Analysis Price, Perception of Quality, and Promotion with Intervening Brand Trust Toward Purchase Intention Honda Vario 150CC (Case Study at PT Wahana Makmur Sejati)


Authors : Rudy Tanjung Herlambang; Dr. Sri Hartono, MM

Volume/Issue : Volume 5 - 2020, Issue 8 - August

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/3id7OLP

DOI : 10.38124/IJISRT20AUG678

This research was conducted to analyze the effect of Price, Perceived Quality, and Promotion on Purchase Intention on Honda Vario 150CC products with Intervening Brand Trust at PT Wahawa Makmur Sejati. The data used in this study is questionnaire data taken from 200 respondents using convenience sampling. Meanwhile, the data analysis was performed using quantitative statistics using Structural Equation Modeling (SEM) assisted by LISREL version 9.2 software. The results showed that Price, Perceiveds of Quality and Promotion had a significant effect on Brand Trust, and also Brand Trust had a significant effect on Consumer Purchase Intention. In the research results, the direct and indirect relationship, both Price, Perceived of Quality and Promotion, directly have a significant effect on the purchase intention of Vario 150CC. However, the variable Price and Perceived Quality indirectly through Brand Trust does not have a significant effect on consumer Purchase Intention. The results of this research can be used as a reference both academically and practically in implementation management by PT WAHANA MAKMUR SEJATI.

Keywords : Price, Perceived Quality, Promotion, Brand Trust, Purchase Intention

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