Product Aspects of Marketing Effort and Purchase Intention

Abstract

Purpose of Study: This article aims to analyze the effect of product aspects of marketing effort consisting of brand image, product quality, and service quality on consumer purchase intention. The sample of research is 100 consumer of Honda motorcycle in Surakarta city.
 Methodology: The sampling technique uses convenience sampling. Data analysis tools use multiple linear regression.
 Results: The results showed that brand image, product quality, and service quality significantly influence consumer purchase intention.
 Implications/Applications: For further research, it is necessary to add other independent variables, such as price aspect, promotion aspect, distribution aspect, and consumer characteristic.

Factors affecting purchase intention of community product in Thailand-Cambodia border

“…Since the brand image represented beliefs, ideas, and impressions of the product. Research of Yu et al, (2018) was contrary to Wiyadi & Ayunintyas (2019), the results indicated that negative brand image affecting the decrease in purchase intention of customers. Hence, the entrepreneurs or business owners would attempt to build the worth or value of brand image through various advertisements or promotion.…”

“…Producing good quality products by the firm, the consumer believed with the product and also made a satisfaction (Davis et al, 2003). This corresponded to Konuk (2018); Wiyadi & Ayunintyas (2019). They found that product quality had a positive influence on purchase intention.…”

“…Moreover, Wang & Tsai (2014); Berbel-Pineda et al, (2018) found that the brand image increased the consumer's purchase intention. While the findings of Wiyadi & Ayunintyas (2019) research showed that customers who had a positive image of a brand intending purchase of the product. Since the brand image represented beliefs, ideas, and impressions of the product.…”

“…The theory of planned behavior (TPB) postulated the antecedent of attitudes, subjective norms, perceived behavioral control and the intention itself (Ajzen 1991). Wiyadi & Ayunintyas (2019) mentioned that factors affecting purchase intention were associated with feelings and emotions. In case any products or goods made happiness and satisfaction in buying them, the purchase intention of those products was a consequence.…”

Factors affecting domestic tourists’ repeat purchase intention towards accommodation in Malaysia

“…Similar conclusions were reached by Alharthey (2019) , who found that service quality positively influenced consumers’ intentions to purchase groceries. Perceived service quality is one of the critical elements of online purchasing trust ( Wiyadi and Ayuningtyas, 2019 ). Most online selling platforms foster client confidence and enduring connections by providing high-quality services ( Shafiee and Bazargan, 2018 ).…”