Article Per Year (5 Year)
p-Index From 2021 - 2026
1.288
P-Index
This Author published in this journals
All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI The Studies of Social Sciences Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Agroekoteknologi Terapan International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) International Journal of Community Service (IJCS) Management Studies and Business Journal
Mandey, Silvya Lefina
Unknown Affiliation
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Neuroscience Nursing Physics Public Health Social Sciences Transportation Veterinary Other

Published : 8 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PRODUCT STRATEGY, BRAND EQUITY, AND SERVICE QUALITY EFFECTS ON PURCHASE INTENTION AMONG LINOW LAKE TOURISTS Mandey, Silvya Lefina; Lengkong, Victor Paskah Kalawat; Kandou, Jenny Emma Agustin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 10 (2025): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18639749

Abstract

This study examines a model of how product strategy, brand equity, and service quality influence purchase intention among tourists visiting Linow Lake, Tomohon City, North Sulawesi, Indonesia. Using a causal associative design, data were collected online via a structured questionnaire (Google Form) from 100 respondents selected through purposive non-probability sampling. Product strategy was measured through product variety, quality, design, features, packaging, size, and return; brand equity through brand awareness, perceived quality, brand association, and brand loyalty; and service quality through reliability, responsiveness, assurance, empathy, and tangibles. Purchase intention was assessed through indicators related to planned purchase/visit intention, patience/willingness, and information search. All measurement items were valid (r-count > r-table) and reliable (Cronbach’s alpha > 0.6). Classical assumption tests indicated normal residual distribution, no multicollinearity (VIF < 10; tolerance > 0.10), and no heteroscedasticity. Multiple linear regression results show that product strategy and brand equity have positive and significant effects on purchase intention, while service quality is not statistically significant in the regression model. Simultaneously, the three predictors significantly explain purchase intention. The findings highlight the importance of strengthening tourism product attributes and brand equity to enhance tourists’ purchase intention toward Linow Lake as a destination.
Co-Authors Ali , Almer Hassan Arman Arman Datualo, Diane Natalin Fandy Yones Latuni Kandou, Jenny Emma Agustin Kawet, Raymond Christian Lengkong, Victor Paskah Kalawat Lucia Cecilia Mandey Lumi, Isye Merlyn Karuntu Paat , Franda Benedicta Paat, Franda Benedicta Raintung, Michael Ch. Rondonuwu, Christy Natalia Soegoto , Agus Supandi Teltje Koapaha Wongkar, Filipi Fenesia Yunus, Yudin