The Effect of Promotion, Product Quality and Brand Image towards Purchase Intention of Fiesta Chicken Meat in West Jakarta

Authors : Alfrianty Sauran, Dr. Dendi Anggi Gumilang

Volume/Issue : Volume 5 - 2020, Issue 1 - January

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This study aims to analyze the effect of promotion, product quality, and brand image on purchase intention in Fiesta chicken meat in West Jakarta, Indonesia. This study uses Non Probability Sampling and purposive sampling methods with a total of 100 respondents. Data analysis of this study is carried out by multiple linear regression analysis using SPSS 25.0. The finding show that each independent variable namely promotion, product quality, and brand image has a positive and significant effect on purchase intention as a dependent variable. The product quality variable has the biggest effect among the three independent variables on purchase intention. Besides, promotion, product quality, and brand image simultaneously affect on purchase intention. It is recommended that companies should focus on increasing the value of product quality and promotion to increase consumer purchase intention and companies should pay more attention to brand image and company reputation. Further research by researching other variables is also recommended.

Keywords : Promotion, Product Quality, Brand Image, Purchase Intention, Fiesta Chicken Meat.


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31 - May - 2023

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