When Brand Image, Perceived Price, and Perceived Quality Interplay in Predicting Purchase Intention: Developing a Rhombus Model

Usep  Suhud; Mamoon  Allan; Sri  Rahayu; Dorojatun  Prihandono

doi:10.36941/ajis-2022-0021

Authors

Usep Suhud Faculty of Economics, Universitas Negeri Jakarta, Gedung R, Kampus A UNJ, Jl. Rawamangun Muka, RT.10/RW.13, Rawamangun, Kec. Pulo Gadung, Kota Jakarta Timur, Daerah Khusus Ibukota Jakarta 13120, Indonesia
Mamoon Allan Faculty of Archeology and Tourism, University of Jordan, Amman 11942, Jordan
Sri Rahayu Faculty of Economics, Universitas Negeri Jakarta, Gedung R, Kampus A UNJ, Jl. Rawamangun Muka, RT.10/RW.13, Rawamangun, Kec. Pulo Gadung, Kota Jakarta Timur, Daerah Khusus Ibukota Jakarta 13120, Indonesia
Dorojatun Prihandono Faculty of Economics, Universitas Negeri Semarang, Jl. Kampus Timur, Sekaran, Gunung Pati, Semarang City, Central Java 50229, Indonesia

DOI:

https://doi.org/10.36941/ajis-2022-0021

Keywords:

Rhombus model, brand image, perceived price, perceived quality, purchase intention, water proof smart phone

Abstract

Rhombus model is a theoretical framework to measure consumers’ particular behaviour. It consists of three predictor variables that can swap places. This study employs a brand image, perceived price, and perceived quality as predictor variables, and purchase intention as a predicted variable. The study cohort was the consumers of mobile phones with a water proof feature and they were chosen using a convenient sampling technique. In total, 238 participants completed a survey. Data were analysed using exploratory and confirmatory factor analyses to validate data and structural equation model to test hypotheses. We calculated three models with variables that exchange positions. This study provides a new option for presenting data.

Received: 4 September 2021 / Accepted: 7 November 2021 / Published: 3 January 2022