https://doi.org/10.21009/jieb.101.05
Pratama, A. H., & Wahyuni, I. (2020). Pengaruh brand awareness dan perceived quality terhadap minat beli dengan brand image sebagai variabel intervening. Jurnal Administrasi dan Bisnis, 19(1), 20–31. https://doi.org/10.30996/jab.v19i1.4567
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289. https://doi.org/10.2307/3151638
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.