The Influence of Perceived Value, Brand Image, and Customer Satisfaction on Purchase
Intention of the Non-Subsidized 5.5 Kg Bright Gas LPG Cylinder User in Yogyakarta
Hendra Handoko
1, Achmad Sudiro
2, Christin Susilowati
31,2,3 Department of Economics and Business, Brawijaya University, Malang, Indonesia
Email : [email protected]
Abstract- This study aims to acknowledge the relationship between perceived value, brand image, customer satisfaction, and purchase intention of the 5.5 Kg Bright Gas LPG Cylinder product on the people in the province of Daerah Istimewa Yogyakarta (DIY). The urgency of this study is an increase in purchase intention, which means an increase in the likelihood of a purchase, therefore it is necessary to understand how far perceived value, brand image, and customer satisfaction in influencing purchase intention. The population of this study is the people of Yogyakarta who use 5.5 Kg Bright Gas LPG Cylinder, and the sample is calculated using the Roscoe formula, which are 170 respondents. The data is collected by distributing questionnaire with 1-4-point Likert scale. The results of this study show that perceived value, brand image, and customer satisfaction partially has a positive influence on purchase intention. This study also finds that perceived value and brand image has a positive influence on customer satisfaction. On this research model, customer satisfaction cannot mediate the influence of perceived value and brand image on purchase intention. It is important for Pertamina to always keep an eye on customer satisfaction in order to create repetitive purchase intention; as it is required to design a policy that can be implemented in accordance with the results of this study. The policy related to the marketing of 5.5 Kg Bright Gas LPG Cylinder can be done by providing socialization or promotion about the product;
showing that the price of 5.5 Kg Bright Gas LPG Cylinder is suitable with the features offered, that it has better level of security compared to other products.
Keywords – Perceived Value, Brand Image, Customer Satisfaction, Purchase Intention I.INTRODUCTION
Various efforts are being carried out by Pertamina to market the non-subsidized LPG product, such as bringing up a new variant, namely the 5.5 Kg Bright Gas LPG Cylinder. Pertamina has attempted to provide positive perception on the 5.5 Kg Bright Gas LPG Cylinder, including providing information on the various advantages offered by the product. These advantages offered become perceived value for customers, which are expected to increase the satisfaction and intensity of non-subsidized LPG users. In addition, Pertamina also made an effort to maintain positive image on the 5.5 Kg Bright Gas product by distinguishing market segmentation between the 5.5 kg LPG cylinder and the 3 kg LPG cylinder. The image developed by Pertamina is that the 3 kg LPG cylinder is intended for the poor, while the Non-PSO LPG Cylinder (5.5 kg Bright Gas) is designated otherwise (not for the poor).
Purchasing decisions taken by consumers are highly considered by the company, so that consumers’ perception of a product has a very important role (Wang & Tsai, 2014). Consumers will always consider the benefit that will be obtained by the amount of costs incurred, since the benefits obtained from the products will provide a good perception, so that it can influence purchasing interest decisions (Sánchez-Fernández et al., 2007). The study conducted by Wang & Tsai (2014); Ashton et al., (2010) supported the statement that perceived value is able to positively influence consumer purchase intentions. However, these findings do not support the study conducted by Wijayanti (2017), which found that perceived value has a negative significant influence on purchase intention.
Purchase intention can also be determined by the brand image of a product, since the use of products with certain brands on a long duration of time can make consumers become consistent to continue using the product (Aaker, 1996). Brand image provides the effect of repeat purchases carried out by consumers, so that they will take actions related to the level of purchases that can be improved (Assael, 1998). It is supported by Erdil (2015); Grewal et al.,
(1998) who stated that image has a positive influence on purchase intention, although Anggraeni (2016) found a different results, that brand image dpes not significantly influence purchase intention.
Customer satisfaction is a response that is shown as an evaluation of the suitability or discrepancy that is felt between the previous expectations with the actual experience after buying the product (Tse & Wilton, 1988). During the evaluation process, customers will feel the benefits of the product based on the perceived value they obtained (Hapsari et al., 2016). This is supported by the findings from Ryu & Kim (2008); Hapsari et al., (2016); Razavi et al., (2012) who stated that perceived value has a positive significant influence on customer satisfaction. Customer satisfaction can also be influenced by brand image; with the benefits felt by customers, many marketing managers try to do interesting branding to satisfy customers (Hosseini & Behboudi, 2017). The findings from the study conducted by Nyadzayo & Khajehzadeh (2016); Hosseini & Behboudi (2017); Dunuwille & Pathmini (2016) showed that brand image has a positive influence on customer satisfaction. Customer satisfaction itself becomes an important factor for possibility, will, plan, or willingness of customers to repurchase products in the future (Dodds et al., 1991; Schiffman
& Kanuk, 2007).
Daerah Istimewa Yogyakarta (DIY) is one of the provinces with the highest surge in the use of non-subsidized LPG in Indonesia, especially the 5.5 kg Bright Gas LPG Cylinder products. It is because Yogyakarta is known as a tourism city with a high absorption potential of non-subsidized LPG. The culinary business in Yogyakarta is growing rapidly. This is in line with the growth of this city as a tourism city. In 2018, the increase in 5.5 kg Bright Gas LPG Cylinder users reached 110% compared to the previous year. However, the high increase in the use of 5.5 kg Bright Gas LPG Cylinder raises the level of anxiety and concern in the community about the issue of withdrawal of the 3 kg LPG Cylinder, which will be replaced completely with the 5.5 kg Bright Gas product, especially for culinary businesses from the tourism sector. Indeed, the use of 5.5 kg Bright Gas product is increasing in the last 3 years because of the culinary sector. The increase of the use of the 5.5 kg Bright Gas product is not in accordance with the people’s perception and image of the product. It is indicated by the concern and resistance if the 3 kg LPG is totally withdrawn by Pertamina. Therefore, based on the phenomenon and the differences in findings among some of the previous studies, this study focuses on acknowledging the relationship between perceived value, brand image, customer satisfaction, and purchase intention of the 5.5 kg Bright Gas product on the people of Yogyakarta.
II.LITERATUREREVIEW 2.1 Perceived Value on Purchase Intention
Perceived value plays an important role in purchasing or consumption decision (Wang & Tsai, 2014). Each consumer considers a comprehensive reflection of profits and costs when they make purchasing decisions (Sánchez-Fernández et al., 2007). Consumer perceived value increases when consumers feel the benefits of the product, which then affects purchase interests. Purchase intention can be defined as one of the possibility that a consumer will purchase certain products (Wang & Tsai, 2014). Previous studies found that perceived value has an influence on purchase interests (Wang & Tsai, 2014; Ashton et al., 2010). Based on these findings, hypothesis 1 can be formulated as follows:
H1 : Perceived Value has a positive significant influence on Purchase Intention 2.2 Brand Image on Purchase Intention
The quality or product quality of goods offered by producers with certain brands strongly influences the high or low level of brand image (Schiffman & Kanuk, 1997). With the brand image, the tendency of consumers to buy a brand or take actions related to purchases as measured by the level of possibility of consumers making purchases can be increased (Assael, 1998). In previous studies, Erdil (2015); Grewal et al., (1998) found that image has a positive relationship with purchase intention. Based on these findings, hypothesis 2 can be formulated as follows:
H2 : Brand Image has a positive significant influence on Purchase Intention 2.3 Perceived Value on Customer Satisfaction
Abubakar et al., (2005); Dodds & Monroe (1985); Zeithaml (1988) argued that consumers will evaluate what they provide and what they get in their subjective perception when they purchase a product or service. Consumer perceived value increases when consumers feel the benefits of the product, which then affect customer satisfaction (Hapsari et al., 2016). Based on the previous studies, Ryu & Kim (2008); Hapsari et al., (2016); Razavi et al., (2012) found that perceived value has a positive significant influence on customer satisfaction. In addition, Ryu & Kim (2008) stated that customer satisfaction can act as a partial mediation in the relationship between perceived value and purchase intention. Based on these findings, hypothesis 3 can be formulated as follows:
H3 : Perceived Value has a positive significant influence on Customer Satisfaction.
2.4 Brand Image terdapat Customer Satisfaction
The benefits associated with the function of a product that can be utilized by consumers are one of the factors that forms brand image (Schiffman & Kanuk, 1997). Hosseini & Behboudi (2017) found that managers improve marketing and branding in order to attract and satisfy customers. This shows that if the implementation of branding by the company, it can increase customer satisfaction. The study conducted by Nyadzayo & Khajehzadeh (2016);
Hosseini & Behboudi (2017); Dunuwille & Pathmini (2016) added that brand image has a positive significant influence on customer satisfaction. Based on these findings, hypothesis 4 can be formulated as follows:
H4 : Brand Image has a positive significant influence on Customer Satisfaction 2.5 Customer Satisfaction on Purchase Intention
The simplest way to measure customer satisfaction is to directly ask customers how satisfied they are with certain specific products or services (Nurlinda, 2013). By paying attention to customer satisfaction, it represents consumers who have the possibility, will, plan, or willingness to purchase a product or service in the future. The increase in purchase intention means an increase in the possibility of purchase (Dodds et al., 1991; Schiffman & Kanuk, 2007).
Based on the previous studies carried out by Purbasari & Permatasari (2018); Alavi et al., (2016); Kuo et al., (2009), it showed that there is a positive significant relationship between customer satisfaction on purchase intention. Based on these findings, hypothesis 5 can be formulated as follows:
H5 : Customer satisfaction has a positive significant influence on Purchase Intention
III.METDHOD
The object of this study is Non-PSO LPG (5.5 kg Cylinder or Bright Gas) customers in DIY. The population in this study is the people who use Non-PSO LPG (5.5 kg Cylinder or Bright Gas in DIY Province. The population in this study is not certainly known, thus in determining the number of samples the researcher refers to the Roscoe formula (Sugiyono, 2009). The determination of samples in this study refers to the Roscoe formula, namely at least 10 times of the number of variable indicators observed. This study uses 4 variables and has 17 indicators, therefore the sample in this study is 10 times 17 indicators, namely 170 respondents. The sampling technique in this study is non- probability sampling using random sampling techniques. The data collection techniques is done by distributing questionnaire with 1-4 point Likert scale. The research instrument are tested using validity and reliability test.
Inferential statistical analysis in this study is divided into two analyzes, namely descriptive analysis and Structural Equation Modeling with Partial Least Square program. PLS model evaluation is conducted by evaluating outer model and inner model (Ghozali & Latan, 2013).
IV.RESULT 4.1 Statistical Descriptive Analysis
Table 1. Respondents’ Characteristics
Criteria Characteristics Frequency Percentage Accumulative
Percentage
Education Diploma 9 5.3 5.3
Postgraduate 5 2.9 8.2
Bachelor 63 37.1 45.3
Senior High School 87 51.2 96.5
Junior High School 6 3.5 100.0
Jobs Housewife 10 5.9 5.9
Private Employees 41 24.1 30.0
Civil Servants 24 14.1 44.1
Entrepreneur 95 55.9 100.0
Age 18 - 25 Years old 68 40.0 40.0
26 - 33 Years old 59 34.7 74.7
34 - 41 Years old 19 11.2 85.9
42 - 49 Years old 14 8.2 94.1
50 - 56 Years old 10 5.9 100.0
Gender Male 92 54.1 54.1
Female 78 45.9 100.0
Expenditures in a month
< Rp 1.000.000 13 7.6 7.6
Rp 1.000.000 - < Rp 2.000.000 40 23.5 38.2
Rp 2.000.000 - < Rp 4.000.000 74 43.5 81.8
Rp 4.000.000 - < Rp 6.000.000 31 18.2 100.0
>= Rp 6.000.000 12 7.1 14.7
Time Using 5.5 kg Bright Gas LPG Cylinder Products
< 1 Year 43 25.3 25.3
1 - < 2 Years 42 24.7 53.5
2 - < 4 Years 60 35.3 88.8
4 - < 6 Years 19 11.2 100.0
>= 6 Years 6 3.5 28.8
From Table 1, it can be seen that the respondents has a good quality of education since the majority have the last education of senior high school (96.5%), and the remaining 3.5% have the last education in junior high school. The majority of respondents who use 5.5 kg Bright Gas LPG Cylinder are entrepreneur (55.9%). The respondents of this study are people who have a middle and middle to upper economic level. This result also show that the majority have use 5.5 kg Bright Gas LPG Cylinder for a long time.
4.2 Validity and Reliability Test
Table 2. Convergent Validity Test Results
Path Original
Sample (O)
Sample Mean (M)
Standard Error (STERR)
T Statistics
(|O/STERR|) Sig.
BI1 <- BI 0.720 0.713 0.077 9.316 0.000
BI2 <- BI 0.823 0.817 0.044 18.631 0.000
BI3 <- BI 0.831 0.834 0.036 22.937 0.000
CS1 <- CS 0.761 0.761 0.044 17.139 0.000
CS2 <- CS 0.574 0.564 0.102 5.619 0.000
CS3 <- CS 0.759 0.753 0.057 13.401 0.000
CS4 <- CS 0.753 0.749 0.067 11.199 0.000
CS5 <- CS 0.736 0.723 0.063 11.732 0.000
CS6 <- CS 0.780 0.778 0.042 18.409 0.000
E <- PV 0.865 0.860 0.032 27.190 0.000
H <- PV 0.778 0.773 0.054 14.415 0.000
K <- PV 0.805 0.803 0.040 20.231 0.000
S <- PV 0.782 0.776 0.053 14.656 0.000
IP1 <- PI 0.826 0.826 0.038 21.616 0.000
IP2 <- PI 0.826 0.824 0.039 21.066 0.000
IP3 <- PI 0.792 0.792 0.053 15.074 0.000
IP4 <- PI 0.791 0.788 0.050 15.818 0.000
Source: Processed Primary Data, 2020
Based on Table 2, it can be seen that all items of the construct have a loading factor value (Original Sample) around 0.7, and have a significance level smaller than (0.05). Therefore, all items can be said to have a Convergent Validity level that can be accepted.
Table 3. Cross Loading Calculation Results
Indicator BI CS PI PV
BI1 0.720 0.410 0.420 0.593
BI2 0.823 0.428 0.460 0.484
BI3 0.831 0.560 0.552 0.533
CS1 0.480 0.761 0.461 0.540
CS2 0.334 0.574 0.318 0.369
CS3 0.529 0.759 0.448 0.435
CS4 0.356 0.753 0.527 0.518
CS5 0.390 0.736 0.400 0.444
CS6 0.502 0.780 0.592 0.562
E 0.552 0.589 0.558 0.865
H 0.565 0.467 0.464 0.778
K 0.491 0.555 0.557 0.805
S 0.576 0.519 0.488 0.782
IP1 0.522 0.577 0.826 0.561
IP2 0.524 0.506 0.826 0.534
IP3 0.443 0.463 0.792 0.477
IP4 0.475 0.513 0.791 0.499
Source: Processed Primary Data, 2020
It can be seen on Table 3 that the cross loading value of each indicator of the relevant variable is greater than the cross loading value of other variables. Thus, it can be said that the indicator has good discriminant validity.
Table 4. Composite Reliability (CR)
No. Variable Composite
Reliability Information
1 Brand Image (BI) 0.835 Reliable
2 Customer Satisfaction (CS) 0.872 Reliable
3 Purchase Intention (PI) 0.883 Reliable
4 Perceived Value (PV) 0.883 Reliable
Source: Processed Primary Data, 2020
Table 4 shows that all research variables have Composite Reliability (CR) value of > 0.7. This means that the variable has a high accuracy, consistent, and it is a correct instrument to measure constructs.
4.3 The Coefficient of Determination of Endogenous Variable
Table 5. R2 Value of Endogenous Variable in the Inner Model Exogenous Variable Endogenous Variable R2 Value Perceived Value (PV)
Brand Image (BI)
Customer Satisfaction
(CS) 0.480
Perceived Value (PV) Brand Image (BI)
Customer Satisfaction (CS)
Purchase Intention (PI) 0.522
Source: Processed Primary Data, 2020
The total coefficient of determination in this study is 0.751, which means that it can predict the model to 75.1%, while the remaining 24.9% is caused by variables outside the model.
4.4 Hypothesis Test
This study examines five hypotheses in the inner model with the results as follows:
Figure 1. Structural Model (Inner Model) Between Latent Variable
Table 6. Inner Model Test Results
Hypothesis Path Original Sample (O)
Sample Mean (M)
Standard Error (STERR)
T Statistics
(|O/STERR|) Sig.
