Pengaruh Brand Image, Brand Trust, dan Price Perception terhadap Purchase Intention Pelanggan Uniqlo di Jakarta

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image, Brand Trust, dan Price Perception terhadap Purchase Intention pelanggan Uniqlo di Jakarta. Populasi penelitian ini adalah 250 responden yang merupakan pelanggan Uniqlo di Jakarta. Metode convenience sampling digunakan dengan menyebarkan kuesioner secara online yang kemudian diolah menggunakan program SPSS versi 25. Hasil penelitian menunjukkan bahwa Brand Image, Brand Trust dan Price Perception berpengaruh signifikan dan positif terhadap Purchase Intention pelanggan Uniqlo di Jakarta. Oleh karena itu, Uniqlo harus tetap mempertahankan ketiga variabel tersebut untuk meningkatkan Purchase Intention pengguna produk PT Uniqlo. This study aims to determine the effect of Brand Image, Brand Trust, and Price Perception on the Purchase Intention of Uniqlo customers in Jakarta. The sample respondents was250 respondents who are Uniqlo customers in Jakarta. The convenience sampling method was used by distributing online questionnaires which were then analysed by using multiple regression method. The results showed that Brand Image, Brand Trust, and Price Perception had a significant and positive effect on Purchase Intention of Uniqlo customers in Jakarta. Therefore, Uniqlo must improve those above three variables to increase the Purchase Intention of product users.