Pengaruh Kualitas Produk, Citra Merek, dan Promosi terhadap Minat Beli Alat Outdoor Eiger (Studi Kasus Alat Outdoor Merek Eiger di Kota Solo)

Abstract

This study aims to see the effect of variable product quality, brand image, and promotion on the intention to buy Eiger brand outdoor equipment in Solo simultaneously by looking at which one has the most influence on buying interest among variables of product quality, brand image, and promotion. The method when collecting data is carried out by using a questionnaire containing statements related to the research variables. The data that has been collected is then processed and tabulated using test data instruments, the coefficient of determination, hypothesis testing, multiple linear regression analysis, and classical assumption tests. The results of the analysis show that the variable product quality and promotion of individual has a significant positive effect on purchase intention, while the brand image variable does not have a significant effect on purchase intention. This study has limitations in data collection because respondents are limited to consumers who live in the city of Solo, so that it does not describe consumers of the Eiger brand of outdoor equipment in Indonesia.