PENGARUH PERSEPSI NILAI DAN CITRA MEREK TERHADAP MINAT PEMBELIAN PRODUK PARFUM MEREK LOKAL DI KOTA SEMARANG

Abstract

Indonesia's local perfume industry is experiencing rapid growth and becoming increasingly competitive against foreign brands. This study aims to determine the influence of perceived value (X1) and brand image (X2) on the purchase intention (Y) for local perfumes among young consumers in Semarang City. The study employs a quantitative approach involving 100 respondents aged 16–30, selected via non-probability sampling. Data were collected using a 4 point ordinal scale questionnaire and analyzed through multiple linear regression using SPSS. The results indicate that perceived value and brand image have a positive and significant effect on purchase intention, both partially and simultaneously, with an Adjusted R-Square of 49.7%. Thus, the more positive the perceived value and brand image, the higher the purchase intention for local perfumes.