PENGARUH PERSEPSI HARGA, PROMOSI, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP MINAT PEMBELIAN PADA PENGRAJIN SOUVENIR REYOG DI KABUPATEN PONOROGO

Abstract

The influence of perceptions of price, promotion, product quality and service quality on purchase intention of Reyog craftsmen in Ponorogo Regency. This research is expected to provide benefits as a source of reading and development of knowledge related to marketing management. This study uses a quantitative approach model. Empirically, quantitative is a method used to measure quantitative data in the form of numbers through scientific calculations. Perceptions of price, promotion, product quality, and service quality have a significant effect on purchase intention of Reyog craftsmen in Ponorogo Regency. The results of this study are expected to be a reference for further research to be able to use other variables that have not been used. Based on the results of the study, that perceptions of price, promotion, product quality, and service quality have an effect on purchase intention. Therefore, it is necessary to balance all factors so that consumer buying interest continues to increase.

Keywords: Perceived Influence of Price, Promotion, Product Quality, Service Quality, Purchase Intention