PENGARUH BRAND AWARENESS, ONLINE CUSTOMER REVIEW DAN HARGA TERHADAP MINAT BELI PADA PRODUK OUTDOOR CONSINA DI KOTA BANDUNG

Moch Vito  Faturochman; Ridho Riadi  Akbar; Rama Chandra  Jaya

doi:10.34127/jrlab.v15i1.2047

Authors

Moch Vito Faturochman Universitas Indonesia Membangun Bandung
Ridho Riadi Akbar Universitas Indonesia Membangun
Rama Chandra Jaya Universitas Indonesia Membangun

DOI:

https://doi.org/10.34127/jrlab.v15i1.2047

Keywords:

Brand Awareness, Online Customer Review (OCR), Price, Purchase Intention

Abstract

This study aims to analyze the influence of Brand Awareness, Online Customer Review, and Price on Purchase Intention of Consina outdoor products in Bandung. A quantitative approach with descriptive and verificative methods was employed. Data were collected from 100 respondents using a purposive sampling technique to obtain primary insights regarding brand experience. Multiple linear regression analysis via SPSS 26 was utilized for data processing. The t-test results indicate that brand awareness, online customer reviews, and price each exert a positive and significant partial effect on purchase intention. Furthermore, the F-test confirms a significant simultaneous effect (sig. 0.000 < 0.05) with an R-Square value of 0.681. This suggests that 68.1% of the variation in purchase intention for outdoor products is explained by brand awareness, online reviews, and competitive pricing strategies.

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