品牌形象、产品质量、价格对购买意愿的影响

MKTG: Marketing Mix Decisions (Topic) Pub Date : 2020-06-19 DOI:10.2139/ssrn.3642536

Y. Aryani

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引用次数: 6

摘要

本研究旨在探讨品牌形象、产品品质及价格对消费者购买意愿的影响。在这项研究中，研究人员对雅加达市的200名受访者进行了调查。本研究方法采用调查法和因果分析法。本研究采用文献法、访谈法和问卷法进行数据收集。采用SPSS 22.0和AMOS 26.0软件对数据进行分析。结果显示，对购买意愿影响较大的变量是品牌形象。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Effect of Brand Image, Product Quality, and Price on Purchase Intention

This research was conducted to determine the effect of Brand Image, Product Quality, and Price on Consumer Purchase Intention. In this study researchers involved 200 respondents in the city of Jakarta. This research method uses a survey method with a causal approach. Data collection techniques used by the authors in this study were literature, interviews and questionnaires. Data were analyzed using SPSS 22.0 and AMOS 26.0 software. The results showed that the variable that has a large influence on Purchase Intention is brand image.

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MKTG: Marketing Mix Decisions (Topic)

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