ABSTRAKSI
Tujuan penelitian ini adalah untuk menganalisis variabel-variabel yang membentuk niat beli konsumen.Secara spesifik, penelitian ini bertujuan untuk menjelaskan pengaruh brand image, product involvement, dan product knowledgepadapurchase intention.
Populasi penelitian ini adalah masyarakat se eks karisidenan Surakarta yang berniat membeli mobil merek Toyota Avanza.Jumlah sampel sebanyak 200 responden yang diambil secara convenience sampling.Uji hipotesis untuk menjelaskan hubungan variabel yang dihipotesiskan.Enam hipotesis diujidengan Generalized Structured Component Analysis (GeSCa).
Hasil penelitian mengindikasikan bahwa ketiga variabel yaitu brand image, product involvement, dan product knowledgeterbukti secara empiris mempengaruhi niat beli konsumen.Product involvementsebagai variabel yang memoderasi hubungan antara brand image dan purchase intention terbukti memperlemah hubungan variabel brand image dan purchase intention.
Kata Kunci :Brand image, product involvement, product knowledge, dan purchase intention
ABSTRACT
The objective of this research is to analyze the variables that determine the consumers’ purchase intention. Specifically, the objective of this research is to explain the effect of brand image, product involvement, and product knowledge on purchase intention.
The population of this research was the people of the ex-residency of Surakarta who have Toyota Avanza car purchase intention. Its samples consisted of 200 respondents. They were taken by using the convenience sampling. The 6 proposed hypotheses of research were tested by using the Generalized Structured Component Analysis (GeSCa).
The results of research indicate that the three variables, namely: brand image, product involvement, and product knowledge are formed empirically and affect the consumers’ purchase intention. The product involvement which moderates the correlation between the brand image and the purchase intention is proven to weaken the correlation between the brand image variable and the purchase intention.
Keywords: Brand image, product involvement, product knowledge, purchase intention
