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When Brand Image, Perceived Price, and Perceived Quality Interplay in Predicting Purchase Intention: Developing a Rhombus Model

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  • Usep Suhud
  • Mamoon Allan
  • Sri Rahayu
  • Dorojatun Prihandono

Abstract

Rhombus model is a theoretical framework to measure consumers’ particular behaviour. It consists of three predictor variables that can swap places. This study employs a brand image, perceived price, and perceived quality as predictor variables, and purchase intention as a predicted variable. The study cohort was the consumers of mobile phones with a water proof feature and they were chosen using a convenient sampling technique. In total, 238 participants completed a survey. Data were analysed using exploratory and confirmatory factor analyses to validate data and structural equation model to test hypotheses. We calculated three models with variables that exchange positions. This study provides a new option for presenting data.

Suggested Citation

  • Usep Suhud & Mamoon Allan & Sri Rahayu & Dorojatun Prihandono, 2022. "When Brand Image, Perceived Price, and Perceived Quality Interplay in Predicting Purchase Intention: Developing a Rhombus Model," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 11, January.
    • Handle: RePEc:bjz:ajisjr:2182
    DOI: https://doi.org/10.36941/ajis-2022-0021
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    References listed on IDEAS

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