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Check 18. 2018 Scopus - full - Digital transformation in the age
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Meyliana, Meyliana

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Minh Pham, Yehenew Mengistu, Ha Do, Weihua
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Systems, 2018
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Priati Assiroj, Meyliana, Achmad N. Hidayanto,
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Jarot S. Suroso, Septia Redisa Sriratnasari. "A
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repositori.usu.ac.id
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Industry", 2018 International Conference on
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Publication
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Angelina Ervina Jeanette Egeten, Meyliana,
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Teddy Siswanto, Spits Warnars Harco Leslie
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Sianipar et al. "The genomic plant warehouse
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awareness science and technology", 2011 3rd
International Conference on Awareness Science
and Technology (iCAST), 2011
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Blanka Klimova. "Chapter 30 Assistive
Technology for Active and Independent Aging",
Springer Science and Business Media LLC,
2019
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JulioBorjaÁlvaroRobertoJosé Luis
AbascalBonailMarcoCasasSevillano.
"AmbienNet", Proceedings of the 10th
international ACM SIGACCESS conference on
Computers and accessibility - Assets 08 Assets
08, 2008
Publication
"Innovation in Medicine and Healthcare
Systems, and Multimedia", Springer Science
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SURJANDY, SURJANDY

Fernando, Erick

Wiryawan, Drajad

Wijaya, Santo Fernandi

Impact of the Entrepreneur Course and Technology for University Students

Hidayat, Irpan

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Idris, Gautama So

Advertising personality - Untuk
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Advertising personality - Untuk validasi Check
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Form Reviewer "Advertising personality impact to education institution brand image base on three hits theory of exposure"

2015 International Conference on Technology, Informatics, Management, Engineering & Environment (TIME-E) 
Samosir Island, North Sumatra, Indonesia, September 7-9, 2015 
 
978-1-4673-7411-8/15/$31.00 ©2015 IEEE 
The Influence of Website Quality, Brand Awareness and 
Perceived Product Quality on Purchase Intention of Video 
Games Online Store 
 
Idris Gautama So & Bachtiar H. Simamora 
Bina Nusantara University, Indonesia 
{igautama, bsimamora} @binus.edu 
Natalia & Steven 
Bina Nusantara University, Indonesia 
{natalia, steven}@binus.edu
 
 
Abstract—This study employed Path Analysis to investigate 
the relations among Website Quality, Brand Awareness, Perceive 
Product Quality and Purchase intention from consumer point of 
view. Data were collected from 200 Indonesian website users 
which focus on video games online store. A significance and 
positive influence exists for each variable of website quality, 
brand awareness, perceive quality and purchase intention. The 
advantage and benefits of good quality of a website and 
awareness of a brand can improve consumer perceive quality and 
purchase intention. Therefore, organization should explore the 
possibilities of improving marketing activities and campaign 
through website. 
Keywords— website quality; brand awareness; perceived 
product qualit; purchase intention; e-commerce; internet 
I.  INTRODUCTION 
The development of technology and information systems 
evolves an enterprise business model. E-business is then 
developed further to bring the term e-commerce. E-commerce 
is a process of purchase, sale or exchange of products, services 
or information via computer and Internet networks [1]. Based 
on a survey conducted by e-marketer.com, the increase in 
world internet usage is not only occurs in the United States, 
China and Japan, but also in Indonesia. Indonesia was in the 
sixth position on the list of the countries in the world with the 
highest rate of Internet penetration. Indonesia’s e-commerce 
level is growing and developing rapidly and it has reached 3.4 
billion USD by year of 2014. 
Website quality becomes one of the major factors that 
expedited e-commerce. According to a research conducted by 
Quartz Marketing Agency, it was found that the reason for the 
existing challenges of conducting e-commerce in Indonesia is 
because Indonesian consumers prefer to enjoy online shopping 
through forums, blog or social media rather than through 
official website of the company. Therefore, a company should 
take notice to its website so that consumer could gather 
complete information about their products and do the 
transaction through website. 
The competition in e-commerce is quite high. Therefore 
besides maintaining a good website, a company should also 
increases its brand awareness to win new customers, because 
the cost of gaining a new customer is five times greater than 
keeping an old one [2]. 
Although many companies has maintained good website 
and spend a great amount of effort to increase their brand 
awareness, only few company realize how website quality and 
brand awareness can increase consumer purchase intention. 
Therefore this research is aimed at investigating the influence 
of website quality and brand awareness on the perceived 
quality effects on consumer purchase intention. This study 
takes the consumers of video games online store’s as a study 
case. In particular, the objectives of this study are: 
 To investigate the influence of website quality on 
perceived quality 
 To investigate the influence of brand awareness on 
perceived quality 
 To investigate the influence of website quality on 
purchase intention  
 To investigate the influence of brand awareness on 
purchase intention 
 To investigate the influence of perceived quality on 
purchase intention. 
II. EASE OF USE 
A. Website Quality 
According to the research conducted by Lin [3], there are 
four main dimensions of website quality: 
 System Quality: The quality system refers to the perceived 
ability of a website to provide the appropriate function in 
relation to the user’s control. 
 Information Quality: The information quality refers to the 
quality of information provided by the online service. The 
most basic capabilities of a web site is to present the 
information about learning contents, subjects and items. 
 Service Quality: In the context of web-based IS, service 
quality measure the overall support delivered by the web 
site. 
 Attractivenes: Visual attractiveness of the website which 
refers to the level of user confidence that web pages are 
fun to read and have a pleasing visual. 
31
  
