Open AccessPengaruh Brand Awareness, Brand Image dan Customer Perceived Value Terhadap Purchase Intention
Author(s) -
Luki Lukmanul Hakim,
Keni Keni
Publication year - 2020
Publication title -
jurnal manajemen bisnis dan kewirausahaan
Language(s) - English
Resource type - Journals
ISSN - 2598-0289
DOI - 10.24912/jmbk.v4i3.7921
Subject(s) - nonprobability sampling , likert scale , brand image , brand awareness , advertising , psychology , variables , regression analysis , sampling (signal processing) , survey methodology , value (mathematics) , marketing , business , statistics , mathematics , computer science , population , medicine , filter (signal processing) , computer vision , developmental psychology , environmental health
This study aims to determine the effect of brand awareness, brand image, and customer perceived value on purchase intentions. The sampling technique used in this study is nonprobability sampling by purposive sampling using a quantitative approach by distributing questionnaires to 146 which valid respondents 142 respondents. Data analysis method used in this study is multiple regression analysis. For operational variables using the Likert scale method of validity used a computer measuring instrument that is SPSS 25.0. The results showed that the brand awareness variable have a significant and positif effect, brand image have a significant and positif effect, customer perceived value have a significant and positif effect on purchase intention. In this case the brand image is the most influences of purchase intention.