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January 5, 2024
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February 4, 2024
Published
February 8, 2024
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Abstract

Tujuan dari penelitian ini adalah meneliti pengaruh dari brand image, trust, perceived quality dan perceived price terhadap purchase intention rokok elektrik (vape) merek HexOhm. Penelitian ini merupakan penelitian yang bersifat kuantitatif. Data primer dikumpulkan dengan menyebarkan kuesioner kepada 255 responden berusia 17-44 tahun yang merokok dan tertarik menggunakan vape yang berada di DKI Jakarta. Purposive sampling dipilih sebagai metode pengambilan sampel penelitian ini. Menggunakan teknik purposive sampling sehingga sampel yang diambil memiliki ciri tertentu. Ciri tersebut antara lain: 1) Berdomisili di DKI Jakarta, 2) Usia ≥ 18 tahun, 3) Merokok, dan 4) Tertarik atau menggunakan rokok elektrik. Hasil analisis data primer dilakukan dengan metode Struktural Equation Modeling (SEM). Adapun skala pengukuran yang digunakan oleh peneliti yaitu skala likert 1–6. Diuraikan dari sangat tidak setuju, tidak setuju, agak tidak setuju, agak setuju, setuju dan sangat setuju. Hasil penelitian menunjukkan bahwa terdapat pengaruh pada brand image terhadap trust, perceived quality dan percieved price. Selanjutnya terdapat pengaruh perceived price terhadap purchase intention. Kemudian trust dan perceived quality tidak memiliki pengaruh terhadap purchase intention.

Keywords

brand image perceived price perceived quality purchase intention

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Copyright (c) 2024 Reynaldi Bagas Krisna Mukti, Usep Suhud, Rahmi Rahmi

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How to Cite
Krisna Mukti, R. B., Suhud, U., & Rahmi, R. (2024). Pengaruh Brand Image, Trust, Perceived Quality dan Perceived Price terhadap Purchase Intention Studi Kasus pada Pengguna Rokok Elektrik (Vape) di Jakarta. Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton, 10(1), 187–203. https://doi.org/10.35326/pencerah.v10i1.4887
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