PRODUCT ASPECTS OF MARKETING EFFORT AND PURCHASE INTENTION

Wiyadi Wiyadi · Nalendrawati Ariska Ayuningtyas

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

Purpose of Study: This article aims to analyze the effect of product aspects of marketing effort consisting of brand image, product quality, and service quality on consumer purchase intention. The sample of research is 100 consumer of Honda motorcycle in Surakarta city. Methodology: The sampling technique uses convenience sampling. Data analysis tools use multiple linear regression. Results: The results showed that brand image, product quality, and service quality significantly influence consumer purchase intention. Implications/Applications: For further research, it is necessary to add other independent variables, such as price aspect, promotion aspect, distribution aspect, and consumer characteristic.

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1984A Service Quality Model and its Marketing Implications 1995Marketing for Hospitality and Tourism 2015Electronic Commerce 1983Marketing Research: An Applied Approach 2014THE RELATIONSHIP BETWEEN BRAND IMAGE AND PURCHASE INTENTION: EVIDENCE FROM AWARD WINNING MUTUAL FUNDS 2015Product Perceived Quality and Purchase Intention with Consumer Satisfaction 2013The Impact of Product Quality on Perceived Value, Trust and Students’ Intention to Purchase Electronic Gadgets 2014Impact of Brand Image and Service Quality on Consumer Purchase Intention: A Study of Retail Store in Pakistan

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