Pengaruh Citra Merek, Persepsi Harga dan Kualitas Produk Honda Brio Satya Terhadap Minat Beli Pelanggan di Jakarta

Main Article Content

Dimas Rizky
Carunia Mulya Firdausy

Abstract

The purpose of this study is to examine the effects of brand image, perceive price and product quality on purchase intention. The number of sample in this study was 160 respondents consisting of potential customers and the customers Honda Brio Satya of PT. Honda Prospect Motor in Jakarta. The technique to sampling unit analysis was convenience nonprobality sampling method. The results of this study as follow. First, it was found that brand image has a positive and significant effect on purchase intention. Second, perceive price has a positive and significant effect on purchase intention. Third, product quality has a positive effect on purchase intention. Fourth, brand image, price perception and product quality jointlyl effect purchase intention of Honda Brio customer. Therefore, to improve the purchase intention of the customers, the company should give a great concern to brand image, price and the quality of Honda car production.

Article Details

How to Cite
Rizky, D., & Firdausy, C. M. (2020). Pengaruh Citra Merek, Persepsi Harga dan Kualitas Produk Honda Brio Satya Terhadap Minat Beli Pelanggan di Jakarta. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(4), 156–161. https://doi.org/10.24912/jmbk.v4i4.8679
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Articles
Author Biography

Dimas Rizky, Universitas Tarumanagara

Program Studi Magister Manajemen, Program Pascasarjana