The influence of price & brand image on purchase intention of polygon bike

Abstract

This research was conducted to analyze the variable price and brand image and their influence on purchase intention in Polygon bikes. The trend of cycling during the Covid 19 pandemic increased quite high. This is because cycling is a sport that can be done to increase the body's immunity in order to prevent the transmission of Covid 19, besides that cycling is an outdoor sport and not crowding so that it minimizes the risk of contracting Covid 19. This research is a type of explanatory study and the sampling method is simple random sampling. The population in this study were Polygon bike users in Bandung city, and the samples taken were 100 respondents who used Polygon bikes in Bandung city. The results of this study indicate that the price and brand image variables have a positive and significant influence on purchase intention in Polygon bikes. The author advises companies to maintain their brand image and also keep prices affordable by many as a strategy to increase consumer purchase intention so that it can increase sales of polygon bikes. © 2021 Karadeniz Technical University. All rights reserved.