Pengaruh Brand Image dan Product Knowledge Terhadap Purchase intention Produk Tas Tiruan Di Kota Denpasar

  • Ni Luh Gede Wahyuni fakultas ekonomi dan bisnis universitas udayana
  • Gede Suparna fakultas ekonomi dan bisnis universitas udayana

Abstract

This study explains the impact of brand image and product knowledge to purchase intention imitation handbag products in Denpasar. The purpose of the study was to determine the impact of brand image and product knowledge on purchase intention imitation handbag product users in the city of Denpasar. 120 respondents involved in this study that were choosen by purposive sampling technique. The data obtained were then analyzed using multiple linear regression analysis. The results showed that the brand image and product knowledge and a significant positive effect on purchase intention of products imitation bag in Denpasar. It can be concluded that brand image and product knowledge can affect the purchase intention of products imitation bag in Denpasar

Downloads

Download data is not yet available.

Author Biographies

Ni Luh Gede Wahyuni, fakultas ekonomi dan bisnis universitas udayana
fakultas ekonomi dan bisnis universitas udayana
Gede Suparna, fakultas ekonomi dan bisnis universitas udayana
fakultas ekonomi dan bisnis universitas udayana
Published
2014-04-10
How to Cite
WAHYUNI, Ni Luh Gede; SUPARNA, Gede. Pengaruh Brand Image dan Product Knowledge Terhadap Purchase intention Produk Tas Tiruan Di Kota Denpasar. E-Jurnal Manajemen, [S.l.], v. 3, n. 4, apr. 2014. ISSN 2302-8912. Available at: <https://ojs.unud.ac.id/index.php/manajemen/article/view/7540>. Date accessed: 29 mar. 2024.
Section
Articles

Keywords

brand image, product knowledge, purchase intention