Negative Brand Name Perspective and Religiosity on Brand Attitude

Sri Gunawan, SE and Ririn Tri Ratnasari, Dr., SE., M.Si (2017) Negative Brand Name Perspective and Religiosity on Brand Attitude. In: The 2nd GLOBAL CONFERENCE ON BUSINESS, MANAGEMENT AND ENTREPRENEURSHIP, 9 August 2017, Sheraton Hotel, Surabaya, Indonesia.

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Abstract

Purpose -This article investigate the role that negative brand name (as in Rawon Setan, a name of restaurant that have meaning "Satanic") and product quality play in influencing the brand attitude and intention to buy, with religiosity as moderator variable. Design/methodology/approach - This study uses quantitative research based on a survey. The data were collected from questionnaires distributed to 200 sample respondents. The respondents are students in Faculty of Economics and Business, Universitas Airlangga, during April 2016. The reason for this choice was mainly the respondents' ease of access and high probability of cooperation in the research process. Respondents are selected by convenience sampling with quota, being asked whether or not they are willing to participate in the survey. The respondents are between 17 - 22 years age and have familiar with Rawon Setan restaurant. The analisys using PLS - Partial Least Square to test the hypotheses. Originality/value - this is one of the study to investigate brand name with negative in Islamic perspective, how it can influence intention to buy with religiosity as moderator variabel. The influence of negative brand name is still largely unexplored. It can draw attention to and encourage future research in this important area. Results - Based on the research, this study find some conclusion, that Religiosity strengthened the relationship between negative brand name with brand attitude, Religiosity strengthened the relationship between negative brand name with intention to buy , Product quality have positive effect to brand attitude, Product quality have positive effect to intention to buy, and Brand attitude have positive effect to intention to buy.

Item Type: Conference or Workshop Item (Speech)
Uncontrolled Keywords: Negative Brand Name, Product Quality, Religiosity, Brand Attitude, and Intention to Buy
Subjects: H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
H Social Sciences > HS Societies secret benevolent etc > HS1-3371 Societies: secret, benevolent, etc. > HS1501-2460.7 Other societies. By classes > HS1525-1560 Religious societies
T Technology > TS Manufactures > TS156 Quality control and management
Divisions: 04. Fakultas Ekonomi dan Bisnis > Ekonomi Syariah
Creators:
CreatorsEmail
Sri Gunawan, SEs.gunawan@feb.unair.ac.id
Ririn Tri Ratnasari, Dr., SE., M.Siririnsari@feb.unair.ac.id
Depositing User: Ny Etika Feri W.
Date Deposited: 28 Jan 2018 17:30
Last Modified: 28 Jan 2018 17:30
URI: http://repository.unair.ac.id/id/eprint/69316
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