PENGARUH PERSEPSI KONSUMEN, PERSEPSI HARGA, DAN BRAND IMAGE TERHADAP MINAT BELI

Aditya Hasbi Assidiq, Robby Sandhi Dessyarti

Abstract


This study aims to empirically prove the Influence of Consumer Perception, Price Perception, and Brand Image on Purchase Interest (Study on Consumers of Wuling Madiun Electric Car Dealers). This study is a quantitative study with a sample size of 384 people. The sampling method uses a lemeshow sample. Data collection using a questionnaire distributed via google form. The data analysis technique uses a test tool in the form of Structual Equation Modeling (SEM) with smartPLS Version 3.0. The results of this study indicate that Consumer Perception influences the Purchase Interest of Wuling Madiun Electric Car Dealer Consumers, Price Perception influences the Purchase Interest of Wuling Madiun Electric Car Dealer Consumers, Brand Image influences the Purchase Interest of Wuling Madiun Electric Car Dealer Consumers.

Keywords: Consumer Perception, Price Perception, Brand Image and Purchase Interest.


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References


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