PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH HARGA TERHADAP NIAT PEMBELIAN (Studi Pada Produk Iphone Di Kota Denpasar)

Abstract

The purpose of this study is to examine the effect of price on brand image, the effect of price and brand image on consumer purchase intention, and the role of brand image in mediating the effect of price on the purchase intention towards iPhone product in Denpasar City. The population of this study are consumers with the intention to use iPhone product. The sampling method used in this study is nonprobability sampling with purposive sampling technique by using certain consideration. The sample selected for this study was 110 respondents. Data is analysed using path analysis technique. The result of this research shows that price have a positive and significant effect on iPhone brand image, price and brand image have positive and significant effect on consumer purchase intention towards iPhone product, and brand image plays a mediating role on the relationship between price and purchase intention towards iPhone product in Denpasar.