PENGARUH BRAND IMAGE, PRODUCT DISPLAY DAN PRODUCT KNOWLEDGE TERHADAP PURCHASE INTENTION MINYAK GORENG BIMOLI DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERASI

摘要

The present study aims to discusses how brand image, product knowledge and product display affect purchase intention on Bimoli cooking oil. It alsoattempts to examine whether price discount moderatethe effect of brand image, product knowledge and product display on purchase intention.This study used survey questionnaires method to housewives. Questionnaires were given to 250 respondents. A total of 250questionnaires were received back and the questionnaires can be used to work are 240.Moderated Regression Analysis was utilized to examine the effect of brand image, product knowledge and product display on purchase intention. The result in this research indicate that price discount moderate the effect of brand image and product knowledge on purchase intention significantly. This research indicate that price discount moderate the effect of product display on purchase intention significantly.