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Analisis Pengaruh Viral Marketing, Brand Image, dan Kualitas Produk Terhadap Purchase Intention : Studi pada Richeese Factory

Year: 2024

Type: article

Abstract: Richeese Factory is a company engaged in the Food and Beverage sector which has characteristics with spicy chicken and cheese sauce. This research aims to analyze the role of viral marketing, brand image and, product quality on purchase intention. This research is quantitative by distributing a questionnaire to more than 100 respondents who have bought Richeese Factory. Furthermore, the data is processed using the SPSS application. The results of this study show that brand image and product quality have a significant influence on purchase intention, while viral marketing does not have a significant influence on purchase intention. This study also shows that there are still other variables that can affect the purchase intention of Richeese Factory consumers besides viral marketing, brand image, and product quality.

Source: EKONOMIKA45 Jurnal Ilmiah Manajemen Ekonomi Bisnis Kewirausahaan

DOI: 10.30640/ekonomika45.v12i1.3692

Authors: Meylia Amanatul Rochma, Antok Supriyanto, Januar Wibowo

Institution: Universitas Dinamika

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4407168068

FWCI:

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