THE INFLUENCE OF PRODUCT QUALITY, PRODUCT VARIETY, BRAND POPULARITY, AND PRICE ON PURCHASE INTENTION OF BLUDER COKRO IN MADIUN CITY

Effel Dimas Putra Sendika, Heny Sidanti, Hari Purwanto

Abstract


This research investigates whether product quality, product variety, brand popularity, and price influence consumers' purchase intention toward Bluder Cokro in Madiun City, both individually and simultaneously. The study is grounded in the Theory of Planned Behavior (TPB) and adopts a quantitative survey approach. The population comprised Bluder Cokro consumers in Madiun City, with an unknown population size. Using the Lemeshow formula and purposive sampling, 385 respondents were selected. Data were gathered through an online questionnaire distributed via Google Forms and subsequently processed using IBM SPSS Statistics. The findings demonstrate that product quality, product variety, brand popularity, and price each exert a positive and significant effect on purchase intention. Collectively, the four predictors also have a significant effect, as indicated by an F-value of 69.973 and a significance level of 0.000. The Adjusted R Square of 0.418 means that the model accounts for 41.8% of the variation in purchase intention. Among the predictors, brand popularity records the highest regression coefficient at 0.240.

Keywords: Product Quality, Product Variety, Brand Popularity, Price, Purchase Intention.


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