1 PV → PI 0.273 0.255 0.128 2.134 0.034
2 BI → PI 0.236 0.242 0.114 2.066 0.040
3 PV → CS 0.477 0.487 0.116 4.118 0.000
4 BI → CS 0.276 0.271 0.115 2.404 0.017
5 CS → PI 0.317 0.342 0.153 2.078 0.039
Source: Processed Primary Data, 2020
The inner model test results as shown in Table 6 shows that hypothesis 1-5 have a significance level that is smaller than (0,05), so that all hypotheses are accepted.
Table 7. The Calculation Results of Indirect Influence on the Inner Model
Exogenous Mediation Endogenous Sobel Test (a x b)
Decision axb Z-test p-value
PV CS PI 0.151 1.855 0.064 No mediation
BI CS PI 0.088 1.572 0.116 No mediation i
Source: Processed Primary Data, 2020
Based on Table 7, it shows that Customer Satisfaction does not mediate the relationship between Perceived Value on Purchase Intention and Brand Image on Purchase Intention.
V.DISCUSSION
This study is conducted based on the findings of previous researchers and it refers to the research models used. The results of this study are findings that provide contribution to the factors that influence purchase intention. In accordance with the research results, this study supports the previous researchers (Wang & Tsai 2014; Ashton et al., 2010; Erdil 2015; Grewal et al., 1998; Ryu & Kim 2008; Hapsari et al., 2016; Razavi et al., 2012; Nyadzayo &
Khajehzadeh 2016; Hosseini & Behboudi 2017; Dunuwille & Pathmini 2016; Purbasari & Permatasari 2018; Alavi et al., 2016; Kuo et al., 2009).
In general, this study adopted the research conducted by Wang & Tsai (2014); Ryu & Kim (2008); Alavi et al., (2016); Kuo et al., (2009) which presents a model of relationship between Perceived Value, Brand Image, Customer Satisfaction, and Purchase Intention. Each independent variable directly influence Purchase Intention as dependent variable, though the Customer Satisfaction variable is unable to mediate the relationship between Perceived Value and Brand Image on Purchase Intention, therefore the findings of this study differ from previous researchers and it does not support the findings from Alavi et al., (2016) and Ryu & Kim (2008).
It is important for Pertamina to always pay attention to customer satisfaction in order to create repetitive purchase intentions. Pertamina is required to be able to make policy that can be implemented in accordance with the findings from this study. The 5.5 kg Bright Gas LPG Cylinder product is a non-subsidized LPG which competes with Pertamina’s own product, the 3 kg LPG Cylinder, so the marketing treatment done in the field must be different. The 5.5 Bright Gas product is marketed by Pertamina with the aim of capturing existing market opportunities as well as a buffer product between subsidized 3 kg LPG Cylinder and 12 kg LPG Cylinder. Besides, Pertamina also wants to capture new market opportunities.
Based on the results of this study, the policy related to the 5.5 kg Bright Gas product marketing can be done by providing socialization or promotion about the product. It can also be carried out by providing information which shows that the price of 5.5 kg Bright Gas product is suitable with the features offered, since it has a better level of security compared to other product. Therefore, the users of this product do not need to worry too much and can share
good news to others to switch to the 5.5 kg Bright Gas product. In addition, Pertamina can also generate an interesting historical stories that has an educational value from the beginning of the product launch to the present in order to build a positive brand image effect to the community. By implementing different marketing policies with other products, Pertamina is expected to continue creating and increasing the value of customer purchase intention.
VI.CONCLUSION
The results of this study shows that perceived value, brand image, and customer satisfaction partially has positive and significant influence on purchase intention. However, it is shown in the indirect influence test results that customer satisfaction is not able to mediate the relationship between perceived value and brand image on purchase intention.
The factor that influences purchase intention the most is perceived value. Therefore, as a company that markets the 5.5 kg Bright Gas product, Pertamina must pay more attention to customer perceived value to be formed positively, so as to increase purchase intention. The findings of this study provides managerial implication which can be done by designing policies related to the marketing of the 5.5 kg Bright Gas product which gives perception if the price of the product is suitable with the features offered, that it has a better level of security compared to other product.
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