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All Journal Jurnal Siasat Bisnis AkMen JURNAL ILMIAH
Hasmin Tamsah
STIE Amkop Makassar, Makassar, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Perceived risk and its role in the influence of brand awareness on purchase intention: study of Shopee users Sri Rahmi; Gunawan Bata Ilyas; Hasmin Tamsah; Abdul Razak Munir
Jurnal Siasat Bisnis VOL 26, NO 1 (2022)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol26.iss1.art7

Abstract

Purpose: This research aimed to analyze the role of perceived risk in the relationship between brand awareness and purchase intention. This research is important because the perceived risk of online purchasing can influence consumer purchasing behavior.Design/methodology/approach: This research used an explanatory study with a quantitative approach. The research was conducted on 112 Shopee users in Makassar City. Data were collected through an online questionnaire. The data collected were analyzed using the Structural Equation Modelling (SEM) with the AMOS application and the Sobel Test to test the indirect relationship.Findings: Risk, financial risk, time risk, delivery risk, and privacy risk were essential elements forming perceived risk. Brand awareness had a positive influence on purchase intention. Perceived risk was a variable that mediated the influence of brand awareness on purchase intention.Originality/value: The results of this research indicated that the more aware consumers are of a brand, the negative perceptions of the brand will appear due to the ease with which information was disseminated and accepted by consumers. Perception of risk is a factor that can reduce consumer buying interest. Consumer purchase intention towards a known brand will decrease if the brand is perceived as having a high risk.Research limitation: This research was conducted on most students who did not yet have stable financial capabilities. For further studies, we suggest using respondents who have better financial ability to provide a more tangible measurement of purchasing ability.Practical implication: Results showed that perceived risk could reduce the influence of brand awareness on purchase intention. Thus, minimizing risk, ensuring the absence of perceived negative things before choosing a brand, and ensuring consumer comfort in using a brand were factors encouraging purchase intention.
Analisis Peran Dimensi-Dimensi Service Quality Dalam Mempengaruhi Keputusan Pembelian Rumah Subsidi Di Kabupaten Gowa Sri Rahmi; Hasmin Tamsah; Gunawan Bata Ilyas
AkMen JURNAL ILMIAH Vol 19 No 1 (2022): AkMen JURNAL ILMIAH
Publisher : Lembaga Penelitian dan Publikasi Nobel Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37476/akmen.v19i1.1863

Abstract

This study aims to analyze the role of the ServQual dimensions (tangible, assurance, responsiveness, empathy, and reliability) in measuring the influence of ServQual on purchasing decisions for subsidized housing in the Gowa Regency. With a quantitative approach, valid data were collected through an online questionnaire from 101 respondents who were Low Income Communities (MBR) who bought subsidized houses in Gowa Regency, South Sulawesi. The data were analyzed using structural equation modeling (SEM) techniques using the AMOS 24 application. The results of the analysis show that assurance is a dimension that cannot be used to measure ServQual, while reliability is the dimension that provides the largest measurement in this study. Overall, ServQual as measured by tangible, responsiveness, empathy, and reliability, have a positive and significant effect on the decision to buy subsidized housing in the Gowa Regency. The results of this study indicate that in the marketing of subsidized housing, the developer's ability to assist the mortgage application process is the main indicator of service quality.
Co-Authors Abdul Razak Munir Gunawan Bata Ilyas Gunawan Bata Ilyas Sri Rahmi