publication . Article . 2017

THE EFFECT OF BRAND IMAGE, PRODUCT KNOWLEDGE AND PRODUCT QUALITY ON PURCHASE INTENTION OF NOTEBOOK WITH DISCOUNT PRICE AS MODERATING VARIABLE

Erida, Erida; Rangkuti, Ari Sonang;
Open Access English
  • Published: 15 Sep 2017 Journal: JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW (issn: 2597-6265, eissn: 2597-369X, Copyright policy)
  • Publisher: Jambi University, Management Department Faculty of Economics and Business
Abstract
The purpose of this study are: (1) explaining the effect of brand image, product knowledge and product quality toward purchase intention of Asus Notebook, and (2) explaining the discount price capability on moderating the effect of brand image, product knowledge and product quality toward purchase intention. Research is that through survey, where data collection is: obeservation, interview, and questioning delivery to 99 respondents. Research result shows that brand image, product knowledge and product quality simultaneously effected significantly on purchase intention. Futhermore, partially brand image and product quality found effected significantly on purchas...
Subjects
acm: ComputerApplications_GENERALComputingMilieux_MISCELLANEOUS
Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue