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All Journal Commercium: Journal of Business and Management An Najah (Jurnal Pendidikan Islam dan Sosial Keagamaan)
Muhammad Umar Faruq
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Religion Humanities Decision Sciences, Operations Research & Management Social Sciences Other

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Perceived Quality on Purchase Intention of New Brand: How Do Customers Use Brand Recognition and Brand Familiarity? Muhammad Umar Faruq
Commercium : Journal of Business and Management Vol. 2 No. 2 (2024): May 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v2i2.239

Abstract

This research aim to explore a conceptual model regarding how to attract purchase intention of new brand through brand recognition and familiarity, as well as the mediating role of perceived quality factor. This empirical research adopts an explanatory quantitative approach Structural Equation Model (SEM) based on Partial Least Square (PLS) using the SmartPLS 4 program as the data analysis method. The respondents in this study were 267 people selected using purposive sampling technique with the criteria of those who have consumed products of Mako Cake and Bakery in Semarang City. The results indicate that brand recognition, brand familiarity, and perceived quality have a positive and significant impact on purchase intention of new brand. The findings of this research could be benefical for new brand entities as a guideline in determining appropriate strategies to capture consumer hearts or attract purchase intention by establishing brand recognition and familiarity, thus fostering a positive brand perception. As a new brand, brand recognition and familiarity serve as fundamental prerequisites to generate purchasing intention. Consumers also use perceived quality in shaping their purchasing intention towards new brand, where perceived quality can be formed from consumers' recognition and familiarity with the brand. This also related to consumer behavior towards purchase intention on new brand, consumers may opt to purchase on established and popular brands, yet they also have a curiosity to explore new brands influenced by their perception that new brands offer better quality.  
IMPLEMENTASI BRANDING “PONDOK ASYIK” DI PONDOK SHIROTHUL FUQOHA’ ANAK DAN DAMPAK TERHADAP KARAKTER SANTRI Muhammad Umar Faruq; Muhammad Husni
An Najah (Jurnal Pendidikan Islam dan Sosial Keagamaan) Vol. 4 No. 6: November 2025
Publisher : Najah Bestari

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Abstract

The phenomenon occurring in society today shows a significant decline in the character of the younger generation. Gradually, young people are experiencing character degradation, causing parents to become increasingly concerned about this situation. This means that the younger generation must be guided and educated so they can grow into a resilient and strong generation. Islamic boarding schools (Pondok Pesantren) emerge within society as institutions that help address and anticipate these issues. This research is a qualitative study. The subjects of the research consist of 140 participants, including the caregivers of Pondok Pesantren Shirothul Fuqoha’ Anak, the head of the pesantren, administrators, and young students. The study was conducted from October 13–19, 2024 at Pondok Pesantren Shirothul Fuqoha’ Anak, Gondanglegi, Malang. Data collection techniques used were observation and interviews. Observation was aimed at exploring the “PONDOK ASYIK” branding and its positive impacts. The researcher gathered data through interviews with the children’s caregiver, K.H. Shofiyulloh, M.Pd., the head of Pondok Shirothul Fuqoha’ Anak, Ustadz Mohammad Sofi, M.H., nine pesantren administrators, and the head of RT 03 RW 02. Based on the results of this study, it can be concluded that the “PONDOK ASYIK” branding was implemented under the direction of the pesantren caregiver. This branding aims to increase the attractiveness of the institution so that parents will be encouraged to enroll their children. The term “Pondok Asyik” refers to a trustworthy institution that prioritizes politeness and good manners. It also provides assurance to the community that students are educated to be innovative and creative.
Co-Authors Muhammad Husni