The effect of product quality, advertising, and brand image on purchase intention

Authors

Ardiana , Zuriani Ritonga , Koko Bustami , Riska Pratiwi

DOI:

10.62941/ijass.v1i1.12

Issue:

Vol. 1 No. 1 (2024): January-March

Keywords:

advertising, brand image, product quality, purchase intention
Received: 2024-02-09
Accepted: 2024-05-31
Published: 2024-03-31

Research Article

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How to Cite

Ardiana, Ritonga, Z., Bustami, K., & Pratiwi, R. (2024). The effect of product quality, advertising, and brand image on purchase intention. International Journal of Advances in Social Sciences, 1(1), 31–42. https://doi.org/10.62941/ijass.v1i1.12

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Abstract

This research aims to determine the influence of product quality, advertising, and brand image on purchase intention. The study was conducted at Food Stall (Indonesian: Warung Nasi Sari Bunda) in Bireuen Regency, Aceh, Indonesia. Data collection in this research was carried out through a survey approach with a quantitative descriptive research type by distributing questionnaires. Data analysis in this research are descriptive analysis and multiple linear regression analysis. This research shows that product quality, advertising, and brand image affect the purchase intention.

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Author Biographies

Ardiana, Department of Management, Faculty of Economics and Business, Universitas Islam Kebangsaan Indonesia, Bireuen, Indonesia

Zuriani Ritonga, Department of Management, Faculty of Economics and Business, Universitas Islam Kebangsaan Indonesia, Indonesia

Koko Bustami, Department of Management, Faculty of Economics and Business, Universitas Islam Kebangsaan Indonesia, Bireuen, Indonesia

Riska Pratiwi, Ministry of Health of the Republic of Indonesia

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