B. Maintaining the Integrity of the Specifications 
According to the work reported in [4], brand awareness is 
defined as the ability of a potential buyer to dig, recalling a 
brand as part of a particular product category. On the other 
hand, the work reported in [5] argued that brand awareness is 
composed by brand recall and brand recognition. This 
argument was further supported by the work in [6] where it 
was argued that there are four levels in brand awareness: 
 Unaware of the brand: the stage where the customers 
feel hesitant or unsure whether it recognizes the brands 
mentioned or not. 
 Brand recognition: the stage where the customer is able 
to identify brands mentioned. 
 Brand recall: the stage where the customer is able to 
recall the brand without given a stimulus. 
 Top of mind: the stage where the customer mention a 
brand as the first comes to mind when talking about a 
particular product category. 
C. Perceived Product Quality 
According to [7], perceived quality of product is a 
perception of quality that are based on the sign or the physical 
characteristics of a product itself such as the size, color, taste 
or fragrant of the product. In some cases, consumers use 
physical characteristics to judge the quality of a product. 
D. Purchase Intention 
According to [8], an intention to buy is a plan to purchase 
the goods or services in the future. The increase on a 
consumer's purchase intention is developed by some elements 
such as the following: 
 Stimulant: the existence of certain factors that 
encourage or induce a person to act. 
 Awareness: something that entered the consumer’s 
mind influenced by the product offered. 
 Information Seeker: search of information could be 
directed from two sources, self-seeking and other 
recommendation. 
 
 
 
Fig 1. Research Framework 
 
Previous studies have found that Brand Awareness affects 
positively on Purchase Intention with the mediation of 
Perceived Product Quality [9]. Another research also 
postulated that the Website Quality enhance the perceived 
value of a consumer product quality, which eventually 
increases consumer Purchase Intention [10]. 
III. METHODOLOGY 
A. Research Framework 
This study using research framework depicted in Fig 1. 
This figure illustrates that the research is aimed at 
investigating the correlation between Website Quality and 
Brand Awareness on Perceived Product Quality, as well as 
evaluating the influence of Perceived Product Quality on 
Consumer Purchase Intention. 
B. Questionnaire Design 
The initial draft of questionnaire is developed according to 
the theory and methods described in the aforementioned 
literature. These questionnaires were spread to 200 consumers 
of video games online store. The questionnaire was designed 
using a Likert five-point of scale in which a score 5 defines 
the highest score and 1 defines the lowest score. 
C. Measurement Variable 
The dimensional measurement developed from the 
literature review are summarized in the following table. 
 
Measurement Items 
Website Quality System Quality 
Information Quality 
Service Quality 
Attractiveness 
Brand Awareness Unaware of Brand 
Brand Recognition 
Brand Recall 
Top Of Mind 
Perceived Product 
Quality Performance 
Features 
Conformances 
Reliability 
Durability 
Serviceability 
Fit and Finish 
Purchase Intention Stimulus 
Awareness 
Information Seeker 
 
32
  
IV. RESULTS AND DISCUSSION 
This study uses Path Analysis to test the correlation 
between variables developed. Validity and Reliability analysis 
were developed before the correlation test. The results show 
that a significant and positive relationship existed between 
variables. 
Path Analysis reveals that a significant and positive 
relationship exist between website quality and brand 
awareness on perceived quality. This means that website 
quality and brand awareness have strong influence in 
increasing consumer’s perceived product quality. Furthermore, 
a significant and positive relationship also exists between 
website quality and brand awareness on purchase intention, 
which means that website quality and brand awareness also 
has strong influence to increase consumer’s purchase 
intention. We also found that a significant and positive 
relationship exists between perceived qualities on purchase 
intention, which means that consumer’s perceived quality also 
has strong influence to increase consumer’s purchase 
intention. When a customer has more positive image to a 
company’s website and awareness to its brand, they affect and 
increase the usage and consumer’s purchase intention to buy a 
product. 
Table 1. The Decomposition Summary of Relationship 
between models 
 
