Pengaruh Pengetahuan Produk, Citra Merek, Kepercayaan Merek dan Perceived Value Terhadap Minat Beli Sepeda Motor Honda PCX

Abstract

This study aims to determine the effect of product knowledge, brand image, brand trust, and perceived value of purchase intention on Honda PCX motorcycles. This research is survey research. The sample in this study was 120 respondents who were potential users of Honda PCX motorcycles in Bumiayu. The sampling technique is done by the accidental sampling method in February–March 2020. Data collection techniques in this study used a questionnaire. Data analysis techniques using multiple linear regression analysis using the IBM SPSS Statistics 25 program. The results showed that product knowledge, brand image, brand trust, and perceived value have a positive effect on the purchase intention of Honda PCX motorcycles.