Pengaruh Brand Image dan Produk Knowledge Terhadap Purchase Intention Produk Workshop From Home di Top Coach Indonesia

Authors

  • Febi Rahmawati Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta
  • Yayak Heriyanto Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta

DOI:

https://doi.org/10.31334/jambis.v1i5.2331

Keywords:

Brand Image, Product Knowledge, Purchase Intention.

Abstract

This study aims to determine the effect of Brand Image and Product Knowledge on Purchase
Intention of Workshop products at Top Coach Indonesia. This research used quantitative
research methods with associative approach. The primary data was obtained from
questionnaire distribution. The population of this study was 591 participants of Workshop from
Home at Top Coach Indonesia in April 2020 with a sample of 86 people. The analysis methods
used included validity, reliability, and normality tests; multiple linear regression; correlation
coefficient analysis; determination coefficient test; and hypothesis testing using SPSS. The
results of this study indicate that: (1) Brand Image has a positive effect on Purchase Intention
with a regression value of 0.566 and a significance level of 0.000; (2) Product Knowledge has
a positive effect on Purchase Intention with a regression value of 0.659 and a significance level
of 0.000; (3) Brand Image and Product Knowledge simultaneously have a positive effect on
Purchase Intention with an Fcount value of 91.743, which is greater than Ftable of 3.11, and a
significance level of 0.000, which is less than 0.05; and (4) the influence of Brand Image and
Product Knowledge on Purchase Intention is 68.10% with the remaining 31.90% influenced by
other variables not examined by the author.

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Published

2021-10-31

Issue

Vol. 1 No. 5: Oktober 2021

Section

Articles

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