PENGARUH PRODUCT KNOWLEDGE, PERCEIVED QUALITY, PERCEIVED RISK, DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION PADA MOTOR KAWASAKI NINJA 250 FI DI KOTA SEMARANG

Abstract

T his study aims to examine the factors affecting purchase intention. These factors are namely product knowledge, perceived quality, perceived risk, perceived value. T he population in this study were all people who knew but had never bought a Kawasaki Ninja 250 Fi motorcycle product, who lived in Semarang City. The sample was selected using purposive sampling method. Based on the criteria that have been determined, obtained a sample of 100 respondents. The data analysis technique used in this study is multiple linear regression. The results showed that product knowledge and perceived value had a positive and significant effect on purchase intention. Meanwhile perceived quality and perceived risk are not significant to purchase intention.

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