The Effects of Price Perception, Product Knowledge, Company Image, and Perceived Value on Purchase Intentions for Automotive Products

Abstract

The purpose of this study is to explain the effect of price perception, product knowledge, company image, and perceived value on purchase intention. The method used is purposive sampling with a sample of 120 people. The method of data collection is through the distribution of instruments. The data analysis technique used is regression analysis. The results of this study indicate that price perception has a significant positive effect on purchase intention. This shows that the higher the price perception, the higher the intention to buy the product. Product knowledge has a significant positive effect on purchase intention. This shows that the higher the product knowledge, the higher the intention to buy the product. Company image has a significant positive effect on purchase intention. This shows that the better the company's image, the higher the purchase intention. Perceived value has a significant positive effect on purchase intention. This shows that the higher the value of a product, the higher the purchase intention.