Pengaruh Product Attributes, Brand Image, Dan Word Of Mouth Terhadap Puchase Intention Helm Bogo (Studi Kasus Pada Mahasiswa Di Kota Malang)

Abstract

Abstract

 

This research aims to identification the effect of product attributes, brand image, and word of mouth on purchase intention of bogo helmets. The data used in this research is using primary data by distributing questionnaires to respondents. The population of this research were active students from 4 tertiary institutions in Malang, namely Islamic University of Malang, Brawijaya University, University of Muhammadiyah Malang, and University of Negeri Malang, while the sample in this research was 100 respondents with predetermined criteria. The analytical method used in this research is multiple linear analysis by testing the hypothesis using the F test and t test. The results of the research state that product attributes, brand image, and word of mouth simultaneously have a significant effect on purchase intention. Meanwhile, partially product attributes, brand image, and word of mouth have a significant effect on purchase intention of bogo helmets.

 

Keywords: Product Attributes, Brand Image, Word Of Mouth, and Purchase Intention