Variable Direct correlation 
Indirect 
correlation Total 
WQ  PQ 0.265 - 0.265 
BA  PQ 0.452 - 0.452 
WQ --> PI 0.458 
0.265 x 
0.229 = 
0.060685 
0.06069 
BA --> PI 0.269 
0.452 x 
0.229 = 
0.103508 
0.10351 
PQ --> PI 0.229 - 0.229 
e1 0.7321 - 0.7321 
e2 0.551 - 0.551 
 
The above table can be summarized as follows: website 
quality and brand awareness have a significant and positive 
influence on perceived quality where brand awareness has 
greater influence on consumer’s perceived quality than 
website quality whereas website quality has greater influence 
on consumer’s purchase intention than brand awareness. 
Research shows that consumer’s perceived quality of a 
product is more indicated by their awareness of the company’s 
brand rather than the quality of its website. However, 
consumer’s purchase intention in the future are more likely to 
be influenced by the quality of a company’s website rather 
that its brand. 
V. CONCLUSION AND RECOMMENDATION 
A. Conclusion 
The result of the study show that when consumer has 
higher perception of a company’s website, the consumer’s 
perceived quality will be better; meanwhile when the 
consumer has higher awareness on a company’s brand, the 
higher consumer’s purchase intention will be committed. 
B. Recommendation 
To increase or maintain website quality, company should 
provide customized service, information searching system, 
prompt reply on consumer’s opinion and queries, and 
performs surveys to understand consumer’s need. Company 
also should consider doing marketing campaign and 
promotion through website to increase brand awareness. The 
study shows that consumer’s awareness on a brand influences 
their perception on the quality of the product. 
REFERENCE 
[1] E. Turban, J. Lee, T. P. Liang, and D. Turban, Electronic Commerce. 
Pearson, 2010. 
[2] F. Wu,  H. H. Li,  and  Y. Kuo, "Reputation  evaluation  for  choosing  a  
trustworthy counterparty   in   C2C   e-commerce,"   Electronic 
Commerce Research and Applications, vol. 10, no. 4, 428-436, 2011. 
[3] H. F. Lin, "An application of fuzzy AHP for evaluating course website 
quality," Computer & Education Journal, vol. 54, pp. 877-888, 2010. 
[4] D. Durianto, Sugiharto, and L. J. Budiman, Brand Equity Ten – Strategi 
Memimpin Pasar. Jakarta: PT. Gramedia Pustaka Utama, 2004. 
[5] P. B. Lowry,  A. Vance, G. Moody, B. Beckman, and A. Reed, 
"Explaining and Predicting the Impact of Branding Alliances and Web 
Site Quality on Initial Consumer Trust of E-Commerce Web Sites," 
Journal of Management Information Systems, vol. 24, no. 4, pp. 199–
224, 2008. 
[6] D. Handayani and  Andrizal, Brand  Operation.  Jakarta:  Esensi, 
Erlangga Group, 2010. 
[7] L.G. Schiffman and L. L. Kanuk. Consumer Behavior. New Jersey: 
Pearson Education, 2010. 
[8] Y. Suhari, Kepercayaan terhadap Internet serta pengaruhnya pada 
pencarian informasi dan keinginan membeli secara online, Jurnal 
Dinamika Informatika, vol 3, no. 1, 2011. 
[9] K. C. Hsin, R. Y. Huery, Y. T. Yan, "The impact of brand awareness on 
consumer purchase intention: The mediating effect of perceived quality 
and brand loyalty," The Journal of International Management Studies, 
vol. 4, no. 1, 2009. 
[10] J. D. Wells, J. S. Valacich, and T. J. Hess, “What wignal are you sending 
? How website quality influences perceptions of product quality and 
purchase intention,” MIS Quarterly. vol 32, no. 2, 2011. 
[11] Riduwan and E. A. Kuncoro, Cara Menggunakan dan Memaknai 
Analisis Jalur. Bandung: Alfabeta, 2008. 
[12] H. Sarjono and W. Julianita, SPSS vs LISREL. Jakarta: Salemba Empat, 
2011. 
[13] U. Sekaran, Research Methods For Business : Metodologi Penelitian 
untuk bisnis (4h Edition ed.). Jakarta: Salemba Empat, 2006. 
[14] M.R. Setyowati and Litbang. http://tekno.kompas.com. [Online] 
Available at: http://tekno.kompas.com/read/2012/10/05/02371027/ 
prospek.belanja.quotonlinequot, 2012. 
 
33


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