PENGARUH CITRA MEREK, KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP NIAT BELI KONSUMEN

Abstract

To respond the current tight competition, companies in influencing the customers purchasing intention on their product through some variables i.e. brand image, product quality, price and promotion. The purpose of this research is to find out the influence of brand image, product quality, price, and promotion to the Purchase intentions. The non-probability sampling is used as the research technique. The research data is taken by issuing questionnaires which have been filled by 98 people. Meanwhile, the multiple linear regressions analysis is used as the analysis technique. It has been found from the result of t test that simultaneously the significant level of brand image, product quality, price, and promotion variables is under 0.05 which means H0 is denied and H1 accepted. So, partially the independent variables have significant influence to the dependent variable which is the purchase intentions of the customers. The result of partial determination coefficient (r2) shows that product quality variable has dominant influence, since its partial determination coefficient is the largest. It can be concluded from all of the calculation which has been done that the formulation of the hypothesis has significant influence.
Keywords: Brand Image, Product Quality, Price, Promotion and Purchase Intentions