PENGARUH KNOWLEDGE PRODUCT, CITRA MEREK DAN KUALITAS PRODUK TERHADAP PURCHASE INTENTION YANG DIPENGARUHI OLEH POTONGAN HARGA PADA PRODUK JIMS HONEY DI KOTA SEMARANG

Abstract

This research aims to determine the influence of product knowledge, brand image and product quality on purchase intention which is influenced by price discounts on Jims Honey products in the city of Semarang. This type of research uses quantitative research methods. The sampling technique in this research is a purposive sampling technique with consumer criteria, namely having purchased Jims Honey products and being at least 17 years old. Data analysis uses the Partial Least Square (PLS) approach with SmartPLS 4.0 software calculations. The results of this research show that product knowledge has an effect on price discounts with a p-value (0.029). Brand image has no effect on price discounts with a p-value (0.229). Product quality influences price discounts with a p-value (0.000). Product knowledge has no effect on purchase intention with a p-value (0.110). Brand image has no effect on purchase intention with a p-value (0.415). Product quality influences purchase intention with a p-value (0.047). Price discounts influence purchase intention with a p-value (0.001). Product knowledge has no effect on purchase intention through price discounts with a p-value (0.051). Brand image has no effect on purchase intention through price discounts with a p-value (0.237). Product quality influences purchase intention through price discounts with a p-value (0.004). Keywords: Product Knowledge, Brand Image, Product Quality, Purchase Intention, Price Discounts