PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP MINAT BELI

Abstract

Purchase intention is something related to consumer plans to buy certain products or services, as well as how many units of products or services are needed in a certain period. Companies need to pay attention to the factors that influence buying interest. The purpose of this study was to determine the effect of brand image on purchase intention, the effect of product quality on purchase intention, and the effect of perceived price on purchase intention of Honda Mobilio cars. The sample in this study were potential consumers of Honda Mobilio cars in Denpasar City. Determination of the sample in this study using nonprobability sampling method. The number of samples taken was 112 people. Collecting data using questionnaires. Data were analyzed using multiple linear regression analysis techniques. The results of this study indicate that there is a positive and significant influence between brand image and purchase intention, a positive and significant influence on product quality and purchase intention, a positive and significant influence on perceived price and purchase intention. Keywords: Brand image, Product quality, Price perception, Purchase intention