THE EFFECT OF BRAND IMAGE, PRICE, FACILITIES, AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION

Anita Dita Cahyani

Abstract


This study aims to identify and analyze the influence of brand image, price, facilities, and electronic word of mouth on the purchase intention of Taichan Jero Pasar Sleko consumers in Madiun. This study employs a quantitative approach, with the population consisting of Taichan Jero Pasar Sleko consumers and consumers who are familiar with Taichan Jero Pasar Sleko products in Madiun. The research sample consisted of 170 respondents selected based on the study criteria. Data collection was conducted via a questionnaire and analyzed using the Partial Least Squares (PLS) method with the assistance of SmartPLS 3.0 software. The results indicate that Brand Image has a positive and significant effect on Purchase Intention. Price does not have a significant effect on Purchase Intention. Facilities did not have a significant effect on purchase intention. Meanwhile, electronic word of mouth had a positive and significant effect on purchase intention. The results indicate that brand image and positive information obtained by consumers through electronic media play a role in increasing Taichan Jero Pasar Sleko consumers’ purchase intention.

Keywords: Brand Image, Price, Facilities, Electronic Word-of-Mouth, Purchase Intention.


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