Measuring Intention to buy Air freshener product based on Brand Name, Packaging, Product Quality, Price, and Advertising in Indonesia

Abstract

Purpose: This research aims to measure buying interest from air freshener. This product is new and wants to measure market willingness and the extent to which this product is in demand by consumers Method: This research uses an online questionnaire to get the respondents. There are 5 variables that influence buying intention. The sampling technique using non-probability sampling with a sample size of 85. Data analysis techniques using multiple regression Result: Brand name, packaging, product quality and advertising variables have no effect on buying interest while prices have a significant effect on buying interest Limitation: This research is conducted in the second largest city (Surabaya) in Indonesia. Originality / Value This paper suggests contribution to the board of directors’ air freshener product Keyword: Brand Name, Packaging, Product Quality, Price, Advertising, Purchase Intention and Air Freshener. Introduction Every product that is produced and offered to consumers is of course a product that has its own charm, both from the manufacturer s side and from the consumer side. The appeal of these products is product excellence such as product uniqueness, product quality, economic benefits, persuasiveness in advertising, and so on. Product attractiveness is a booster factor of consumer buying interest in the products offered, as well as air freshener products that have an appeal that is able to attract consumers buying interest. Interest in buying itself according to Kotler and Keller (2016) is a consumer behavior where consumers have the desire to buy or choose a product, based on experience in choosing, using and consuming or even wanting a product. The interest in buying International Journal of Academic Research in Business and Social Sciences Vol. 9 , No. 7, July, 2019, E-ISSN: 2222-6990 © 2019 HRMARS 472 consumers is based on several factors such as, Brand Name, Packaging, Product Quality, Price, Advertising. The five factors are the attractiveness of a product, so there is a correlation with consumer buying interest. Brand Name according to Richardson, Dick, and Jain (1994) used extrinsic cues to infer and / or maintain perceptions of quality and represent information about a product, in an air freshener product that has a unique Brand Name because air freshener stands for Dry Room Anti-Air Freshener Mosquitoes are a piece of identity and product information. Packaging according to Olson and Jacoby (1972) are attributes related to products but not part of the physical product itself, Packaging Room Fragrances that carry the Shabby Chic theme and use burlap cloth as the packaging is unique and becomes a product identity and is true not a physical part from the Bunker product itself because the core of the Bunker is dried flowers. Quality products according to Kotler and Armstrong (2012) are the product s ability to perform its functions, it includes the product s overall durability, reliability, precision, operation and repair, and other valued attributes. Product Quality offered from room fragrances is the use of natural ingredients and minimizes the use of chemicals that are safer to use in terms of health that are classified as product quality. Price according to Kotler and Keller (2014) price is one element of the marketing mix that generates income, this element produces costs. Price is the easiest element in marketing programs to adjust, product features, channels and even communication requires a lot of time. The price offered on room fragrances is Rp. 20,000 which are classified as economical with all the advantages and quality of products that are suitable even though it still has shortcomings but all can be tolerated and the room fragrances themselves always try to suppress all deficiencies to maximize customer satisfaction and attract other consumers to buy. Advertising according to Jefkins (1997) is the most persuasive sales message that is directed to (potential) the most potential consumers of certain goods or services at the most economical cost. Room fragrances in advertising are quite persuasive and effective, as evidenced by the existence of a number of sales platforms that can attract consumers buying interest, which have now entered the era of the Industrial Revolution, where everything must be fast, practical, and efficient. In addition, by using influencer services that are now very influential quickly in the minds of consumers, as well as participating in bazaar or SME programs to expand the product introduction network to consumers. The five things above are factors that have a relationship and influence consumer buying interest in the product. This has an impact on buying interest in fragrances. This research measures the extent to which consumers buy interest in air freshener products that will be launched into the market. Literature Review Brand Name Brand names are generally used extrinsic cues to infer and / or maintain perceived quality and can represent a collection of information about a product (Richardson, Dick, and Jain, 1994). Smith, Brynjolfson (2001), emphasizes that despite ongoing consideration of the importance of branding as a marketing strategy for strong positioning and differentiation, consumers use brand names as a International Journal of Academic Research in Business and Social Sciences Vol. 9 , No. 7, July, 2019, E-ISSN: 2222-6990 © 2019 HRMARS 473 symbol of dependence on service quality for non-contract aspects of products. However, marketers are aware of this, they tend to cut short process naming (Kronrod & Lowrey, 2016), which can cause brand names to not reach their highest standards in serving their goals. Gontijo, Rayman, Zhang and Zaidel (2002) study revealed that brand names are easily processed and more accurate than if not words but less accurate and slower to process when common nouns are used. A well-known brand name that is associated with a positive brand image creates competitive advantage in terms of increasing consumer interest, attention, and positive evaluation of a product, and encouraging repeat purchases (Shen, 2001). Consumers tend to allocate more attention to known brands and make more efforts to process information about a product with a well-known brand name (Shen, 2001). When consumers lack knowledge about the attributes of a product and are uncertain about the product, brand names play a role important in reducing perceived risk and assessing product quality (Dean, 1999). The brand name becomes a powerful tool for multinational corporations in standardization and training positives, profitable market share in international frontiers (Adamu & Bambale, 2016). English and Japanese brand names were used to control conclusions and variations in prior knowledge of each individual product (Moriuchi & Jackson, 2017). Packaging One of the most popular is packaging and most attractive products (Farooq, Habib, & Aslam, 2014). Product packaging has a strong influence on consumer purchase intentions especially at the point of sale (Khan, Waheed, & Ahmad, 2018). Packaging is an attribute associated with the product but not part of the physical product itself (Olson and Jacoby, 1972). While Arens (1996) explains that packaging is a product container that includes the physical appearance of the container, including design, color, labeling, shape, and materials used. Design, quality and color of packaging has a strong influence on consumer purchasing behavior. Packaging is the main selling proposition that helps consumers to differentiate products (Silayoi, & Speece, 2007). Packaging can also be interpreted as an object that serves to protect certain products that are in it and can provide certain images to persuade users (Mudra, 2010). Packaging material is a useful tool for convenience and competitive advantage, Packaging materials are also important to protect the product, if the material is used enough, customers are attractive to the products. (Hussain, Ibrahim, & Noreen, 2015). Roduct packaging plays an integral role for conveying the brand message to its target customers (Nancarrow, 1998). The visual aspect of packaging has a role in establishing direct relationships with customers and their effects on customer mind (Deng, 2009). Product Quality According to Kotler and Armstrong (2012: 283) product quality is the product s ability to perform its functions, it includes the product s overall durability, reliability, precision, ease of operation and repair, and other value-valued attributes. Garvin (1998) have proposed the following eight dimensions of quality: (1) Performances : a product s primary operating characteristic. (2) Features: the additional features or bells and whistles of the product, (3) Conformance: the product s design and operating characteristics, which are the probability that a product will operate (a) Serviceability: International Journal of Academic Research in Business and Social Sciences Vol. 9 , No. 7, July, 2019, E-ISSN: 2222-6990 © 2019 HRMARS 474 the speed, competence, and courtesy of a specified period of time under stated conditions of use, (5) Serviceability: the speed, competence, and courtesy of repair, (7) Aesthetics: how a product appeals to our five senses, (8) Customer perceived quality: customer s perception of a quality product based on the reputation on the fi (Wang & Li-Yan, 2016) ... The rank of the consumers in United States placed for product quality are as follows (1) reliability, (2) durability, (3) easy maintenance, (4) ease of use, (5) a trusted brand name and (6) low price (McDaniel, Lamb and Hair, 2011). Product quality is a key factor in assessing purchase intention. It is a continuous process of improvement that results in continuous changes in product performance and consequently the satisfaction of customers needs (Tobergte & Curtis, 2013). Price The price is defined as the money exchange customers in terms of service or product, or the value they receive (Kotler and Arms