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Influence Of Product Quality, Promotion, Brand Image, Consumer Trust Towards Purchase Intention (Study Case On Pocari Sweat Isotonic Drink)
Description:
Tight business competition makes the company set its marketing strategy. The number of isotonic beverage brands circulating in the market also encourage companies to do more vigorous promotion again so that brand image always appear in the minds of consumers. Promotion is good and appropriate to strengthen consumer confidence in the brand, if consumers have a belief on a particular brand into consideration of consumers to increase the purchase of a product or service. This study aims to determine the effect of product quality, promotion, brand image and consumer confidence in the intensity of purchasing one of isotonic beverage products in Indonesia. Research method with Structure Equestion Modeling (SEM). In this study as many as 165 respondents were taken as a sample with variable measurement using Likert scale. The results of this study found that the quality of the product has an influence on consumer confidence, promotion has no influence on consumer confidence, brand image has an influence on consumer confidence, product quality has no effect on purchase intention, promotion has influence on purchase intention, brand image does not have influence on purchasing intentions, while consumer confidence has an effect on purchasing intention.
Author:
- Paolinus Hulu
- Endang Ruswanti
- Nia Puspita Hapsari
Source:
International Conference on Recent Innovation 2018[/vc_column_text][/vc_column][/vc_row][/vc_column_text][/vc_column][/vc_row]
