The Effect of Product Quality, Promotion and Brand Image on Puchase Intention Wall's Ice Cream


Authors : Fajriati; Dendi Anggi Gumilang

Volume/Issue : Volume 6 - 2021, Issue 8 - August

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/3lfPwMA

This study aims to test and analyze the purchase intention Wall's ice cream on the variables of Product Quality, Promotion and Brand Image. In this study using multiple linear regression statistical methods by means of which the data is processed by the SPSS version 23 program. The number of samples is distributed to 150 respondents who have never bought and eaten the SeRu! variant of Wall's ice cream. The data consists of 13 dimensions of each variable which is translated into 27 questions based on indicators, the instrument used in the form of a structured questionnaire with a Likert scale is used to collect data. The results show that Product Quality, Promotion, Brand Image significantly affect Purchase Intention

Keywords : Product Quality, Promotion, Brand Image and Purchase Intention.

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31 - May - 2022

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