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All Journal Jurnal Promosi Pendidikan Ekonomi PROSIDING SEMINAR KIMIA JURNAL INTEGRASI JPF : JURNAL PENDIDIKAN FISIKA Seminar Nasional Lahan Suboptimal CONCEPT JIKEM: Jurnal Ilmu Komputer, Ekonomi dan Manajemen Optimal: Jurnal Ekonomi dan Manajemen Jurnal Sains Student Research Harmoni Pendidikan: Jurnal Ilmu Pendidikan International Journal Business, Management and Innovation Review
Miranda Miranda
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Agriculture, Biological Sciences & Forestry Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Mathematics Physics Social Sciences Other

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The Effect of Price and Brand Image on Purchase Intention on Elizabeth Women's Work Bags Products : (Consumer Study in Bandar Lampung) Miranda Miranda; Satria Bangsawan; Rinaldi Bursan
International Journal Business, Management and Innovation Review Vol. 2 No. 4 (2025): International Journal Business, Management and Innovation Review
Publisher : Universitas Veteran Bangun Nusantara Sukoharjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijbmir.v2i4.177

Abstract

This reseach determine the effect of price and brand image on purchase intention for Elizabeth women's work bag products (a consumer study in Bandar Lampung). Elizabeth women's work bag products were chosen because this brand is quite popular among consumers, known as a long-standing player in the Indonesian bag industry with affordable prices and a positive brand image. The phenomenon underlying this research is the current trend regarding fashion as an important aspect when traveling, as well as a decrease in sales of Elizabeth women's work bag products, which were previously known to hold the first position in the Top Brand Index for the women's work bag category. This study uses a quantitative approach with a survey method through questionnaires distributed online to 120 respondents. The sampling technique used was purposive sampling with the criteria: domiciled in Bandar Lampung, aware of Elizabeth women's work bag products, and having the intention to purchase Elizabeth women's work bag products. Data were analyzed using multiple linear regression with the aid of SPSS. The results show that price and brand image have a significant effect on purchase intention for Elizabeth women's work bag products (Consumer Study in Bandar Lampung). This finding interprets that consumers who intend to buy Elizabeth women's work bag products will consider the factors of price and brand image in making a purchase. Thus, this research can serve as a basis for the Elizabeth brand in setting a competitive price and maintaining its quality or excellence to keep the positive brand image of the product.
Co-Authors Abdul Aziz Abu Umayah Ahmad Aspiani Ahmad Sultoni Pulungan Andy Triwinarko Arista Sitanggang Arsi Arsi Aulia Zahra Awalludin Awalludin Bambang Gunawan Darma Prasatya Devi Hariyani Dodi Prima Resda Fachry Abda El Rahman Fajriani Fajriani Hendri Saputra Indayani Indayani Ira Hairun Nisa Munthe Jhon Hericson Purba Maidel Fani Muh Ihsan Said Ahmad Muhammad Hasan Muhammad Yakob Nisa U Mardiyah Novarita Novarita Nurdiana Nurdiana Nurul Afifah Petrayuna Dian Omega Putra, Rachmad Almi Rahmat Gunawan Reza Maulana Dalimunte Reza Maulana Dalimunthe Rinaldi Bursan RR Dirgarini Julia Nurlianti Subagyono Safira Cahaya Ramadhani Satria Bangsawan Tuti Supatminingsih Wahyu Syarvina Yudi Fakhrul Rozi Yuliana Yuliana