PENGARUH CITRA MEREK, KUALITAS LAYANAN, DAN HARGA TERHADAP MINAT BELI KONSUMEN DI SUPERMARKET SAKINAH

Abstract

This research aimed to find out the effect of brand image, service quality, and price on the consumers’ purchasing intention at Sakinah Supermarket, Surabaya. The population was customers who had visited Sakinah Supermarket, Surabaya. Moreover, the research was quantitative. The data analysis technique used multiple linear regression with SPSS 27.0. The data collection technique used purposive sampling. In line with that, there were 100 respondents as the sample. Additionally, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed to the respondents. In addition, the data were primary. The result showed that brand image as well as price had a positive and significant or meaningful effect on purchasing intention. However, service quality had a positive but insignificant or not meaningful on purchasing intention. In addition, when both brand image and price were maintained, the purchasing intention would also increase. In suggestion, Sakinah Supermarket, Surabaya had to maintain its brand image and price to the customers. Also, they needed to give qualified service guarantees, especially to their customers.