TA DIGITAL
Pengaruh brand image dan kualitas produk terhadap minat beli konsumen livron B.plex pada PT Pharpos, tbk kantor cabang Semarang : studi kasus pada konsumen di wilayah Semarang Barat
THE INFLUENCE OF BRAND IMAGE AND PRODUCT QUALITY TOWARD THE PURCHASE INTENTION OF LIVRON B.PLEX CONSUMERS AT THE SEMARANG BRANCH OFFICE OF PT. PHAPROS, Tbk (A Case Study on the Product’s Consumers in West Semarang)
The enhancement of peoples’ awareness on health makes several pharmacy companies compete to create their own brand new products to fulfill consumers’ needs on health problems. PT. Phapros, Tbk. along with the product “Livron B.plex” appears to be a suitable multivitamin product that helps peoples’ bodies to stay healthy by reinforcing body metabolism. In addition, the market rivalry causes PT. Phapros, Tbk. has to make a specific strategy to attract consumers’ purchase intention of its product. Therefore, its strategy needs to bring a high quality and good image product for consumers.
In this project, the researcher applied the techniques of data collection i.e interview, quistionnaire, and literature study. Followed by the technique of purposive sampling which was used to 50 respondents’ samples in West Semarang as well. Moreover, the techniques of analysis were the examination of validity, reliability, multiple linier regression, T test, F test, and determination coefficient by using the aid “SPSS 22.0” in supporting this study. Based on the result of multiple linear regression analysis could be shown by the regression equation Y = 1.575 + 0.393X1 + 0.430X2, and then by that regression equation, it would be known that the brand image and the product quality had a positive influence on purchase intention. As well as, the coefficient of determination was 0.528. It demonstrates that brand image and product quality are able to confirm the purchase intention of the product consumers by the number of percentage 52,8%, while the remaining 47,2% is explained by the other variable that is not observed. According to the data analysis we are able to conclude the existence of positive effect of brand image and product quality on consumers’ purchase intention. It means when PT. Phapros, Tbk. could develop the brand image and product quality of Livron B.plex, it could suppose the higher purchase intention would come.
Keywords: brand image, product quality, and purchase intention
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