Niat Beli Produk Power Tools: Peranan Kemasan, Persepsi Harga, Citra Merek, dan Persepsi Kualitas

Abstract

This study aims to measure the role of packaging, price perception, brand image, and perceived quality to predict the purchase intention of power tools products. Data collection was carried out using a questionnaire instrument. The sample selection technique used is purposive sampling. Respondents were 160 power tools consumers in the province of DKI Jakarta. The data analysis technique uses Partial Least Square-Structural Equation Modeling. The results showed that packaging had a positive effect on price perception and quality perception, but not on brand image. Meanwhile, price perception, brand image, and perceived quality have a positive effect on purchase intention. Penelitian ini bertujuan untuk mengukur peranan kemasan, persepsi harga, citra merek, dan persepsi kualitas untuk memprediksi niat beli produk power tools. Pengambilan data dilakukan menggunakan instrumen kuesioner. Teknik pemilihan sampel yang digunakan adalah purposive sampling. Responden adalah 160 konsumen power tools di provinsi DKI Jakarta. Teknik analisis data menggunakan Partial Least Square-Structural Equation Modeling. Hasil penelitian menunjukkan bahwa kemasan berpengaruh positif terhadap persepsi harga dan persepsi kualitas, tetapi tidak terhadap citra merek. Sementara itu, persepsi harga, citra merek, dan persepsi kualitas berpengaruh positif terhadap niat beli.