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PRODUCT ASPECTS OF MARKETING EFFORT AND PURCHASE INTENTION

2019; Volume: 7; Issue: 3 Linguagem: Inglês

10.18510/hssr.2019.7380

2395-6518

Wiyadi Wiyadi, Nalendrawati Ariska Ayuningtyas,

Impulse Buying and Technology Impacts

Purpose of Study: This article aims to analyze the effect of product aspects of marketing effort consisting of brand image, product quality, and service quality on consumer purchase intention. The sample of research is 100 consumer of Honda motorcycle in Surakarta city. Methodology: The sampling technique uses convenience sampling. Data analysis tools use multiple linear regression. Results: The results showed that brand image, product quality, and service quality significantly influence consumer purchase intention. Implications/Applications: For further research, it is necessary to add other independent variables, such as price aspect, promotion aspect, distribution aspect, and consumer characteristic.