Image of THE EFFECT OF PRICE PERCEPTION, PRODUCT DIVERSITY, SERVICE QUALITY AND STORE IMAGE ON PURCHASE INTENTION IN BREAD PRODUCTS

Text

THE EFFECT OF PRICE PERCEPTION, PRODUCT DIVERSITY, SERVICE QUALITY AND STORE IMAGE ON PURCHASE INTENTION IN BREAD PRODUCTS

The development of the business world today is very rapid. This makes business people
have to compete with others to get more consumers. Business actors must remain more
innovative and creative in order to survive increasingly fierce competition. One way to
bring out the differences and uniqueness of the company's products compared to
competitors is to attract consumers to make purchases. Many bakeries have sprung up
demanding that the Ajeng Bakery store maintains the quality of service and adds to the
product variants offered which still have to consider the selling price of the product.
This study aims to determine the effect of price perception, product diversity, service
quality and store image on purchase intention at the Ajeng Bakery shop in
Dawarblandong district. The population in this study were consumers of the Ajeng
Bakery bakery in Dawarblandong district with the number of samples used was 100
respondents. The results of the study indicate that the variables of product diversity,
and store image have a significant effect on purchase intention. Meanwhile, the
perception of price and service quality is not significant to purchase intention.
Keywords: price perception, product diversity, service quality, store image, purchase intention

Availability

No copy data

Detail Information
Series Title
THE EFFECT OF PRICE PERCEPTION, PRODUCT DIVERSITY, SERVICE QUALITY AND STORE IMAGE ON PURCHASE INTENTION IN BREAD PRODUCTS
Call Number
Pemasaran.
Publisher
Metromedia : Journal of Marketing and Business Research.,
Collation
Halaman : 35-46
Language
English
ISBN/ISSN
pISSN 2962-9012  eISSN 2807-917
Classification
Pemasaran.
Content Type
-
Media Type
-
Carrier Type
-
Edition
Vol. 2 No. 1
Subject(s)
-
Specific Detail Info
-
Statement of Responsibility
Other version/related

No other version available

File Attachment
Comments
You must be logged in to post a comment