Pengaruh Niat Beli: Analisis Persepsi Harga, Pengetahuan Produk dan Citra Perusahaan
DOI:
https://doi.org/10.38035/jpmpt.v1i1.81Keywords:
Citra Perusahaan, Pengetahuan Produk, Persepsi Harga, Niat BeliAbstract
Abstract: The Literature Review Article Building Purchase Intentions: Corporate Image, Product Knowledge and Price Perception is a scientific article that aims to build a research hypothesis on the influence of variables to be used in further research, within the scope of Marketing Management science. The method of writing this Literature Review article is using the library research method¸ which is sourced from online media such as Google Scholar, Mendeley and other academic online media. The results of this study are: 1) Corporate Image is related to Purchase Intention; 2) Product Knowledge relates to Purchase Intention; and 3) Perceived Price is related to Purchase Intention. Apart from these 3 exogenous variables that affect the endogenous variable Purchase Intention there are many other factors including the variable Place, Service Quality and Product Quality.
Abstrak: Artikel Literature Review Membangun Niat Beli: Citra Perusahaan, Pengetahuan Produk dan Persepsi Harga merupakan artikel ilmiah yang bertujuan membangun hipotesis riset pengaruh antar variabel yang akan digunakan pada riset selanjutnya, dalam ruang lingkup ilmu Manajemen Pemasaran. Metode penulisan artikel Literture Review ini yaitu menggunakan metode library research¸ yang bersumber dari media online seperti Google Scholar, Mendeley dan media online akademik lainnya. Hasil penelitian ini yaitu: 1) Citra Perusahaan berhubungan dengan Niat Beli; 2) Pengetahuan Produk berhubungan dengan Niat Beli; dan 3) Persepsi Harga berhubungan dengan Niat Beli. Selain dari 3 variabel exogen ini yang mempengaruhi variabel endogen Niat Beli masih banyak faktor lain di antaranya adalah variabel Tempat, Kualitas Pelayanan dan Kualitas Produk
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