PENGARUH BRAND IMAGE, KUALITAS, PERSEPSI HARGA DAN VARIASI PRODUK TERHADAP MINAT BELI KONSUMEN SARUNG GAJAH DUDUK DI KABUPATEN PEKALONGAN
Abstract: The development of
textile industry and fashion in Indonesia is rapidly increasing which caused
fierce competition between businesses. This can be seen from the decline in
sales sarong Gajah Duduk. Sarong Gajah Duduk is a pre-eminent sarong brand of
PT.Pismatex pekalongan.Sarong Gajah Duduk it is first time marketed in 1972. This
research was conducted to analyze the
effect of brand
image, quality, price
perpection and product
variation on purchase intention
of Sarong Gajah Duduk product located in
Pekalongan.
Data collection technique used in this study are questionnaire. Sampling
technique used is purposive sampling technique by convenience sampling which is
choosing respondents who by chance met the researcher. Respondents of this
research as many as 100 people. To analyze the impact of independent variables
on dependent variable, multiple linier regression analysis is used.
The result of this study showed that brand image have a negative effect
on purchase intention (first hypothesis rejecte. The second hypothesis which
state that quality have a positive impact on purchase intention is accepted as
well. The third hypothesis which state that price perpection have a positive
effect on purchase intention is accepted and the fourth hypothesis which state
that product variation have a positive effect on purchase intention is
accepted. The coefficient of determination test result stated that all four
independent variables have an 40,7% on purchase intention.
Keywords: brand image,
quality, price perpection, product variation, purchase intention
Penulis: Nilla Wijayasari,
Mahfudz
Kode Jurnal: jpmanajemendd180423
