PENGARUH BRAND IMAGE, PERCEIVED QUALITY, DAN PERCEIVED PRICE TERHADAP PURCHASE INTENTION SERTA DAMPAKNYA PADA PURCHASE DECISION (Studi pada Konsumen Kopi Bubuk Banaran)

Abstract

ABSTRACT This study aims to analyze the influence of brand image, perceived quality, and perceived price on purchase intention and its subsequent impact on the purchase decision of Banaran coffee powder consumers. Research sample are 17 years old minimum consumers within the city of Semarang ever bought Banaran coffee powder at least 1 time. The study tested the hypotheses using the Structural Equation Model (SEM) method, which was processed through the Analysis Moment of Structure (AMOS) 26 software. The findings revealed a positive and significant relationship between brand image and purchase intention. Additionally, perceived price has a positive and significant effect on purchase intention. Furthemore, purchase intention has a positive and significant effect on purchase decision. However, perceived quality has a positive and insignificant effect on purchase intention.