Pengaruh Citra Merek, Promosi, dan Kualitas Produk terhadap Minat Beli Konsumen Umyas Boutique

Rifanka, Sheila Zoya (2023) Pengaruh Citra Merek, Promosi, dan Kualitas Produk terhadap Minat Beli Konsumen Umyas Boutique. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The purpose of this study was to determine the effect of brand image on purchase intention, the effect of promotion on purchase intention, the effect of product quality on purchase intention and the influence of the three variables of brand image, promotion, and product quality on purchase intention of Umyas Boutique consumers. The research method used by the author is descriptive quantitative. This research was conducted at Umyas Boutique. Data obtained from the results of observations, questionnaires, and literature study by taking research samples using non-probability sampling techniques totaling 100 people. Data analysis used statistical tests and multiple regression with statistical product and service solution 20 (SPSS 20). The results of this study indicate that the Umyas Boutique brand image is good (average score 4.03), promotion (average score 4.06) and product quality (average score 4.10) so that it has a positive impact on purchase intention close to good (average score 3.98). The results of multiple regression analysis with the SPSS program showed that brand image had a significant effect on purchase intention at Umyas Boutique, as evidenced by the tcount of brand image of 4.901 with a sig. 0.000. Then, promotions have a significant effect on buying interest at Umyas Boutique, proven by a tcount of 2.043 with a sig number. 0.044. And product quality has a significant effect on buying interest at Umyas Boutique as evidenced by the tcount of 3.599 with a sig. 0.001. The influence of brand image, promotion and product quality on buying interest at Umyas Boutique is 85.7% while the remaining 14.3% is influenced by other factors not examined in this study. The trend of changing buying interest of Umyas Boutique consumers can be predicted through the multiple regression equation Y = 1.185 + 0.504 (X1) + 0.162 (X2) + 0.290 (X3) sig. Simultaneous effect is proven by the results of the F test obtained by Fcount of 191.868 with a significance number of 0.000.

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