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All Journal E-Jurnal Manajemen Trisakti School of Management (TSM)
Rachmandanu, Yosan Pratama
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Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Beberapa Faktor Yang Berperan Terhadap Purchase Intention Produk Rachmandanu, Yosan Pratama; Danibrata, Aulia
E-Jurnal Manajemen Trisakti School of Management (TSM) Vol. 1 No. 3 (2021): E-Jurnal Manajemen Trisakti School of Management (TSM)
Publisher : Pusat Penelitian dan Pengabdian kepada Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/ejmtsm.v1i3.1190

Abstract

Overall, the purpose of this research was to determine the effect of brand awareness, brand association, perceived quality, and brand loyalty on purchase intention of Smartphones in Bekasi. The research design used descriptive research and causality research. The sampling method used in this study was purposive sampling and as many as 120 data were obtained from respondents who were in Bekasi. Primary data was used in this research and the data was collected by distributing questionnaires to respondents. The method of analysis used multiple regression equation model. The final results of this research showed that brand association, perceived quality, and brand loyalty have an influence on purchase intention, and on the other side brand awareness does not affect purchase intention.
Co-Authors DANIBRATA, AULIA