ISSN: 2222-6990
Open access
The purpose of this research is to test the influence of consumer’s behaviour towards a business on how it affects the purchase intention in a business context by implementing the Aaker’s model method and to test the relationship between brand equity and perceived value on purchase intention among Shopee consumers for Klang Valley Residence. In this research, a questionnaire was developed and distributed to 400 Klang Valley residence who have basic understanding on Shopee as an online shopping platform. The data gathered from respondents was analysed using IBM SPSS 28 Software. Multiple regression analysis was used to test the relationship between the four factors (brand association, brand awareness, perceived quality, and brand loyalty) and purchase intention. The test shows that all four variables brand association, brand awareness, perceived quality and brand loyalty have a positive relationship with purchase intention. Meanwhile, brand association were found to have the greatest positive relationship with purchase intention towards Klang Valley residence choosing Shopee as their preferred online shopping platform. Other than that, a few limitations are provided which will send important suggestions for future development studies.
Aaker, D. A. (1991). Managing Brand Equity. The Free Press, New York, NY.
Aaker, D. A. (1996). Building Strong Brands. The Free Press, New York, NY.
Apuke, O. D. (2017). Quantitative Research Methods: A Synopsis Approach, Arabian Group of Journal, vol. 6, No. 10, pp. 40-47
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128-148.
Binangkitsari, L., and Sulistiono, S., (2018). The Influence of Brand Equity Elements on Purchase Decision and Its Imlication on Customer Loyalty. In International Conference On Accounting And Management Science 2018, p. 306-306.
Chinomona, R., & Maziriri, E. T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research, 12(1).
Chong, T. Y. (2019). Factors Affecting Online Shopping Intention in Malaysia. Editorial Review Board Members, p.51.
Cooper, D. R., and Schindler, P. S. (2014). Business Research Methods. 12th ed. New York: McGraw-hill, p. 402.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative and Mixed Methods Approaches. 4th ed. California: Sage, p. 32.
Lim, W. Y. (2021). The Relationship Between Brand Equity and Perceived Value on Purchase Decisions Among Shopee Consumers in Klang Valley, Malaysia. Unpublished MBA Dissertation, BERJAYA University College, Malaysia.
Crouch, G. (1994) The Study of International Tourism Demand: A Survey of Practice. Journal of Travel Research 32, p. 41-55.
Curtis, K. R. (2008), ‘Conducting Market Research Using Primary Data’, Western Extension Marketing Committee
Del Greo, L., Walop, W. (1987). Questionnaire Development: 5. The Pretest. Clinical Epidemiology, CMAJ, 1136, pp. 1025-1026.
Dilham, A., Sofiyah, F. R., & Muda, I. (2018). The internet marketing effect on the customer loyalty level with brand awareness as intervening variables. International Journal of Civil Engineering and Technology, 9(9), 681-695.
Dudovskiy, J. (2011) Research Reliability. [online] Business Research Methodology. Available at: http://research-methodology.net/research-methodology/reliability-validity-and-repeatability/research-reliability/ [Accessed 30 Nov. 2021].
Febrian, A. and Fadly, M. (2021). The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture. Binus Business Review, 12(1), p. 41-51.
Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics. London. United Kingdom: SAGE.
Fitriyasari, A. (2020). The Effect of Service Quality, Customer Trust, Brand Image and Electronic Word of Mouth On Online Purchasing Decisions on Shopee Customers in Surabaya.
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research.
Gautam, D. K. and Shrestha, S. K. (2018). Impact of Brand Equity on Purchase Intention of Smart Phones. Asia-Pacific Journal of Business, 9(1), p.1-18.
Hanson, W. A. and Kalyanam, K. (2020). Internet marketing and e-commerce.(Student ed.). Thomson/South-Western.
Harun, A. and Husin, W. H. R. (2019). Is the Purchasing Behavior of Suburban Millennials Affected by Social Media Marketing? Empirical Evidence from Malaysia. Kome: An International Journal Of Pure Communication Inquiry, 7(2), pp.104-127.
Hussey, J. & Hueesy, R. (1997). ‘Business Research: A Practical Guide for Undergraduate and Postgraduate Students’, Macmillan Business, London.
Javed, F., and Cheema, S. (2017). Customer satisfaction and customer perceived value and its impact on customer loyalty: the mediational role of customer relationship management. The Journal of Internet Banking and Commerce, pp.1-14.
Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). ‘Likert Scale: Explored and Explained’, British Journal of Applied Science & Technology, vol. 7, No. 4, pp. 396-403
Komalasari, F., Christianto, A. and Ganiarto, E. (2021). Factors Influencing Purchase Intention in Affecting Purchase Decision: A Study of E-commerce Customer in Greater Jakarta. Bisnis & Birokrasi: Jurnal Ilmu Administrasi dan Organisasi, 28(1), p.1.
Lutfie, H. and Marcelino, D. (2020). Creating online purchase decision and brand image based on advertising effectiveness with epic model. Jurnal Ilmiah Manajemen, 10(3), pp.346-366.
Satar, N. S., Dastane, O. and Ma’arif, M. Y. (2019). Customer value proposition for E-Commerce: A case study approach. International Journal of Advanced Computer Science and Applications, 10(2).
Nayeem, A. R., Islam, M. S., and Akter, M. F. (2020). The Influencing Factors of Brand Equity on Consumer Purchase Intention of Cell Phones in Bangladesh. GSJ, 8(1).
Novansa, H., and Ali, H. (2017). Purchase Decision Model: Analysis of brand image, brand awareness and price (Case study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), pp.621-632. PHAM, H.C., 2020. Factors determining brand equity for retail stores: A market segmentation approach. The Journal of Asian Finance, Economics, and Business, 7(10), pp.843-854.
Ozcifci, V. (2017). Determining the impact of brand equity on consumer purchase intention. International Journal of Social Sciences and Education Research, 3(4), pp.1164-1177.
Pham, C. (2021). Impact of aaker’s brand equity components on retail purchase intention. LAPLAGE EM REVISTA, 7(Extra-A), pp.96-112.
Prasad, S., Garg, A., and Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence & Planning. Sheng, C.R. and Kim, G. 2015. The Factors Influencing Consumers Intention to Purchase Online Fashion Clothes In Klang Valley.
Prasetyo, C. A., Aziiz, R. A., Maruf, F. I., Alvia, I. K., and Tarmidi, D. (2021). The Influence of Online Customer Review and Price on Purchase Decision Through Shopee in Covid-19 Period (Survey of Shopee Customers in Bandung in 2020). Psychology and Education Journal, 58(3), pp.544-552.
Rambocas, M., Kirpalani, V. M., and Simms, E., (2018). Brand equity and customer behavioral intentions: a mediated moderated model. International Journal of Bank Marketing.
Salkind, N. (2010), ‘Primary Data Source’, Encyclopaedia of Research Design
Sehar, R., Ashraf, S. and Azam, F., (2019). The influence of social media’s marketing efforts on brand equity and consumer response. IUP Journal of Marketing Management, 18(2), pp.30-53.
Shabbir, M. Q., Khan, A. A., and Khan, S. R. (2017). Brand loyalty brand image and brand equity: the mediating role of brand awareness. International journal of innovation and applied studies, 19(2), p.416.
Shahid, Z., Hussain, T., and Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Marketing and Consumer Research, 33(3), pp.34-38.
Shaw, N., & Sergueeva, K. (2019). The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value. International Journal of Information Management, 45, 44-55.
Siali, F. (2019). Relationship between brand equity and consumer purchase decision. International Journal of Service Management and Sustainability, 1(1), pp.58-75.
Surucu O., Ozturk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114-124.
Susilowati, E., & Sari, A. N. (2020). The influence of brand awareness, brand association, and perceived quality toward consumers' purchase intention: a case of richeese factory, Jakarta. Independent Journal of Management & Production, 11(1), 039-053.
Swita?a, M., Gamrot, W., Reformat, B., & Bilinska-Reformat, K. (2018). The influence of brand awareness and brand image on brand equity–an empirical study of logistics service providers. Journal of Economics & Management, 33, 96-119.
Vasileva, I. V., and Vasileva, T. N. (2017). Brand equity management on the example of the Aaker model. Modern Science, (5-1), pp.102-107.
Zahari, N. H. B., Fathil, D. A. B. M., Halim, N. A. S. B. A. and Fauzi, N. H. B. M. (2020). Factors Influencing Customer’s Purchase Intention Using Drive Thru Services at Hypermarket in Klang Valley.
Yee, L. W., & Al-Khaled, A. A. S. (2024). The Relationship between Brand Equity and Perceived Value on Purchase Decision among Shopee Consumers in KLang Valley, Malaysia. International Journal of Academic Research in Business and Social Sciences, 14(7), 2258–2284.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode