THE INFLUENCE OF PRICE, ADVERTISING AND IMAGE OF KAWASAKI NINJA R ON CONSUMER BUYING INTEREST IN BANDUNG CITY
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Date
2020
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International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 2
Abstract
This study aims to determine the effect of prices, advertisements and Kawasaki Ninja R brand image on
consumer purchase intentions in the city of Bandung. The factors tested in this study are price, advertising and
brand image as independent variables. Whereas purchase intention is the dependent variable. The research method
used in this research is descriptive and verification methods. The population in this study are people who intend to
have Kawasaki Ninja R. The sampling technique used in this study is non-probability sampling using a purposive
sampling technique with a sample size of 75 respondents. While the analytical method used in this study is multiple
linear regression analysis and the coefficient of determination at a significant level of 5%. The program used in
analyzing data uses Statistical Package for Social Sciences (SPSS) Ver. 24.00 The results showed that the variable
price (X1) influenced the purchase intention. Furthermore, the Ad variable (X2) influences the purchase intention
and the brand image variable (X3) influences the purchase intention. Price, advertising and brand image
simultaneously influence purchase intention.
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Keywords
Price, Advertising, Brand Image and Purchase Intention