PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN HARGA TERHADAP MINAT BELI KONSUMEN BUTTONSCARVES

This research aims to: determine the effect of brand image on consumer buying interest, determine the effect of product quality on consumer buying interest, find out the effect of price on consumer buying interest and find out which brand image, product quality and price have dominant influence on consumer buying interest. This research uses quantitative methods with a descriptive approach. The analytical method used is multiple linear regression with SPSS 25 tools. This research used 95 respondents with non-probability sampling with a purposive sampling approach. From this research, the results obtained show that the variables brand image, product quality and price partially influence consumer purchase intention. Based on the dominant test carried out, product quality has dominant influence on purchase intention.