PENGARUH CITRA MEREK, PERSEPSI KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP MINAT BELI PADA KONSUMEN SOMETHINC DI KOTA MALANG

This research is motivated by the existence of Somethinc products which are relatively new, but these products are able to compete with products that have long been in the market share. This good sales indicate a high buying interest from consumers in Somethinc products so that it can be formulated in this study that how consumers have buying interest in Somethinc products amid the phenomenon of intense competition based on brand image, perceived product quality and perceived price. This study aims to determine the effect of brand image, perceived product quality and perceived price on buying interest in Somethinc consumers in Malang City.
This research uses quantitative methods. The sample technique used was purposive sampling with a total sample of 152 Somethinc consumers in Malang City, especially in Lowokwaru District by distributing questionnaires. The analytical tool used in this research is multiple regression analysis. The results of this study concluded that Brand Image, Product Quality and have a positive and significant effect on Purchase Intention.