The influence of website quality, brand awareness and perceived product quality on purchase intention of video games online store

摘要

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.