Usep Suhud, Mamoon Allan, Sri Rahayu, Dorojatun Prihandono
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. © 2022 Suhud et al.
Faculty of Economics, Universitas Negeri Jakarta, Gedung R, Kampus A UNJ, Jl. Rawamangun Muka, RT.10/RW.13, Rawamangun, Kec. Pulo Gadung Kota Jakarta Timur, Daerah Khusus Ibukota, Jakarta, 13120, Indonesia; Faculty of Archeology and Tourism, University of Jordan, Amman, 11942, Jordan; Faculty of Economics, Universitas Negeri Semarang, Jl. Kampus Timur, Sekaran, Gunung Pati, Central Java, Semarang, 50229, Indonesia
