THE PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN HARGA TERHADAP MINAT BELI PRODUK MINUMAN MEREK NARMADA (STUDI KASUS MAHASISWA UNIVERSITAS TEKNOLOGI SUMBAWA): (STUDI KASUS MAHASISWA UNIVERSITAS TEKNOLOGI SUMBAWA)

(STUDI KASUS MAHASISWA UNIVERSITAS TEKNOLOGI SUMBAWA)

Abstract

Purchase intention is the desire or will that appears in a consumer for a product as a result of the consumer observing and learning about the product. This study aims to examine the influence of brand image, product quality and price variables on partial or simultaneous purchase intention. The benefit of this study for the author is to improve knowledge and understanding of the influence of brand image, product quality and price on purchase intention. For the company, it is a reference asset and also an information for companies to increase purchase intention through branding. , product quality and price, and for future researchers as a reference or input for further studies. The hypothesis of this study is that there is a partial or simultaneous positive and significant influence of brand image, product quality and price on Narmada brand beverage purchase preference. This study used quantitative method and used sampling method, namely non-probability sampling 100 respondents from students of Sumbawa University of Technology. The data sources that the author collected in this study are primary data and secondary data. The data collection techniques in this study used a questionnaire (questionnaire). The obtained data are then processed by SPSS program version 17 through validity test, reliability test, data normality test, multicollinearity test, variable variance test. change, partial effect test, simultaneous effect test and coefficient of determination. The results of the data analysis show that the variables of brand image, product quality and price have a positive and significant impact on partial or simultaneous purchase intention.